Failure to follow up equals failure

EVERYONE's perspective on how they personalize follow up is valuable because every sales situation is different, yet if you try a consistent, methodical approach to follow up you will increase your success rate.

For example, to put my money where my mouth is, I've started a new business development position in a completely new industry to me, with another one of Canada's largest organizations.  This large organization is retail-based and has not introduced direct business development into their culture until recently hiring a business development team of veterans for each city. 

They tell me that they consciously hired people of a "certain vintage" purposely:  no babysitting required, they outline the metrics required and let experienced pros do their magic.   Four weeks in,  I've came out of the gate quick, so quick the executive VP sent me a personal note just Friday.  By my 2nd week I signed up the most that week with 13 new customers, the next closest was 6 in Ontario (a much larger market by Canadian standards).   Then I followed up week three with 9 and by week three this program had increased sales by 40 percent.

How did I do this?  Personal cold calling is the name of the game.  There is very few pre-existing customers so I had to start with a  methodical, consistent approach:
  1. Cold Call (in person) leaving a package (warm, friendly, nonassuming)
  2. Confirm who the decision maker is and express there will be follow up to meet at a convenient time
  3. Follow up by telephone -- stating  I am following up the package and would like to sit down with them to review how others have incorporated this service and saved themselves time and money.
  4. Follow up by e-mail -- expanding upon how others benefitted i.e. specific time and cost saving examples along with value adds that were discovered after the original intent was time/money
  5. Schedule appointment
  6. At appointment:   Ask questions; listen to answers, define needs; reinforce the reasons others signed on and their positive experiences
  7. Close by getting them to agree or sign up for the service or purchase product
  8. Follow up by electronic means to ensure they have my contact information along with the rest of the team they will be working with -- it's an electronic age and most people will respond in this manner
  9. Have the associate(s) who implement and execute the service telephones to introduce themselves (provide them with a script if you think they're uncomfortable) 
  10. Have the associates follow up with you that they've made contact and notes from comments (sometimes customers or prospects are more comfortable communicating with non-sales types)
  11. Follow up AGAIN to touch base to see how they liked the first order/process
  12. Learn from those that have become customers as to why they like the product or service to use as amunition with others
Hmmmmm that's definitely 10 touches just to get going.  Sometimes  I get to 3 with no return call -- the time when most sales people quit.  That is why I try 4.  After that, I will file  it for a month or so, never assuming that they don't want to talk to me ... just that I haven't struck a cord with their needs, their too busy, already  know who to call when the need arises or I will assume I will give up.  Yet I will continue to touch base periodically (diarize for 6 weeks or so) about new developments until they tell me o stop. If I'm doing that properly those communication follow ups will be relevant and of interest.

 While my immediate success rate has been rapid, there are steadfast tips you can learn from:
  1. One of the most important elements is planning.  I plan my day as the other one ends.  I decide where I am going to call.  It also allows me to do e-mail or telephone follow up by creating a list of things to do.  That can mean, my next day will work around an appointment.  It allows me to get a decent sleep without thoughts of what I must do or forgot to do that night.  It also starts my day in high gear.
  2. Sometimes gender and/or age may translate into being more relaxed.  That is irrelevant if you appear to be confident, conversational, not pushy, or follow their cues to get to the heart of why you're there
  3. Take the time to present a professional polish (you better believe how you look conveys more than what you are selling)
  4. Only use mints, NEVER gum:  one of my pet peeves with sales people - if you don't chew like a cow, you probably communicate arrogance (that is my personal opinion)
  5. Always assume that you are intruding or interrupting,  beg for forgiveness, hand card first, introduce self, explain package then ask for who/best time to follow up
  6. You may be amazed by how many business owners/decisions makers will sit down with at that precise moment or schedule an appointment on the spot
  7. If they agree to talk, take the time to explain what you are offering, how others have benefit, interject questions, listening/watching body language for feedback to continue
  8. If you see they are starting to zone out, ask a "following me" question or offer to come back another time
  9. Don't be afraid to suggest saving  time by committing then/there
  10. If they hedge, or are not expressing objections, asking questions, ask when you can come back to see them after they have had a chance to review
  11. A non-aggressive, tactful approach oftentimes causes them to sign then.
  12. Back to 9 above
  13. Follow up with electronic means to contact
  14. Follow up on how they like the service/product
  15. Don't be surprised when they start calling with questions that turn into additional opportunities or referrals
  16. ASSESS your results.  You can zero in on a market or niche based on where your success is coming from.  Is it seasonal?  Is it because its budgeting time?  Is it because they have budget to spend?  Is there a specific industry/prospect profile that closes more readily?  Is there a better time of day to call that is less intrusive?
  17. Remember:  ALWAYS show up or call when you say you will
  18. Send a personalized thank you note/card/postcard (NOT an e-mail) after an important meeting, when a customer buys your service or product OR after a referral ... this is so important, yet a forgotten art
The standards on activity for many organizations are not always defined, yet it is for us.  To cold call less than 10 a day is unacceptable.  We're launching a new program so it isn't like we have a lot of account management excuses to fall back on.  The high benchmark is 20 calls a day.  All calls tracked MUST be in person.  No telephone calls, e-mails are included.  Initially, I thought that sounded excessive but the organization wouldn't be who it is without doing its homework first.  I have discovered that it keeps me better focussed and I maximize my "in front of customer" time.

