Do you spend as much time on a follow-up program as you spend on product development or creating services? You should. An effective follow-up program will create a stronger sales cycle, and increase your bottom line.
Here’s why you should place just as much emphasis on a follow-up program as you do on any other step in the sales cycle and materials in your marketing plan:
- Before a customer will buy from you, they need to trust you. Although some of your sales may be from first-time customers who are bravely trying you out, you’ll gain an advantage over your competition by developing a follow-up program that builds trust. You see, consumers generally require multiple points of contact with a business in order to learn about products and services, but also to gain a level of trust to know that they’ll benefit from choosing your business. A follow-up program that builds on that emotional bond will yield higher success rates.
- An effective program should be founded on consistency, so that each step in the sales cycle yields a point of contact with the customer. Regularly communicating with customers builds up their expectations; they’ll know what to expect from you and learn more about you as a business. Further, your follow-up materials will represent your brand, your authority, your mission and more to consumers. And they’ll be less likely to forget about you with frequent, strategic communications.
- Simply by putting a follow-up program in place, you’ll stay ahead of the many businesses who don’t follow up. But using an effective program can also put you several strides ahead of the competition. Namely, you can step in where other businesses fail.
If your business doesn’t yet have an effective follow-up program in place, now is the time to develop a customized, personalized follow-up program crafted with your clients in mind.
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