Photo by Greg Westfall

My air conditioner is failing, not a good thing in East Texas. We were going to replace it last year for a more efficient one, but my husband wanted to wait one more year. I’m guessing the current system is over 20 years old, and it has served our family well. Seldom have we had to have it serviced. The company I use gave me a magnetic business card years back that I kept on my fridge.

Now that we are ready to purchase a new unit, Dang It! The magnet is gone. Missing! I’d rather use someone who has done a wonderful job for me, than play “eenie minee mo” with the phone book. I’m brain dead, can’t remember their name. I do remember the name of a company I won’t use. They replaced our heater once and did a sloppy job. Funny how that works.

Unless I get a good referral from a friend, I’ll resort to calling various places, sounding like an idiot, “Excuse me, are you the guys who worked on our AC?”

I am not alone. Million Dollar Followup lists 6 things that is needed to make a sale. The air conditioner business meets all but one of the necessary items.

• I know what they offer, in fact we even picked out exactly what unit we want.
• I know them
• I like them based on past experience over the years.
• I trust them, they have always treated me right.
• It is the right time to buy. The one point we were missing last year.

But I’m missing the last part:

• I must remember who they are when I’m ready to buy or when someone asks me for a referral.

And I can’t! Ugh!!! You have any idea how many pages of air conditioner listings are in my phone book?

But there is a lesson here to learn in each of our businesses. The fortune is in the followup. I know it has been said many times. One of those true business principles that endures through time.

Many ways to follow up, and I suggest that you use a variety of tools depending on your situation. Sherrie St. Cyr gives some quick marketing follow up tips. Visit her site, give her a call. Don’t forget to grab your free 7 Keys to Claim Your Follow-up Fortune while visiting.

“Where oh where did my air conditioner guy run off too?”

Do Your Clients Remember You?

I’ve always been told that the fortune is in the follow-up. One of my favorite newsletters is by Felicia Slattery, Communication Consultant, Speaker & Coach. Today I was pleasantly surprised, (well maybe not totally, I know she writes good stuff), to read Felicia’s article on how to ask for more business. For Felicia’s examples and tips on how to follow up and ask for more business, click on the more button and read her sage advice.

Want More Business? You Have to Ask!

As you get settled into 2008, you may be wondering the best way to get more of your ideal clients. Communicate with them through asking questions.

Recently, I posted a question on a forum about technology which drew a lot of helpful responses, some to the group and some privately to me. One of those private responses was exactly what I was looking for. A few days after that, she followed up to see if I had any more questions. After talking with her I decided to do business with her and purchase a product she offered. But the relationship didn’t end there.

A few days after sending me my order, she called to follow up, and ask me if I received my order and was it working ok? It was. And that was a nice bit of customer service through asking a question. Still, the relationship didn’t end even there.

About a week after that, she sent me another message asking my opinion about something she is working on. (Hint, people love to give you their opinions!). During that conversation, she added a quick aside that went like this “by the way, have you considered using an assistant for your scheduling needs?” That one question led me to ask more about her services. If she never asked I would never consider it. In your business you have to ask, too. Here are a few lessons you can learn from my experience with this excellent business person:

1. Follow up with prospects: When someone expresses an interest in what you offer, add that person to a “tickler file” to follow up with personally. A tickler file is what is known in the sales business as a simple way to manage your contacts. You can use your Outlook program, purchase a contact management system, or simply use an old-fashioned hand-written calendar. But set up a way to follow up with those who expressed an interest. Ask, “Can I help you with anything else?”

2. Follow up with current customers: When someone does business with you, ask them about your product or service. If it’s something you sent via mail, ask if they received it ok. If you deliver digital products, ask if the link worked for them. Ask, “How else can I help you?” You may be surprised at how many people tell you what other areas they need help with.

3. Follow up with past clients: Want to know the fastest way to get more business? Ask those who purchased from you in the past. These people are already familiar with the quality of your work. If you personally contact them regularly via phone or email, you’ll automatically boost your bottom line. It’s all about timing. When you call, express an interest in them as a person. Use your tickler system to record personal and business-related details such as birthdays, family notes, and work anniversaries. Ask, “How are you?” And LISTEN to the answer. Then, “What projects are you working on now?” “What is coming up soon for you?” And finally, “How can I help you?”

Asking questions is a powerful way to get new business, keep your current clients happy, and generate business from your past clients and customers.

This article may be reprinted with permission. Copyright 2007. Felicia J. Slattery

Enjoy the article? Head on over to Felicia’s Communication Transformation and learn more.

More Business? Just Ask