How to gain more business without doing more work
By Lorraine Pirihi
When was the last time you wanted to purchase office equipment or
items for your home, or tried to enlist the help of a professional service
provider? What was the service like? Did the person who tried to sell
you their product or service do what they promised? Did they even bother
to follow up with you? Did they stay in constant contact with you until
you signed the cheque and then vanish from the face of the Earth?
The real estate agent
A friend of mine recently sold her house through a local agent. She was
happy with his service right up until she paid the $10,000 fee. After
that the service deteriorated. She left numerous messages requesting information
about moving house and all the associated traumas. For $10,000, do you
think it would have been difficult for him to prepare a checklist of what
she needs to do?
When she finally spoke to the agent, he bluntly told her, "No, we
haven't got anything like that!" For $10,000, do you think it would
have been worthwhile for him to prepare a simple checklist that he could
supply to all his clients?
Instead of her being happy and recommending this agent to others, she
is infuriated by his "couldn't care, downright lazy" attitude
and will certainly tell many others about it. Such a simple thing can
bring a good experience undone and lose potentially thousands of dollars
of future business.
The insurance guy
When do you usually hear from your insurance agent? Usually when the premium
is due or when your direct debit bounces.
Do you think my business insurance agent could make a note in his diary
to ring me (or get one of his assistants to call) to see how my business
is going and let me know about other products that could interest me?
That would blow me away. Chances are there is some insurance I need but
don't even know I need it!
Do I have any loyalty to this agent? No way - and it doesn't matter to
me how nice a person he is. If someone else in his industry contacts me
and can offer a better service (which isn't hard to do), I wouldn't think
twice about changing.
Systems for success
The 'sale after the sale' system
It really is easy to increase business just by following up with the
people you have already sold to. For many businesses they just focus on
the one-off sale, get themselves busy, busy, busy and never look at the
long-term value of a client.
The 'returning phone calls and responding to email' system
Make it a habit to return calls and emails within 24 hours. If you're
unavailable, make sure someone else in your office can do it.
People aren't going to hang around waiting. They'll take their business
elsewhere.
The 'do what you promise' system
Every time you say you'll do something, immediately write it in your
diary/electronic organiser on the day you intend to do it. Ensure you
check your diary/electronic organiser daily to see what commitments you've
made and then work your way through the list.
Your credibility will soar in your client's/prospect's mind if you follow
through. Why? Because most people don't. Stand out from the crowd, under-promise
and over-deliver - not the other way around.
The 'follow up after the sale' system
Contact the client a day, a week or a month after the initial sale
to see how they've benefited, or if there is anything else you can do
for them. Were they happy with your service? Who else do they know would
also benefit from your products or services?
Marketing experts suggest you re-establish contact with your clients
10 to 12 times a year, otherwise they're likely to forget all about you
and your business.
Perhaps email, fax or post an informative and brief newsletter to them
monthly (refer to 'How to Organise a Killer Newsletter' on our website
at www.office-organiser.com.au).
Final word
It's easy to gain more business without doing more work. The costly part
is acquiring a new client or customer. Once you've got them, don't leave
them. Nurture them. Build long-term relationships and you'll be the first
person they call when they require your goods and services again.
They'll also refer you to their friends, family and associates because
they know that you're different… you care.
Lorraine Pirihi, The Productivity Queen, is Australia's leading Productivity Specialist and creator of "The Productivity and Profit System TM" that shows business owners exactly how to work less and earn more! To receive your F.R.E.E. CD & Report "3 Steps to Dramatically Reducing Your Workload and Stress While Maximising Your Profit$!" ($77 value) go to www.productivityqueen.com.
