Follow Up: Definition
Follow-up denotes an activity undertaken by a salesperson to get feedback from the customer after making a successful sale. It is an effort applied by a salesperson to know whether the product they sold satisfied the customer or not.
Following up not only takes place after sales close it may also be done before closing a sale when the customer makes a call for buying but does not buy immediately.
Following up is very important in the selling process since it is also the last step in modern selling after closing a sale. Effective following up helps to build a strong bond with the customers and secure future sales also. In fact, is said that the success of selling (business) largely depends upon the successful follow-up.
Here it comes as, “Good, You made a sale but, Do you know How your customers felt about your product?” As such, the success of follow-up depends on how the seller has contacted and interacted with his prospects (customers).
Doing follow-up is a polite effort after-sales service a salesperson gives to his customers. It makes the customers feel that they are valued, they are in concern of the seller, are in care, they become open to express. And in return, the seller is more likely to establish a better bond with them and generate more future sales.
Importance of Follow-Up
In sales, the follow-up is as important as building the pillars of the house. But is not like, every time you close a sale, you have to do a follow-up. Rather, it should be based on what product you want to make more sales.
A seller usually comes to at following up to increase the sales of a particular product. In doing so, if at present it is not possible to increase the sale it certainly erects pavements for the seller to be a successful salesperson in the days to come.
To better understand the importance of sales follow-up, it can be discussed in the following six points,
For Judging Good Prospects
While prospecting, salespeople employ a variety of techniques to identify good prospects for the items or services for which they are accountable. They interact directly with prospects in that course, attempting to determine their buying capacity, a motive to buy, interest to buy, willingness to buy, buying authority, and a variety of other factors.
It is not required for everyone who possesses these attributes to purchase products or services. As a result, following prospecting, the salesperson does a follow-up process and determines whether prospects are truly viable for his or her items.
Obtaining Buyer’s Confirmation To Buy
It is evident that a skilled salesperson employs a variety of presenting techniques, including demonstration and dramatization, to persuade prospects of the high-quality dimensions that his product or product lines possess. To create selling tools, such as visuals.
The seller seeks to get the buyer’s commitment to buy after the presentation is finished. If the buyers are still not convinced, the vendor will continue to present until they make a purchase choice. As a result, follow-up aids the seller in securing buyers’ buy-in confirmation.
Receiving Orders To Buy After Approaching
A salesperson prepares himself to appear fit before approaching prospects in order to persuade them of the products he is selling, keeping in mind that “the first impression is the last impression.”
When the salesperson approaches the prospect, he or she begins with an appealing opening speech that highlights the benefits of the products that the prospect will receive. Throughout the conversation, the salesperson makes attention-getting phrases and assures the prospect that he will not waste his time.
When a salesman returns from an approach, if the prospect does not consult the former before making an order, the salesperson follows up repeatedly until orders are obtained.
Customer Retention
Customer retention is also aided by follow-up. Many people believe that once a sale is completed, they have achieved success. However, this is not the case. It just indicated that they had recently begun selling. This refers to whether or not a first-time consumer would return for more.
If not, how can they be kept? There are also other methods for producing. Only one customer is kept as a result of the follow-up. Both the customer and the vendor are brought closer together as a result of this. Customers who are more satisfied are kept. Making them stay with you by following up is a great way.
Relationship Development for Future Sales Potential
A good relationship between the seller and the buyer is developed by constant follow-up. Because of this connection, the customer may purchase in the future, even if not right now.
Furthermore, the consumer may purchase in bulk in the future. Also, a strong relationship with them, they may further refer their friends and family to buy from you.
Reducing Complaints and Grievances
Complaints and grievances appear after the use of products that customers had brought for meeting their specific needs. The complaints and grievances may appear with any of the assurances given by the seller to the buyer, such as:
- The quality defects
- Durability
- Portability
- After-sales services
- Functionality
Customers naturally exhibit a variety of characteristics; some are polite, while others are aggressive, introverts, and so on. If the seller follows up with the client on a regular basis after the sale is made, it will be much easier for the seller to address such issues.
