Follow-up Creates Fortune

Ken CookCRM, Data-Driven, Small Business

Follow-up clientele marketing

Have you heard of Joe Girard? He’s the world’s greatest salesman, at least according to the Guinness Book of World Records. He Sold 13,001 cars at a Chevrolet dealership between 1963 and 1978. What was the key to his success?

Simple: He followed up with his clients. Within a week of closing a deal, Joe would call the customer to see how the car is doing and to make sure they’re happy with their purchase. Every month Joe would send a greeting card to his customer list, sales messages inside these cards – a relationship, however, was included in every card. From Happy Birthday to a News Article, Joe built his sales empire by talking to every client, every month.

Unlike bulk mail, Joe kept a file with information about each customer, names of children, birthdays and careers. Keep the timeframe in mind here; it was in the 60’s and 70’s. Imagine thousands of note cards, paper files.

He was successful where others failed because he knew (or created) the adage “the Fortune is in the Follow-Up.”


How Effective is your Follow-up?

According to Scripted, 44% of Salesmen only attempt to follow-up with prospects one time. Why? Well, I believe that there are a number or reasons: Disorganization, Lack of Time, Lack of Motivation or even simply wanting to be polite and not bother people. I know when I was running this business solo or with just one other person, it was an organization and a time issue. What was worse for me, was going to networking events and making great contacts, but not having the ability to follow-up with them. What I would do was take my top 5 “best” contacts and follow up with them, and ignore the rest.

Here’s the problem – I’m not psychic, and I don’t know who will buy or not, why, etc. unless I have a conversation with a person. I knew I was leaving money on the table when I had mistakenly put a “no call” card in a “call pile” and ended up getting a new client from my Happy Little Accident.

Bob Ross Meme

Following up with Everyone

This event has caused me to follow up with everyone. The problem I now had was — time. I didn’t have a chance to do the follow-up I needed to get an appointment. So, thanks to my good friend, Giancarlo I took the leap into Infusionsoft. This tool allows me to follow up with every contact, every time, all the time. There were no longer any excuses for me to not connect with a contact. Needless to say going from a one man shop to 9 employee’s in 2 years as a result of that new strategy has been fantastic. We have multiple Account Executives that now also use that same follow-up system and love it.

So Here’s my Question:

How Would Your Business Change if you had a follow-up methodology for every person you came into contact with and the ability to execute that strategy?

Remember we’re not talking about a piece of software, this is about your marketing strategy.

We want to hear your story and how you use or need follow-up in your business!