Building a Better Business

    Service: Following up - Just getting paid isn’t enough

    Champagne follow-up on a cola budget

    by David Lewis

    When was the last time a business followed up with you to see how things were going after the sale? I’ll give you a minute to think about that one.

    I find it interesting that in the era of companies that raise tens of millions of dollars in funding and use most of it to “establish their brand,” they forget that the brand is useless without that one key  thing—customers. And, if they are smart enough to remember that key element, are they smart enough to keep them?

    There are many companies that do it right. Amazon.com’s CEO Jeff Bezos (www.amazon.ca), in every interview I’ve ever read about him, stresses that for his business, it’s important that they be  “customer-obsessed.”

    Bezos knows that if you take the customer equation away from his business, his business is dead. “It’s not our competitors. In fact, it’s nothing external. It’s our customers. We need to be afraid of our  customers, because those are the folks who give us money. I remind people here that every morning we should wake up afraid and use that terror as a motivator. The customers are the folks that at the end of the  day are really in control of the horizontal and the vertical of our business. Any illusion that we’re in control of it is just that, an illusion,” said Bezos.

    So, why don’t we do our best to make the customer’s experience with our business the best that it can be? Aside from a good price and good initial service, don’t forget the follow-up!

    There are lots of ways to build a good relationship with a customer. Think of it much like dating. If you go out on a first date and have a really good time, but then don’t bother to communicate soon after,  chances are you aren’t going to date again. A custom relationship is much the same, but the customer doesn’t expect the follow-up. Few other companies follow up a good “date” with additional communication … so,  why be like others. Stand out and turn the date into a long-term relationship!

    So, how do you build on that “first date”? Here are a few options.

    The Pony Express

      Okay, I’m the first to admit that I love getting mail. Who doesn’t?

      Sending a card is pretty low-tech relationship builder, but it’s very effective and very personal if done right. And here’s what you can do.

      Visit your local printer and take along your logo and have some custom thank-you cards made. Nothing fancy, just a logo on some nice card stock.

      I’d recommend a hand-printed message or at a minimum, a custom one printed from the computer using a warm and personal font. Avoid using a “canned” message, as that erases all the personal feel of the  message.

      Stuck for ideas? How about these:

      • Bicycle shop. One week after the sale, send a card not only asking how things are going, but to remind the customer that they’re welcome to drop by so you can look at the bike to make sure everything is  working right (You can extend the same type of offer in any business that sells a product that requires routine maintenance).
         
      • Gift business. Not only is a thank you nice, but what about including a form asking if the customer is interested in being part of a service that will remind the client of important dates like birthdays,  anniversaries, and other special events?

    Reach Out and Call Someone

      Now let’s take a step up the technology ladder. Pick up the phone!

      While you wouldn’t want to use the phone for every single customer, it’s nice to take the time, maybe a week after a purchase or a project is completed, to call your customer to see how things are getting  along, if they have any questions or comments. Talking to someone raises the bar of service and really helps build the customer experience.

      Make a point, during your call, to really see if they are 100% happy with your product or service, and if not, address those concerns. Often, just by being upfront and really listening to your customers, you  can turn a good experience (their purchase/project closure) into a great one.

      Oh, and if no one is there when you call, leave a clear and concise message as to why you are calling and tell them you’ll try them again later.

    E-mail—the Foundation of Online Communication

      First thing, always make sure the customer is open to allowing you to contact them. If your business is online and the customer bought something that way, provide a field with an option to opt in to getting  contacted. Don’t assume they want your E-mail.

      Now, if they do agree to be contact by you, make sure that when you contact them, there is some value to your message. Keep the sales pitch to a minimum, and keep your message light and tight. Much like the  phone call follow-up, use E-mail to build a relationship.

      Different E-mail Solutions:
        One-to-one E-mail

        If your customer list is small or targeted, or if you have frequent contact with certain clients, use E-mail to build a better relationship with your customer.

        Make sure your follow-up is professional and written in a pleasant manner. Keep it personal and casual (yet professional), provide some information that you know suits the customer’s taste or targets  their purchase or service you provided, and most of all, leave the sales pitch at the door.

        Mailing Lists

        If you have a wide customer-base, or if you provide services that many people are interested in (for example, if you run a fitness consulting business and write a monthly fitness letter) and sending out a  ton of personal messages would just take too long. Consider a mailing list.

        A mailing list is simply a pre-written E-mail that you send out to a mass list of people who request to be on it. Again, this is another case where you want people to sign up. The last thing you want is to  just send your letter out to anyone who visits your store or site. That’s called spamming (basically the on-line version of unsolicited junk mail), and that’s bad news.

        If your group is small, you can do it yourself via your E-mail program, but if it gets large you may want to look at automating the process. There are several good options, some free, some for a fee,  available online.

        Check the following link for some excellent information on getting the most from your E-mail mailing lists:

    Things to do

      Now, before we wrap up, let’s take a look at some important things to remember when doing follow-ups:

      1. Focus your message. Value your customer’s time and keep your message focused. Keep things short and be consistent when you send it. If it’s a monthly letter, make sure it shows up when it is supposed to,  and don’t just flood peoples in boxes because you can.

      2. Be explicit with mailing list rules. Layout the ground rules of the list before people sign up, let them know how frequently you will send it, what you will do with your information (I’d recommend keeping  it completely private) and give them a way to opt-out of the list if they chose not to subscribe any longer.

      3. Don’t spam. Spamming is Internet terminology for junk mail. If you are lucky enough to have a customer list of E-mail address, treat it with care. Don’t send mail just because you can. And don’t fill your  customers in-boxes with unwanted E-mail unless you want them to be ex-customers

      4. Be subtle. One thing, in doing any type of follow-up, is to be subtle. The last thing a customer usually wants is a personal contact that is turned into a hard sell or feels pushy.

    Is that it? Of course not. This is purely the tip of the iceberg when it comes to follow-up. So, what else can you do? Use your imagination. Think about the things you’d like to receive from a business … things  that would make you a happier customer.

    Remember how you treat your customers has a lot to do with how your business will grow. My grandfather ran a service station (yes, they pumped the gas, washed the windows, checked the tires, provided a great  service, and did things the old-fashioned way—that’s why it was called a “service” station and not just a “gas station”) for 40 years and never advertised. Word of mouth from good follow-up and great service  helped his business grow year after year. His competition didn’t do it … they weren’t competition for long.

    Don’t forget the follow-up—it can be as important as the sale itself in helping you get repeat business.

    About the Author

    David Lewis - HeadshotDavid Lewis owns and operates an 18 year-old electronic publishing company, taybridge.communications that provides a broad range of online services.

  • Prior to starting his own business, David did several tours in the private sector - selling everything from e-learning to guns. Yes, guns. For the past several years, David has been in the public sector.  
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