We needed some work done on our house and got a couple of bids. Company number one made a compelling presentation and a reasonable bid (compared to what we expected based on our initial research). Company number two had an even better presentation, and we went with them even though they had a significantly higher bid. 

NB: It’s not just about price or fees; you can get more customers or clients by doing a better presentation. 

One thing that made the difference is the way the salesperson at company number two followed up with us after his presentation. He called and texted and emailed and showed us he was at the top of his game. 

They did the work, and we’re happy with it. The building inspector who came out afterwards told us (without prompting) that the company had done excellent work. 

So, we’re happy. But puzzled. We haven’t heard from the salesperson or anyone else at the company since we authorized the job. 

Leaves you feeling like a commodity instead of a client. Slam, bam, thank you sucker. 

Anyway, not following up with us was a mistake. And not just because there’s a cooling-off period and we could have canceled the job if we got cold feet. Following up after the sale gives the company the opportunity to keep the customer happy and take a step towards creating a “lifetime” customer or client instead of just another entry in the ledger. 

We didn’t hear from them after the work was done, either. No calls to see if we’re satisfied or had questions. 

And that’s another mistake. 

To this day, weeks later, they don’t know if we’re happy. Or have other work we want to talk to them about. Or have a neighbor who might like to talk to them. 

Nothing. Not even a note thanking us for our business.

Or a request to provide a review or referrals.

If they had asked for a review, we might have mentioned that the building inspector volunteered that they did a great job. Thorough and tidy. Very reassuring to a prospective customer who sees that review. 

But now, because the company didn’t ask, no review. 

If this is how they operate on every sale, they’re missing out on a lot of additional business. A cautionary tale for anyone in a service business or profession. 

It’s so simple. Call the client after the work is done (or have an assistant do it), see if they have additional questions or concerns, send them some brochures or a referral card they can pass out to people they know, and if they’re happy, ask them to leave a review. 

The only thing worse than not doing some simple after-sale follow-up is what company number one did after they emailed us their bid. 

They did nothing. 

They didn’t follow up to see if we want to go ahead with them, had any questions, or needed help with financing. They didn’t ask if we went with another company and, if so, why. 

And now, weeks later, they haven’t followed-up with us to ask if we’re still interested (and hadn’t hired anyone). Or if we went with another company, had problems, and needed to talk to them about fixing it. 

Follow-up during the presentation process, after the deal is signed, and after the work is done. Or after the prospect doesn’t sign up. 

Never stop following-up. Because tthe fortune is in the follow-up.