Seth Godin has a great post on the importance of follow-through.
http://sethgodin.typepad.com/seths_blog/2008/01/the-last-intera.html
While this post may apply more towards agencies, I believe everyone ultimately answers to a “customer.” This spans an entire organization, from a CEO (shareholders & board) to a sales assistant (immediate supervisor and customers). Hence, we all should think about relationship building.
The intent, rather than something physical (like free candy), is critical. It may be a phone call or a handwritten note. Yes, it will take a minute, and perhaps there is an existing structure in place to support this activity. Don’t have the time? Realize that closing is easy in comparison with developing a long term relationship.
My own list of shame is populated by realtors and moving companies. Ugh. The best: a plumbing/home reno company in Rochester, NY. Every customer receives a loaf of home-baked bread around the holidays. Now that’s a competitive advantage.
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