What percentage of salesperson are you?
Research shows a direct correlation between interaction with clients and sales generated.
Jack Daly presents eye-opening research:
• 48% of salespeople never follow up after the first contact with a prospect.
• 25% of salespeople make a 2nd contact and stop.
• 12% of salespeople make a 3rd contact and stop.
• Only 10% of salespeople make more than 3 contacts.
• 80% of sales are made on the 5th to 12th contact.
Figures like this don’t always mean a lot but seeing them after just having undertaken a customer experience they appear very relevant to me. My daughter and her partner have decided to get married in December and so we have been looking at various wedding options. My own interaction with suppliers during this has made me very aware of the necessity for continued contact.
Firstly we started by planning to have the wedding at her partners family farm and hire a Marquee. I approached 4 Marquee hire places physically and 6 through an internet inquiry. All of the internet inquiries were followed up by a return email quoting their prices and maybe attaching a brochure. Most replied within 48 hours however one was very slow both in their initial reply (5 days) and then in a further email after another (4 days).
The ones I visited physically showed varying levels of service from pure disinterest with just a handover of a price brochure to anther who was very helpful with suggestions and advice as to what additional items we would need. A different company had a very nice person but she but seemed to think we wanted to use the cheapest possible options for everything and eventually left us with the feeling of her company planning for the cheapest option rather than fulfilling our own individual wants and needs.
From all of these people I have only had one follow up email from NZ Marquee Events limited. This was sent asking how I was getting on and if there was anything else they could help with. We had however decided to use a venue in the mean time and so I sent back and let them know the change in plan. Within a few days I had an invitation to join the owner on linked in and so they are now a memorable supplier of Marquees for me. Although we are not now a direct potential customer I am certainly a future promoter of their service and product to others and potential user at another time. As for the other people I contacted. I can’t even remember who they were.
The basis of my experience shows just how important it is to listen to your customers needs and follow up with further contact. This will provide advocates for your business which will strengthen and grow it.
April 03 2012 10:57 pm | Uncategorized
Colin Kelly on 04 Apr 2012 at 10:41 am #
All generalizations have a kernel of truth. I presume we differentiate between qualified contacts & those with little prospect of buying & selling? And “Contact” can become “stalking”! While possibly all leads need followed, the 80/20 rule needs remembered too! No one is suggesting showing 20 houses on 10 appointments to someone who “might buy in your neighbourhood, or another suburb, of maybe rent” I trust! You can not do every deal…but you can spend every waking hour trying. Balance in all things I say!
Kathie Shepard on 11 Apr 2012 at 12:29 pm #
I agree Colin There must be balance in all things. I certainly don’t advocate spending every waking moment following up on things. I gusee we are talking about the “qualifying” aspect of a customer and being carefull not to write someone off without knowing where they could end up. Following up on the people who you don’t have an answer for rather than just assuming they have gone elsewhere.
Stalking is certainly not an enahncement to any relationship but giving people options of further contact and asking permission to keep in touch is quite a different concept to stalking. AS you say it is getting the balance right which is very important.