If you’d asked me before September whether I was good at following up with my customers I would have said, “Yes.” Indeed, if you’d really put me on the spot, I would have said we were at least a nine out of 10 at this. We were very good. Or so I thought…
A long story short, you’ll (probably) be aware of the campaign we ran in September to launch the 2019 EC Unlimited Pass. We put our heart and souls into it.
There were two dozen emails, text messages, voice broadcasts, direct mail, telephone calls I mean we unleashed the whole armoury on this campaign.
And it was very successful.
I figured that anyone who was going to buy would have bought during the campaign.
But midway through my 90 minutes one morning in the middle of October, four weeks after the campaign had finished, a thought struck me.
I stopped the work I was doing and instead drafted a very hastily written email to EC members who hadn’t purchased their Unlimited Pass for 2019.
I pressed ‘send’ and within four hours, we had seven more purchases.
I was genuinely stunned.
It was only four weeks after we had offered and marketed the heck out of this so it’s not as if these people hadn’t known about it or hadn’t had the chance to buy recently.
And that was the big lesson for me: that people buy when they are ready – not necessarily when you’re doing the selling.
What this shows is the importance of keeping in touch with, and regularly reminding, our customers of what we do and how we can help them.
It’s arguably the single most important thing for any business owner and it’s certainly getting a place much higher up the agenda in my 90 minutes going forward.
Because we forget.
We think we know this stuff. I certainly did. But EVERY business has leads sat somewhere that, if reignited or communicated with today could generate a conversation that leads to a sale.
Those leads are already in your system. You already have them.
But across the country, business owners have dismissed these leads as old, dead, dormant or ‘the wrong type’. Worse still, they’ve simply just forgotten about them.
On an EC stage three years ago, Sir Chris Hoy called things like this ‘marginal gains’. And we all ‘oooe’d and ‘aaahed’ and wondered how world-champion level cycling applied to our businesses. Well this is how!
This is a ‘marginal gain’. A small thing that makes a big difference.
I don’t care what name or badge you put on them but my eyes were opened massively by this incident in my business and I’ve resolved not to let it happen again.
I hope this note does the same for you.
So before you turn the page, just have a think about the short two to three-paragraph email that you could write in 20 minutes and send out today that would bring in some sales that you otherwise wouldn’t get.
That’s the power of follow-up. That’s a real-life marginal gain.
Do it now.
Go on. I dare you…