4 Reasons Why Businesses Fail to Follow-Up

Most business owners recognize the need to cultivate and maintain good relationships with their customers. At the same time, many overlook the need to follow-up after the sale or service. Here are four of the many reasons why they may be hurting themselves and being like the ostrich that sometimes waits for the danger to come to it.

1) AFRAID OF APPEARING "PUSHY": Persons involved in Direct Sales often seem to be overly-concerned about this. Keep in mind that there is a difference between being pushy and being proactive. I feel very appreciated when someone from whom I purchased an item calls to see how I liked the item, or sends me a Thank You card. Wouldn't you? And, if during the follow-up call she mentions that one of the ways she grows her business is by referrals, that in no way offends me because I would want to refer my friends or family to someone who cares enough to follow-up.

2) WORKLOAD - Admittedly small business owners and entrepreneurs often carrying a weighty load of responsibility and have to multi-task as the CEO, the Sales Person, the Marketing Department, etc. However, customers are why they got into business and why they stay in business. It may be necessary to analyze if productivity would be enhanced by hiring someone to assist with less essential tasks so that the focus can be on where it's required most.

3) FEAR - There is an old saying that What You Don't Know Can't Hurt You. In business it's the opposite! What you Don't Know WILL Hurt You - your relationship with your customers and your bottomline. Are you afraid to call your customers after a sale or service because you may get a negative response? Would it not be better to know what their concerns are right away so that these can be addressed? And if customers are happy, would this connection not be the perfect opportunity to ask for a testimonial or referral?

4) NO DATABASE: Each of us has to determine how serious we are about growing our business. Having a comprehensive updated database is not an option, it is a requirement. I'm trying to think of any type of business that could function effectively without a database and none comes to mind. Some business owners may argue that the nature of their business does not require their customers' names and addresses. What if you placed "Comment Cards" on the counter and asked customers to complete in detail the first time they fill it out and add an offer to make it worth their time?

And now, please visit my website at : http://www.sendoutcards.com/62219 to create a Free Gift Account and send two cards to try our relationship-building web-based tool. You will create the cards online but actual greeting cards will be stuffed, stamped and sent through the US Mail.

4th of 5 Reasons to follow-up With Customers

Builds Trust - Many times customers make a purchase and they are dissatisfied, but it's just too much work to return to the place of purchase. Has that ever happened to you? Very recently I purchased a headset with microphone from a giant retailer and after two or three uses one of the earbuds separated from the headpiece. I know that this retailer has a reputation for willingness to do exchanges or refunds so while it's aggravating I'm not unduly worried about it; I just have to make the time to return to the store. What is your return/refund policy if you are selling a product? Do your customers know your policy? Do you have any flexibility in your policy for long-standing customers? How about if you are a service provider? Do your customers know if they are unhappy with a service they can call you within a stated period? Although it may be unfair, small businesses and entrepreneurs seem to be held to a higher standard and while comments like "I bought an item from XYZ large retailer and it was not a good buy" will hardly affect that retailer, a similar comment about a small business can have a deadly effect.

It takes work, it takes scheduling, it takes time but by following-up after the sale, if there is any dissatisfaction and this is cheerfully addressed, you, the entrepreneur or small business owner, will have a loyal customer. That customer will trust you and want to do business with you time and time again.

3rd of 5 Reasons to Follow-up With Customers

The Invisible Sign - Everyone wears an invisible sign around their neck that says "Make Me Feel Important." Business owners must promote ideas and implement strategies to ensure that each customer is made to feel special. There are numerous ideas, including many tried and true methods, but ultimately each business owner has to determine which ideas would be best for his or her niche.

Some basic suggestions that work for most small businesses would be:

Gifts with Purchase
Add-on Service
Customer Appreciation Days
Thank You Cards
Follow-up Calls and/or Surveys
Special Day Cards
Thinking of You
"I Value Your Opinion" - Referral Cards

By making your customers and clients feel special, you are building strong, long-lasting relationships.

And now I invite you to visit my website at: www.soclink.com/yvonnejones to learn more about a relationship-building tool that supports following-up with your customers and clients. You can test the system by opening a FREE gift account and sending a card to a client, customer, or a family member).

2nd of 5 Reasons to Follow-up With Customers

Reduces Customer Dissatisfaction - Customer dissatisfaction results when customers feel that very little person interest is shown in them and that they are viewed as just a number on the balance sheet.

Honest communication is a requirement for lasting relationships. In business this is no exception. "No one cares how much you know until they know how much you care" is a well-used quote but is so accurate. It never ceases to amaze me that when customers have a bad experience they are likely to share that with just about anyone who will listen, whereas many times the good experiences are shared with only a few. Would you not prefer that the person they share that dissatisfaction with is you, the business owner or entrepreneur? They will if you show by your surveys or programs for follow-up that their satisfaction with your product or service is important to you.

Why Follow-up with clients in a Changing Economy

Our current economy dictates that small businesses and entrepreneurs especially do whatever they can to attract new clients and customers, and retain them as well.



Mary Kay Ash, one of the greatest Entrepreneurs of our 20th century often said, "It costs five times as much to attract a new customer as it does to keep an established one." Would you not agree that it just makes more sense to adopt this attitude?


You probably can immediately think of many methods to implement to retain existing customers and clients but there are three sure-fire ways to do so:


1. Follow-up

2. Follow-up

3. Follow-up



Too simplistic, perhaps? Redundant? Customer dissatisfaction results when existing customers/clients feel that there is very little personal interest and that businesses see only the $Sign. Again I quote Mary Kay Ash who said that we should view every person as wearing an invisible sign that says, "Make me Feel Important."


A personal experience adds credence to this fact: I'd been a Mary Kay Beauty Consultant for a short time when I received a call from a lady who asked if I had certain products available. She was quite aggravated as her Consultant had left on vacation without filling her order and she needed products right away. I took care of her and explained that while I appreciated her business I would not add her to my mailing list nor call her because she already had a Consultant. I did, however, send her a "Thank You" postcard as I usually do following a sale. A few days later she contacted me and told me that her husband, a business owner, and herself were so impressed by the "Thank You" card that she wanted to do business with me because I demonstrated such professionalism. I explained our Golden Rule policy, however, she pointed out that since it was her money she had a right to decide that she would spend it with someone who gave her personal service. I could not argue with that! She has been a loyal customer who's spent hundreds of dollars with me every year for the past eight years!



Would you say following-up is easy? Perhaps not, but it is definitely worth it!


My recommendations are nothing new, but I hope they will serve to remind us that as small business owners, home based business providers, entrepreneurs, whatever designation we give ourselves, now that many of our clients and customers are spending less, or just hesitating to spend, we will NEED to among other things:


* Demonstrate more than the usual excellent Customer Service

* Take care of the customer's needs promptly

* Make sure to follow-up after the sale or service to insure that customers are satisfied.


Happy customers who know that we care build trust and will keep doing business with us even when the buzz word is "recession." They will also be more willing to refer their friends and family to us.