The Art of Following Up

Recently I purchased a car and the process was very smooth. The dealers people involved were friendly, knowledgeable and sincere in wanting to help me purchase a vehicle.

I arrive at the dealer on a Wednesday to start the process and the selection process, test drive and paperwork goes fairly quickly and you can tell my sales guy here has done this a time or two. I schedule to pick up the car on Friday and all is set to go thru with the finance and wealth of paperwork to complete, but, again, went quickly and it was very organized and explained in detail. On a side note, feeling famous as I signed or initialed documents roughly 30 times.

I also have to say the the car was up front, totally detailed and ready for me to drive away. Just another piece to the overall experience.

The Lost Art of Following UpHere is the part that I always truly appreciate and it is the art of following up. Within a week of picking up the car I get a hand-written card from the two gentleman that assisted me in the process. There is always a moment of surprise when you do get one of these because it actually happens so rarely. Truly appreciate the follow up and of course I will be thinking of them for future use as well as a referral source for them.

I have had the occasion recently to do some of the same follow up for recent meetings. One was a hand-written thank you card for the meeting and two were emails with the same type of message. It is a lost art to do this type of follow up. It doesn’t have to be some long, drawn out message. Here are the two emails that I sent:

Great meeting with you this morning. There should have been smoke coming from our area with as much info as we tossed around. I truly enjoy our in-depth conversations.

I also included some items that were referenced in our meeting and an actionable next step for a future meeting.

The other email was:

It was great meeting with you yesterday and I thoroughly enjoyed our conversation. I look forward to the next opportunity to meet with you.

Both emails garnered a response from the individuals that I had met with.

Here are some key points for you to use when do your follow up.

1. Make it quick. Send an email or similar method (LinkedIn, Facebook Message, etc) within 24 hours of the meeting or event. Send a ‘hand-written’ card within 72 hours.
2. It should cover the reason for the communication, reference something from the meeting or event and have some actionable next step or steps.
3. Be sincere. Show gratitude. Be Thankful.

Following up is a component of great customer service, salesmanship, professionalism and it doesn’t have to be a lost art. Start following up today!

What Can Be Learned from Buying a Bed

I want to share an experience that I had recently in purchasing a new mattress set and how it pertains to exceptional customer service, customer loyalty and follow up.

For the last 6 months or so my wife and I have been discussing replacing our bed as it has been quite a while that we have had our existing one. We had purchased a Simmons Beautyrest Embassy product previously and come to find out it was almost 12 years old. First reaction I had was…what a product. Quality unmatched as far as I was concerned. My second reaction was that how time flies as I was thinking we had it around 8 years. We had started looking around at all of the discount places and kind of getting an idea where costs were going to land. The last place we went to was our local Simmons Bed Center where we purchased our original product. I have known the owner, Steve, for quite some time and that was one of the main reasons that we went back to check out our options.  This is where the loyalty part of this equation kicks in. It starts with a great product and our relationship with Steve. Lesson learned: Build relationships that last. I know that this has a viral effect as I have already told several people of my experience first hand.

So we hit the store on a Saturday afternoon and start the buying process. What I found great about this purchase was some quality questions he had for us about our sleep habits, our existing bed and price range. Now you can buy a new bed anywhere from $399 to $1500 so we had a lot of choices, but, based on our needs Steve led us to just three choices and he explained the quality differences very clearly to us that separated the three styles. Lesson learned: Narrowing the options so you can unconfuse the customer.

Now the strategy that I liked was, after he explained the products, you basically get to sample the product and try out each bed. After a little bit of humor from Steve about the Three Bears scenario, he left us alone for several minutes to go from bed to bed testing the different types. Lesson learned: This allowed time for us to gather any questions and/or objections that we may have regarding this purchase. Basically from a sales standpoint, stop talking and listen to the customer.

We decide on a product, a Beautyrest Radiance Plush and start the purchase. We feel there is great value in the mattress set at $1099 and yet Steve gives us a few incentives that we didn’t even ask for.   Bonus #1. They can deliver it Monday morning at 9:15 and they take the old product and set up the new product. Bonus #2. Steve takes plenty of time with me reviewing the warranty and about care and maintenance of the mattress. Making sure that I don’t have any further questions. Bonus #3. Lesson learned: Do what you say you’re going to do and provide exceptional customer service. Be happy to provide this exceptional customer service.

Now the follow up is what got me thinking about writing this post. I submitted the warranty information online which was very simple and easy to do. I get the standard email confirming that. 

I notice on the email that they have a Facebook page and I ‘Become A Fan’ of Simmons Bedding Company and throw a quick post up on my experience. I love the fact that they replied back and another reason why the Social Media front has some impact on the business and the customer. 

Then there is the phone call from Steve on Tuesday morning just to follow up to see how our fist night of sleep on the new mattress was. I was like…WOW! This doesn’t happen often enough. Now today I get another follow up email from Simmons. 

Lesson learned: Follow up, Follow up, Follow up. That is the key to creating great customer service and continued customer loyalty. Getting the sale is sometimes easy, but, retaining the sales and having that word of mouth support isn’t always there. That should be your ultimate goal.