Follow Up Is The Key Ingredient (Written in 2005)
As many of you know (since this column shares many of my personal experiences), I am beginning to plan my retirement by moving to up-state New York. I know. I know. “Mike you’re too young to cash in your chips.” My answer to this is that it is never too early to start “planning.”
Since Barbara and I are investigating log homes, we did what any investigators might do… purchase a log home magazine at the supermarket and send away for all the free stuff that was not nailed down. 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. Sure, they got an “A” for sending stuff just the way every other company gets an “A” for sending stuff from direct mail, trade shows, etc. This is the easy part.
But it has been weeks since receiving the catalogs, and I have not received one phone call following up my clear sign of “interest.” Not one. Zilch. Nada.
Haven’t log people ever been introduced to the Rule of 7? Didn’t anybody tell them the importance of appearing a little interested? Don’t they realize that I just might have a few other things to think about during the course of the day,
and that I might appreciate a little reminder or nudge from their expert advisors?
I had no idea that log homes were such in demand that all you need to do is shoot out catalogs and take orders.
The smart log people (by my definition) would spot a guy from Colonia, New Jersey (Exit 135) raise his hand, indicating that:
“I’ll bite. Teach me something.”
Then, they would follow the catalog with an easy to read brochure or email explaining how a septic system works…. in the woods, or how to dig a hole in your backyard and find water, or how to squeeze a little “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 me. 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.
I am not talking about becoming overly aggressive, pushy, arrogant, or sleazy. I am inferring that you show a little interest and professionalism.
- 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.
- The elections are over. Time to get on with your life.
Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club. Send for details.