FOLLOW-UP AND FOLLOW-THROUGH…WHEN THEY LEAST EXPECT IT!
Almost five years ago I first met her.
Her name was Jill.
(No, this isn’t a cheap romance novel.
Stick with me here.)
Jill is a happy, bubbly lady who works at the cosmetics counter at
Nordstrom’s—selling a very expensive line of cosmetics.
I was shocked to find out that a simple little jar
of cream for your face could cost $200.
With excitement and a deep concern for what I was looking for,
Jill patiently explained to me what each bottle does and how it works.
Before I knew it, I was walking out the door with a giant bag of creams, potions, and lotions that I never heard of…and a bank account much lighter than when I entered. What was I thinking?! Never in my life had I splurged so much on stuff for my face. I promised myself, “Never again will I spend so much on silly cosmetics!”
Two weeks later, Jill called me. “Do you notice a difference yet?,” she asked.
Four weeks later, she called again. “Are you seeing anything yet?”
Two months later: “Are you a new woman yet?”
Jill’s follow-up is simply unbelievable—something I had never seen before. The fact that she calls me to ask if I notice these changes encourages me to keep using the product, instead of letting it sit on a shelf. By doing so, she keeps me thinking, “Well, it must work, if she’s so expecting me to see a difference. Maybe they’re not just silly cosmetics after all!”
When she calls me, she’s short, sweet, and to the point. And not only that, she doesn’t push me to buy anything else. This alone makes me more inclined to buy from her again because she’s showing me that she cares, and she’s not in it just for the quick buck.
Which is the opposite of Larry. (This is not his
real name, I have changed his name to protect his identity and to not
embarrass him) Larry is a stockbroker I consulted when I first decided
to invest. I had little
experience and I was looking for a seasoned professional to help me pick
my stocks. He was nice,
patient, and very informative.
But guess what? Once
he got my money…I never heard from him again!
Until…
My name was in the paper because my family was
involved in a very bad pipeline explosion.
All of a sudden, Larry calls me with fake concern saying “Hope
you’re doing well. Heard
about the accident. Oh, and
by the way, I’m sure you’re going to sue the company, so when you get
your settlement, I’ve got some great stocks for you!”
Talk about an ambulance chaser!
This guy proved to me that he’s nothing but an opportunistic
leech who cares only about stuffing his wallet.
The only reason he called me was because he wanted something from
me, not because he cared about my family’s well-being after a serious
accident. Will I ever buy
anything from this scumbag again?
Absolutely NOT!
But…just last week, Jill called me again. Even though I promised myself that I would never again buy her cosmetics, I’m so comfortable with not only using them—but also with Jill’s interest in their effectiveness—I lightened my bank account again!
What’s the lesson here?
Follow-up! It is
genuine, warm, caring concern for the people who give you money.
Don’t be fooled. When the sale is over, the sale is far from
over! If you are a
successful professional, you care not only about making money, but also
about the people who give it to you.
It is not what you do for someone when they are paying you that
counts…it is what you do for them after you have received their money
that really impresses them.
Pick up the phone and call your clients or send them a great article in the mail. They may have a question or problem that they’re afraid to bring up, but your follow-up will fix it for them and make them more inclined to buy from you again and send friends to you.
Are you making your clients’ experiences easy? Are you solving their problems? Do you truly prove to them that you’re still in it for the long haul—even after they’ve given you money?
If you can follow up with people the way Jill followed up with me, you will get repeat business. Period.
Denise Lones
Denise Lones CSP, MIRM The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the source for all things “real estate”.
Denise’s background in residential real estate sales and management includes an impressive list of awards. Using custom marketing campaigns and business development systems she personally created, she was consistently among the highest producing Realtors® in a marketplace of 3,000+ agents. Denise was the only agent in the State of Washington to be awarded the esteemed MIRM designation – the top national achievement for new home marketing. In 2004, Denise was awarded the prestigious Hugh Hawkins Instructor of the Year Award by the Washington Association of Realtors.
As a columnist for isucceed.com, Realty Times, the National Association of Home Builders, and the Washington Association of Realtors, Denise has a strong “voice” in the real estate community.
Denise is a certified instructor for many prominent trade groups and educational institutions, including the Washington Association of Realtors, Master Builders Association, iSucceed.com, Washington State Department of Licensing, Windermere Real Estate, and the Washington State Housing and Finance Committee
With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.
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