The Fortune Is In the Followup

By Tod Novak

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Salespeople often tell me they hate to follow up. When they want my product or service they will call me, they say. I wish this was true, but it's not. The key is the fortune is in the follow up.

Follow up in a professional manner. When the timing is right they will buy.

You might have to follow up with them for years. This is known as relationship selling.

This reminds me of a story of a gentleman named Kamail. He's with Compass Bank and I was in his office one day. I'm one of those people when you go into someone's office, to really get to know them, you should look around the entire room -- because whatever they're hanging up is important to them. He had a newsletter that talked about a sale he had made. You know, he worked 3 1/2 years to make this sale ... he kept following up and following up. He would go to Little League games, he would go to birthday parties. Wherever that potential customer was, he would just show up.

One day -- 3 1/2 years later -- he got a phone call. The gentleman said I'm going to give you an opportunity to earn my business. He closed the biggest sale for Compass Bank, a $35 million commercial sale.

So remember: follow up, follow up.

© 2008 Tod C. Novak
PHS-043-005216

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