Before we decided otherwise, Barbara and I were investigating log homes and we did what a number of “shoppers” might do. We purchased a log home magazine at the supermarket and sent away for all the free stuff that was not nailed down. We began planning our next home. We began “shopping.”
Send we did. Stuff we got. But here is where today’s lesson begins.
I am absolutely appalled at the lack of professionalism shown by the log home industry. (They do not have the monopoly on this, believe me.)
They got an “A” for sending stuff just the way many (but not all) other companies get an “A” for sending stuff from direct mail, trade shows, etc. Some send faster than others. Some don’t send anything.
But as it turned out, weeks passed after receiving the catalogs and I hadn’t received an anticipated follow up phone call from anyone. It never happened.
Haven’t log people ever been introduced to the Rule of 7? Didn’t anyone tell them the importance of looking and sounding interested? Don’t they realize that I just might have a few other things to think about during the course of a day and that I might appreciate a little reminder or nudge from their expert advisors?
I had no idea that log homes were in such demand. All you need to do is mail a few catalogs and start taking orders.
The smart log people (by my definition) would spot a guy from New Jersey (Exit 135) who was seeking information and respond accordingly. The opportunity to position you and the company as somebody “special” was overwhelming. Nobody bit.
I would have thought that they would follow the catalog with an easy to read brochure or perhaps email additional information explaining how a septic system works, or how to dig a well, or how to get “juice” from the pole to a remote location, or how to shoo bears off your back porch, or how to bake biscuits on a wood-burning stove and/or 1001 other trinkets of information that a rube from New Jersey might want to learn about prior to sticking himself along with his family on top of a hill in upstate New York.
Enough about my personal experience. What about you?
When you witness a potential client raising their hand, do you seize the opportunity by plugging them into a logical follow-up program? I certainly hope so. Because if you don’t, these very same would-be clients might be bad-mouthing you as an uneducated professional who isn’t motivated enough to play the game the way it is designed to be played. This is not the ideal situation.
- When you are out of sight, you are out of mind.
- The Rule of 7 indicates that you must follow up more than once.
- It is not their job to follow up. It is yours.
Today is the perfect time to follow up. Put a little “bounce in your business” this week and make more people glad that they know you by simply doing the thing. Many will be waiting for you, while others will be taken by surprise. It is fun to surprise people. And today, it is easier than ever to do so.
Mike Marchev is recognized for his down-to-earth, street-savvy and honest delivery of useful sales and marketing advice, suggestions, tactics and strategies. For a complimentary copy of his Special Report titled: 11 Sales Mistakes You Must Avoid send Mike an email with the word TRO-11 in the Subject Box. firstname.lastname@example.org
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