Follow-up is a routine component in both our personal as well as our business lives. If someone wants to arrange a social gathering on a certain day/date, we usually will follow-up to confirm that date, time, location, etc. Business appointments will most certainly use follow-up either to confirm a meeting or to see through or monitor an agreed upon activity in a meeting. If we are lucky enough to have a really good doctor, they will follow-up with us either with a phone call or appointment after a procedure or treatment to see how we are progressing. We really expect these types of follow-up activities in our day to day lives. Nothing unusual right?
So why is it so unusual in our world of sales? The importance of follow-up can never be stressed enough. But yet, over the many years I have been conducting performance evaluations through the mystery shop process, I have yet to see any sales team as a whole conduct effective follow-up. Oh sure agents send those template emails. But do you think that grabs the attention let alone the interest of a prospective buyer? I think I see some heads going in the ‘no’ direction. These types of emails visually look great and send a strong company message. But what is the message to grab the buyer’s emotional attention? While said much better, the template emails usually are something on the order of ‘We have the best homes and appreciate your visit’. But does it really entice a return visit? Nothing very personal showing you actually remembered who that buyer was. The personal follow-up contact must quickly follow both the onsite visit and corporate template message.
So many agents have an aversion to conducting effective follow-up. We always hope it is not because they don’t believe in it or are just too lazy to do it. Although how much effort does it take to send an email? Is a Facebook posting more important than a sale, i.e. your livelihood? Follow-up simply means something that continues or completes a process or activity. However, if agents are so reluctant to actually follow-up, then perhaps we could change the word. How about follow-through? This term is defined as the act of continuing a plan, project, scheme, or the like to its completion.
Is this just an exercise in semantics? Possibly. But sometimes something simple can be a mental trigger to get someone to just do it. If you look at some of the synonyms for both follow-up and follow-through, you see the parallels:
If an agent spends sufficient time with a prospect to convey their product or service is a right match, confirms their interest, gets that prospect to the point of making a purchase commitment, then that agent must assume the sale and ask for it (hopefully). But as most of us know, there usually is a mulling it over period for a major purchase. If the agent has clarified what possible or potential obstacles are keeping the prospect from making that decision, and offered reasons or solutions to resolve any stated concerns, then we know it is usually just apprehension. The agent then needs to follow-through with the sales process to bring it to its logical conclusion. The sales process starts with introducing that prospect to what you are selling, offering relevant information, properly showcasing that product, gaining the buyer’s interest, and pinpointing a home or unit that meets their stated needs and preferences. If there are no critical obstacles, this should be a sale. So like any other professional…follow-through with what you started. Have a specific reason to call or email that prospect to address what is making them hesitate. Send something visual about your product. Personalize that message to show you remember who they are. And Invite them to return…recommend a specific day, date and time vs. ‘hope to see you again’, and then complete the process!
LeBlanc & Associates welcomes the opportunity to confirm your sales team knows how to complete the sales process. We are committed to follow-up and follow-through the performance evaluation from the on-site visit’s first hello to the post visit monitoring period. You will know if your agents send one or multiple emails or telephone calls. You will also know if our shopper never hears from your agent.
Connect with us. It’s easy!
Anthony Bourdain’s Top 10 Hotels Around The World
|Famous writer, TV personality, and chef, Anthony Bourdain has visited quite a few hotels in his career. Here are his go-to hotels when he is in each of these areas.|
|1. Chateau Marmont - Los Angeles, California|
|2. Chiltern Firehouse - London, England|
|3. The Raleigh - Miami, Florida|
|4. Hotel Continental Saigon - Ho Chi Minh City, Vietnam|
|5. Hotel Oloffson - Port au Prince, Haiti|
|6. Park Hyatt - Tokyo, Japan|
|7. The Edgewater Hotel - Seattle, Washington|
|8. Hotel Metropole - Hanoi, Vietnam|
|9. Raffles Grand Hotel D’Angkor - Siem Reap, Cambodia|
|10. The Murray Hotel - Livingston, Montana|