Where People Grow #22: The Importance of the Follow-Up
Paul King-Brown
SALES COACHING: I help Sales Directors & VP of Sales, GROW their Sales Teams to Become Trusted Experts, Drive Customer Loyalty, Increase Revenue and Dominate Their Marketplace. | Ask me about Sales Coaching your teams.
In the Nineties, I used to go to Harrods a few days before Christmas and buy every present I needed from this one store. The beauty of this exercise was that everything I needed was in one place, the negative was that it took longer than expected as I, often felt lost, as Harrods was so big, and I did not know where everything was.
After a few years of this routine I, was asked if I wanted a personal shopper. I, immediately dismissed this idea. From where I come from I can do my own shopping. Thank you.
But what exactly does a PERSONAL SHOPPER DO?
PERSONAL SHOPPERS are highly skilled gift curating experts. With an unrivalled knowledge of every item in-store and an extraordinary ability to find the perfect present, they are here to solve all of your gifting woes. ?Personal Shoppers work one on one with clients to understand their product preferences, lifestyle needs, and individual style needs. They will navigate across the whole store, using your expertise across all categories including, jewellery, fashion, furniture and many more. No day will be the same.
PERSONAL SHOPPERS, proactively search for selling and service opportunities with every client and search for new opportunities across the store which the client may not be familiar with to encourage broader selling. They use selling opportunities to expand a genuine and loyal client base through referrals and word of mouth.
· Management of the customer journey, from initial product selections through to transaction processing, stock picking and dispatch.
· Serve with an omni-channel approach, via traditional retail ‘on-site’ sales as well driving proactive sales, leads and acquisitions through virtual channels.
· Acquire, build and maintain strong relationships with clients. You will take the time to truly connect on an individual basis to know how we can best meet their needs and exceed expectations.
Within the personal shopping field consistently following-up and timely communication are keys to success. Following up promptly demonstrates reliability and a responsiveness that can set you apart from competitors. In nurturing relationships, personal shoppers engage with potential clients even if they don’t convert immediately, as regular touch points can eventually lead to new business. Continued sensitivity and care to the needs of a client show sincere authenticity, rather than the need to sell a service or product.
IMAGINE IF YOUR SALES PHILOSOPHY WAS ALIGNED TO THE ETHOS AND PRACTICE OF A PERSONAL SHOPPER. WHAT DIFFERENCE WOULD THIS MAKE??
THE SCIENCE:
领英推荐
ACTION STEPS:
The "Follow-up" is one of the most critical aspects of client acquisition, and doing it well sets you apart as reliable, professional, and genuinely interested in the prospect’s success. A quick response signals professionalism and respect for the prospect's time and interest. It also reduces the chance of losing their attention to a competitor.
Personalise every interaction: Clients appreciate feeling seen and understood. Personalised communication makes your follow-up stand out. In referencing their specific needs, concerns, or goals from your previous conversations. Share insights or resources tailored to their situation (e.g., “I thought this article might be helpful given your interest in [topic].”). And use their name and, when possible, include personal touches about past discussions.
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Provide value with every follow-up: Repeated follow-ups without added value can feel pushy. Adding value shifts the focus from selling to helping. Share an article, case study, or resource related to their industry or pain points. You can also offer a free tool, template, or checklist they can use immediately. Proposing an introduction to a helpful contact in your network adds to the value
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CONCLUSION:?
In a discussion I was having a few weeks ago, someone remarked that 70% of buyers had now changed their buying processes. But, only 17% of sellers had made any adjustments to the way they sold.
By now you can see that creating an awesome customer experience is primary. An ultimate necessity in the ever-changing world of sales.
In training, the products and services that the seller offers is more than likely the focus. Having product knowledge is deemed as the path to success; but in reading this article it is clear that there needs to be a decided change of emphasis. That in directing out attentions to the needs, challenges and priorities of the client, that will take your selling results to another level.
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Have a fruitful week
Pst Paul?:)
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Fractional Sales Director | Driving Revenue Growth, Shorter Sales Cycles, and High-Performing Sales Teams | Increasing your sales MoM |Guaranteed ROI or Your Money Back ??” Director @ Luna Sales
2 个月Great article Paul King-Brown . Unfortunately most people don't do it at all. And those that so don't do it well. They call to sell rather than with the purpose to guide the prospect to the next yes the next stage in the sales process. This is because they them selves have no ideas what the next yes or stage needs to be. Having a defined process is key to a successful followup. Having and owning the sales process alone normally doubles your conversion rate. Rather than defaulting to the buyer's process.