Typically results have been determined by activity and results.  Now, my experienced boss who was hired because of his direct industry experience, who also set the activity metrics,  further defines results by saying  that they'd rather have 10 cold calls a day with more sign ups than 20 cold calls a day with no sign ups.

Yet again, if you make the minimum calls and get the sign ups that should be suffice right?  Well, not exactly because if they don't engage the service, sales won't increase.  You will only have met activity and maybe even sign ups.  I've just reinforced what we're always told in sales:  Follow Up!   Hah!  If you exceed activity metrics there is also a good chance that you're skipping follow up which translates into less closing.  To make matters more confusing, if you don't have effective follow up, the engagement may be lacking when you try to sell too fast, which equates to less revenue increase.

If you spend less time following up, your chances of failing to increase sales are greater.

LOVE what you DO: Apply sales basics to your Blog

If you've bothered to read "About Me" the required boasts about accomplishments is suppose to help establish credibility or prove to you that I am an authority on the subject of which I speak.

One element I always look for when I look at the gazillion of sales blogs or websites is testimonials or background on the blogger.  Basically, asking the question:  "what does this person have that I can learn from?"  Granted, there are those like Anthony Robbins who we really don't question that any longer because his claim to fame is selling himself.  Likewise, there are very successful real estate tycoons, but none measure up to Donald Trump, who really excels at selling himself.  Yet, it never ceases to amaze me that so many master Bloggers don't back up their authority on the subject by quantifying their results.   That is where my point to this Blog starts.  I am open to examination.  Why?  Simply because I have proven success yet am constantly stretching my learning and qualifications.   If I don't expose my ideas and look for challenges to those ideals, then I have failed myself.  I have stopped learning from others.

There are several critical elements to sales success.  So here I am to apply some of those critical elements to my Blog.  First of all, I had to establish an objective.  Okay, fair enough.  My first Blog did exactly that, even if I've narrowed it further to keep me on track.  It really started out with genuine positive feedback from comments on sales philosphy on Linked In.  Thus, the objective emerged:  share ideas, tips and advice.

Next, define goals.  After taking and exceling at the Google Analytics Basic "Search Engine Optimization" (SEO) and "Search Engine Marketing" (SEM) right around the time I started the Blog, I  realized that I wouldn't be able to be an authority on sales, without understanding all the key elements impacting sales today.  The most relevant is Social Media.  It is changing traditional sales methodology at lightning speed.  To assume that all the same techniques that I applied a year ago, five years ago or more, are applicable today without incorporating Social Media into the equation is naive on my part.  Therefore, I realized that the GOAL I needed to set was to learn:  "how social media impacts sales by using my own Blog as a conduit to gain that insight". 

Thirdly, research competitors or learn from the experts.   If you are with an organization or product/service just starting out just like I am with my Blog it can be quite intimidating to tackle those giants already established before you.  However, I took the time to look at them, research a bit and learn from those already successful (one of my guiding principles).  I've used this tactic so many times.   In my case, I interpreted that many blogs promote sales techniques yet underline you should hire them or buy something, usually a book or course.   If you look objectively and absorb the most successful traits that you can relate to, you can immulate them into your phychic outlook to turn that goliath obstacle into an advantage. 

