Selling is a process, not a one-time event, and it is best to adopt the proper long-term perspective if we’d like to achieve long-term success.
Using the sample circular visual below as a guide, there are two important yet often over-looked fundamentals to consider:
- The selling process never ends; once we meet a prospect and go through the cycle once, our goal is to maintain an appropriate contact frequency based on a number of need-based variables, and to both retain the customer and identify a new need at some future point
- The ability to move at an optimal pace from one step to the next and to do so in unison with our customers is the key to success
Once we adopt the proper long-term view, the means by which we will move from step to step is follow-up. In fact, we often refer to effective follow-up as the “glue” that keeps the process together and moving forward. If we follow-up diligently, on a value-added basis and with the right frequency, we’ll be able to keep the process (and the customer) moving toward our ultimate goal.
But be advised! If we move too slowly, we run the risk of losing-out to a competitor or to shifting priorities; if we move too quickly, or skip steps, we’re likely to alienate or lose the customer.
Therefore it is imperative that we maintain a keen awareness of the process steps, establish goals for each, continually seek customer feedback, and master the art of value-added follow-up.
You can review a detailed summary of the activities and goals associated with each step on our website.
In addition, and as noted in an earlier post, others have used the “GLUE” analogy with respect to managing customer relationships, and have suggested it is an acronym for Give Little Unexpected Extras!
Please note, these little “extras” need not be material in nature – the simple act of “thinking” of someone and sending or giving them information or recognition can go a long way…