Flip the Funnel: How to Use Existing Customers to Gain New Ones

FOLLOW-UP

The follow-up contact is affirmation that any promises or intentions were genuine and earnest. This is not only acknowledgment in and of itself but also clearly demonstrates commitment toward a customer—which is precisely why it is likely to yield disproportionately positive results down the road. In a rapidly changing marketplace—one that’s becoming more conducive to a two-way conversation versus one-way communication—many listening strategies fail because there is inadequate follow-up, response, or responsiveness. Customers today demand our presence long after the sale is complete, or they’ll likely fade into obscurity (and fall into the clutches of our competitors). Regardless of whether we’re dealing with a new purchase or a query on an existing one, it is critical that we execute an indiscriminately robust and comprehensive follow-through that would make Tiger Woods proud.

The corollary has even higher stakes and more severe repercussions: A halfhearted attempt is probably worse than no attempt at all. If we start something, we need to see it through to completion. Anything less telegraphs a lack of commitment and a lack of care.

I recently received a call from the head of the Audi service center following a service appointment in which my car’s battery had to be restarted. They just wanted to make sure everything had gone according to schedule and that I was back up and running again.

Can you see the pattern? Do you believe I’ll be back to renew my lease? ...