Next differentiation.  Many giants are so caught up by their size or their own "press" that they fail at self-examination.  A starter has the advantage after they microscope their competitors and analyse them they can uncover a nugget from where they might find an area where they differentiate themselves.  Differentiation  gets easier after you go through the steps of setting objective, goals, followed by research.   I applied the links among objective, goals and research to decide to " share what I know without an ulterior motive (i.e. seek speaking engagements, sell a course or book)".   There was my differentiation that I believed would set me apart from many sales bloggers.

Finally, and not the least important - measurement.  You cannot tell how you're doing without some sort of measurement stick. In real sales situations, you are measured by increased sales, new customers, improved profitability, expanded sales base, etc.  In the world of social media it is how many Twitter followers you have, even better, quality is measured by reTweets. With blogging, it is by followers, yes, but more when  you can check stats to see if you have traction by views or click through rates.  Don't forget to click not to count your own page views!  I like to monitor whether I am providing value -  I interpret from comments, feedback or sharing.  I post my results so others can watch my progress and because I KNOW there will be progress, I am not afraid to share.  Next, after I have established myself for a year, I will measure how I stack up against other sales Bloggers. 

Geez, I almost forgot the most important of all.  Not only does it take what I learn from the blogging pros by having a catchy title, it also communicates what I also learn from the icons of business -- LOVE WHAT YOU DO!
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"The Apprentice" Class(less)room

Celebrity Apprentice star Dennis Rodman and Do...Image by OPEN Sports via Flickr
Do you ever wonder why you're not politically savvy or want to learn how NOT to behave under pressure?  If so, then I recommend you watch this Seasons "The Apprentice" (switched from Sundays to Thursday nights) featuring Donald Trump.

There is tons to learn by watching how participants fail to plan, lack of goal setting, poor deligation, mediocre support of others, shortage on execution and (my favorite) sensitivity to criticism -- all attributes we need to work on personally or professionally, regardless of whether you are a recognized leader.


After watching the celebrities on the Celebrity Apprentice version, I conclude that they're somewhat more sophisticated in presenting a more positive image and try to promote themselves in a positive light ... yet eventually the gloves go on and their weaknesses are magnified (inset Dennis Rodman with Donald Trump).

With this season, they didn't wait. The cattiness of both the men's and ladies' teams came out right away. In fact, the girls didn't even wait until they'd found out whether they won before they started to turn on each other.   In fact, I can see why many of them are out of work.  Their attitudes, lack of support towards their project managers and team playing is obvious on the most outspoken participants.


I like to see whether I agree with The Donald's decision. I was getting him when he gave the first one to Peirs based on results, then he contradicted that by giving it to Joan Rivers instead of Annie Duke in the 2nd one. I agreed with Brett Michaels who was THE best winner so far because he got results, was a team player and didn't create animosity to win (unlike the previous winners).


I haven't been as enamoured of Lord Sugar's decisions that have been more based on how much support the project manager or fired person is getting from his/her team. People instinctively (especially women) recognize who is a threat. The Donald has been letting those clouded politics influence his decision. If he'd done that on the Celebrity Apprentice, Annie Duke and Piers would have been eliminated early on.


If I were a candidate on this season, it is more like watching Big Brother -- where who your alliances are more important than how you finish the task. In business, a strong leader gets buy in from everyone. Unlike real life business, on The Apprentice you are stuck with your team.  The Donald himself is able to build his own team that will compliment his strengths and minimize weaknesses (which he perhaps does not think he has any, which is a weakness in itself).   Best shown by being flanked by two of his children, Ivanka and Donald Jr.


I find Ivanka Trump to be very astute and I agree with her comments and observations. I like to think I relate to her the most. The ability to be direct and honest, yet focus on people's conduct rather than them personally is an art she sets herself apart from candidates and even her father.  On the other hand, Donald Jr. is somewhat wishy washy, or a prime example how the right support and coaching can increase one's strength or potential.


The best part of this season, of which I am envious of,  is each winning Project Manager gets to sit down with successful business leaders for an informal coaching session -- I would love to be a fly on the wall!  Somehow though, from what I've observed so far, it may be wasted because the greatest weakness by most candidates, winners or losers, is poor team play, engaging, respecting and listening to others.
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