Follow-up action that doesn’t include top-notch sales skills is like a football game that doesn’t include any touchdowns. It’s a lot of action with no tangible results. That doesn’t mean making every call, email, letter, or brochure into a sales pitch, but it does mean presenting benefits to meet known prospect or customer needs. Make your follow-up go beyond educating your prospects, to enticing them to visit you to learn first-hand what they can get from you and to referring you to other prospective buyers. Ask for the visit. Ask for the sale when it is appropriate. Ask for referrals. Ask how you can be a better partner in your customer’s success or satisfaction. Practice good sales skills as part of your follow-up action and you’ll soon reap more of the fortune awaiting you.
Guerilla Marketing, Jay Conrad Levinson, Houghton Mifflin Company.