You’ve probably had this experience: A customer visits your showroom, shows interest and then leaves without making a buying decision. Days turn into weeks, and despite your great first impression they never return. Frustrating? Absolutely. Preventable? Completely. Statistics across multiple industries consistently show that follow-up is key to closing sales.
Whether it’s through email, phone or another method, consistent follow-up is crucial to maximizing sales.
A multi-channel approach
Different customers respond to different methods of communication. Some might appreciate a quick email with helpful resources, while others prefer the personal touch of a phone call. That’s why a multi-channel follow-up strategy—using phone, email and text—is so effective.
Instead of relying solely on one method, aim to meet customers where they feel most comfortable—whether that’s through email, phone or text.
Example follow-up schedule
Having a structured schedule is crucial for success. Here’s a sample follow-up plan that can be implemented with a CRM system, ensuring that every sales rep follows through and tracks their efforts:
- Day 1: Send a personalized email thanking the customer for visiting the showroom and summarizing key points from your conversation.
- Day 3: Call the customer to ask if they have any questions or need additional information to make a decision.
- Day 7: Send a text message with a quick reminder about a promotion or provide a link to a product they showed interest in.
- Day 14: Follow up via email with a valuable resource, such as a guide to caring for the flooring they’re considering.
- Day 21: Place another call to check in and offer assistance.
- Day 30: Send a final email with a special offer or another value-added touch, such as a free consultation for measuring their space.
- Day 30-365: Subscribe them to your email newsletter. How many times have you thought you’d lost a customer only to have them return six months later? By staying in front of them over the long term you increase the chances of this happening.
By using a CRM, you can automate reminders for follow-up tasks, track each customer interaction, hold salespeople accountable and ensure no leads fall through the cracks.
Remain in touch
If you want your follow-up system to work, it’s critical to make it a non-negotiable part of your team’s routine. Require your salespeople to log every interaction into the CRM and hold them accountable for completing each step in the follow-up schedule. Weekly team sales meetings are a great way to review progress, address challenges and celebrate successes.
The statistics paint a clear picture: Follow-up is essential to maximizing lead conversions. Whether your customers prefer email, phone or text, the key is to stay consistent and provide value at every step. With a structured multi-channel strategy and the right tools in place, you’ll build trust, stand out from competitors and close more sales. Having a robust follow-up system in place pays for itself many times over.
Jim Augustus Armstrong is the founder and president of Flooring Success Systems, a company that provides floor dealers with marketing services and coaching to help them attract quality customers, close more sales, get higher margins and work the hours they choose. For more information, visit FlooringSuccessSystems.com.
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