Follow-Ups Create an “Endless Stream” of Sales


Posted on:

The never-ending cycle works like this: customers lead to an endless stream of purchases and referrals, which lead to another endless stream of even more purchases and referrals from their referrals.

That’s great news, but be careful that you don’t overlook something that is very, very important. It will end abruptly, without warning, dry as a desert rock if you leave one ingredient out of your sales process:

Follow up. Yes, that “after the sale” stuff that shallow and shortsighted salespeople resist like fire ants at a picnic.

Customer satisfaction is the ultimate goal. Without knowing of their satisfaction, exactly how do you propose to gain any assurance they’d ever use you or refer you again? (I’ll wait while you think of an answer.)

You must know the way customers feel about you even if it hurts. There’s a quote I happen to like a lot about this very message:

“Customers will never care how much you know until they know how much you care.”

There are several ways of going about this. You can set up contacts via customer newsletters, questionnaires, postcards, phone calls, or personal visits. It’s all part of a simple customer retention program.

Without contact, how is anyone supposed to know you care, or help YOU find the solution to YOUR problems in service or product delivery? You are not your own customer, so their perspective is invaluable to you. Your customers represent many thousands of like-minded solutions to your problems. Each translates to thousands of dollars in sales – or lost sales – in which you should be keenly interested.

Avoiding “bad news” because it represents a problem in your company is the same as thinking a fire in your home will go away if you pay it no attention.

The key is to let your customers know that you care about them. By the way, if you don’t care, then we suggest you learn to care or suffer major consequences. Let your customers know:

  • You want to do business with them.
  • You understand them.
  • You have empathy for their needs.

Got it? Good. You’re well on your way to seeing something not one in twenty so-called “salespeople” will ever go to the trouble to know. And it centers on…

Your Keys to the HVAC Success Zone

Sales are the actual purchases achieved from a salesperson’s work and presentation. (And maybe a little perspiration too!)

Sales leads are the result of good marketing, which is the foundation upon which a business exists.

Each sale becomes the reward and eventually your paycheck for your hard work. To the “ho-hum” salesperson (really an “Order Taker,” in my opinion,) the rewards often seem inadequate.

Yet as a sales student, you’re unlocking success through time-tested principles put into action plans by highly trained, experienced contributors. Once you apply these practices and principles, your rewards should be more than sufficient – and earned in much less time than “trial and error.”

This practice of trial and error is good in some ways, crippling in others. Good when you learn from mistakes quickly. Good when you blaze a trail, leaving no signs for your competitors.

Trial and error is bad when you disregard the wealth of knowledge out there. Or you decide to “do it yourself” even though faster, easier, better, more ways that are efficient are right in front of you. And it’s terrible if you’ve seen that others have blazed a “shortcut” to the same goal that you can follow, but you refuse to follow their example.

This – in my not-so-humble opinion – is sheer bullheadedness and it costs you in money, brain cells and, of course – time. That last one is a commodity in short supply that just happens to be irreplaceable.

Yet you cannot shortcut on fueling your sales machine. By this, I mean investment. You’ve invested in this program, and the time it takes to absorb it. Yet if you attempt to run a high-performance sales force without spending what it takes to fuel sales, you’re no better than the person who won’t patch the hole in his boat “because it’s too expensive.” One day it just sinks.

Sales are not an expense; they’re an investment because they’re part of marketing. (If you don’t currently believe that marketing and sales are an investment, you will by the end of this article!)

And the last time I looked, company owners don’t pay the commission on sales, customers do. Marketing encompasses so much that the department has no choice but to appear expensive. As the old saying goes, “You gotta spend money to make money.”

Before you think I’ve stepped off the deep end and intend for you to pour tons of money down a dark hole “just to see what will come back,” let me assure you –

I’m in business too. If the investment fails to pay a return, it is not a good investment. I earn no commissions from your sales, no royalties and earn no agency fees on media (unlike 95% of the ad agencies or media salespeople you’ve dealt with), so my passion for your spending is to be construed as a passion for your profitability.

That being said, your marketing expense produces leads. Those leads become appointments. The appointments turn into sales. The sales result in commissions AND in profit to the company. So the cycle continues.

Because sales are the foundation of a business, they cannot be looked upon as just sales. One must view sales from a managerial perspective. If your mission statement fails to include a phrase allowing you “…to make a profit,” then you may have mistaken your business license for a charity certificate.

Invest wisely in the sales and marketing process. It will pay you handsome dividends. One of the most astounding projects I ever worked on was a complete marketing makeover for an HVAC/Plumbing contractor who was taking a total business nosedive.

We yanked out all his “old” marketing systems, put in new fresh, sales-oriented, customer-focused marketing, and developed a plan.

In short order, his sales were up 276% (documented). Our client had an epiphany that he thankfully shared when he said…

“I finally realized that I didn’t run a contracting business that also marketed and sold contracting, but that I ran a marketing and sales organization that specialized in excellent contracting work.”

Wow. Let that sink in for a moment.

It is no secret that good salespeople are the key to achieving sales. To become a sales-focused business you must:

Support your sales force. Set good goals and provide the tools of achievement. Don’t set unreasonable goals. Irrational goals only dishearten your employees.

Practice good marketing techniques. Great selling does not exist without great marketing. Simple as that.

Support your customers. Give your employees plenty of liberty and tools to solve customer quandaries. Viewing your business from a customer’s perspective puts your business on a perfect track.

Adams Hudson
Latest posts by Adams Hudson (see all)

Posted In: Building Performance, Residential Buildings, Sales & Marketing

Looking for an ACCA QA Accredited Contractor?

Are you a homeowner or building manager?

BECOME AN ACCA MEMBER

join now

PLUS It's Risk Free!

JOIN OUR MAILING LIST and Get the Latest HVACR Industry Updates.