Methods of Follow-Up
As the follow-up is so important is selling, as the seller can start following up with his customers using different methods. Some methods are explained here,
Customer Meet Through Appointment
Follow-up is a continuous process. After a transaction, the salesperson schedules a meeting with the customer to determine the customer’s degree of satisfaction with the product they purchased and used/consumed. The buyer and the seller create a friendly relationship as a result of this follow-up.
If any complaints or grievances arise, the latter tries to deal with them as soon as possible. The seller guarantees that the consumer will be satisfied on every level and in every way.
Making Calls
The next way of follow-up is to make regular and frequent phone calls. These calls can be used to get orders from prospects/customers who have already been met and chatted to, as well as first-time and repeat customers, or to obtain feedback on the sold products/items. There are mainly two popular modes that a salesperson uses for making calls. They are:
- Telephone
- Mobiles
For follow-up, both techniques are quite effective. On the one hand, this strategy fosters product conviction while also cultivating strong ties between the supplier and the buyer. Finally, it encourages consumer loyalty and enthusiasm for the products that the salesperson has sold.
Messaging and Chatting
In today’s selling environment, this form of follow-up is very popular and effective. Although today’s technology has mostly overtaken the traditional method of communicating with clients, it is still used to some level. Because messaging is a two-way communication method, it almost always results in client feedback. Basically messaging is done by:
- Mobile
- Computer
- Issuing letters
- Sending an individual
However, the first technique is very much effective in practice for prompt follow-up as compared to letters and individuals. The computer is moderately used. Chatting is occasionally used when customers are special.
Direct Customer Meet
Many salespeople go door to door in the neighborhoods where their customers live. They meet clients in their homes and find out exactly their level of satisfaction with the products they have purchased. They also try to find out if the customers are dissatisfied during this course. If so, what are their issues and complaints?
They guarantee to reduce client complaints and grievances by providing a variety of services. During such time, the salesperson conducts himself with great politeness and caution. Customers can expect a variety of alternative services, such as,
- Replacing the products
- Repaing the product (if technical)
- Providing maintenance services at home
- Providing substitute products till the brought product in proper functioning
- Bearing the cost of other damages.
During this follow-up time, the seller does a promise to make the customer satisfied and retained.
Mistakes In Follow-Up
Though the follow-up is important all the sellers are not doing it well. As obvious they commit some mistakes while following up. Mistakes may depend upon the seller, however, some are mentioned here,
Early Follow-Up
Most salespeople step in following up right after the buyer purchased from them. It is not an effective way. In that short period, the buyer might not have used to prodcut. The best follow-up time is between 2-7 days.
Late Follow-Up
Since early following up is a mistake, the late following up is also. The seller has to make a contact with the customer as soon as possible but not before two days and not after the seven days.
Explaining Too Much
Remember, when you do a follow-up, you are not explaining your product, its uses, benefits, and anything instead you are seeking to know the feedback of the customer. Explaining too much at this time is doing a mistake.
Fearing
It seems that most salespeople have a fear of doing follow-ups. They think while following up they are annoying the prospect, they are losing potential clients by doing too much follow-up.
But this is not the matter a salesperson thinks about, rather he should remember not doing follow-up losing the potential clients. Thus, as a salesperson, you should stop fearing the follow-up and do it with confidence because it is a crucial part of the selling.
Also read,
- Sales Prospecting: Definition, Objectives, Process, and Importance
- Pre-Approach: The 2nd Step of Selling Process (Made Easy)
- Approach: The 3rd Step of Selling Process (Made Easy)
- Sales Presentation: 4rth Step of The Selling Process (Explained)
- Handling Objection: 5th Step of The Selling Process (Made Easy)
- Closing A Sale: Definition, Importance, and Techniques