A typical scenario I see often in video mystery shops has to do with following up. Here’s what happens, we send our shoppers out as an ‘A’ prospect. They are ready, willing, and able to buy. Their home is sold, they’re the sole decision maker, they LOVE what you are showing them, and they correctly fill out the registration card. After visiting the community, they check their email inbox and…..NOTHING, NADA, ZIP!
Shopper ‘A’ is an ideal customer. It amazes me that they don’t receive follow up from the sales associates. If the ‘A’ prospects are not being followed up with, I seriously doubt the B’s or C’s are!
Houston…..we have a serious problem here. Think about it….when you are shopping for a home, chances are you are going to visit SEVERAL communities. You are going to see SEVERAL sales associates. You are going to become overwhelmed with everything you have seen and heard. Chances are you may get home and not remember who was who and what was what.
But, when you receive follow up from the sales associate that you met at Windsong, who thanks you for stopping by and then provides you with the information about the surrounding schools you requested, all of a sudden you remember!
Then a few days later, you are checking your mailbox and lo and behold….there is a handwritten letter from Mary at Windsong with a $10 Starbucks certificate (because you had told her how much you love their Frappuccinos). Wow. You are impressed! In her note she also invites you to come back the following Saturday because the neighborhood is having a pool party and she wants to introduce your family to some of the other families and their children. You see, Mary remembered your 10 year old daughter Kelly was anxious about moving and making new friends. See where I am going with this? Follow up helps you build the relationship with your prospects. It allows you to continue to build rapport long after they’ve left your sales office.
My question has always been WHY in the world would you not follow up??? I’ve heard every excuse in the book. In most cases, I have found that laziness and lack of creative follow up ideas are the primary causes for no follow up.
Follow up must be engaging, informative and personalized….just like your sales presentations. Take the time to find out interesting things about your prospects. Do they have children or pets? What do they like to do in their spare time? What’s their favorite dessert? This will give you information to create great (and memorable!) follow up!
Remember, if you don’t follow up, chances are someone else will!