Have you used a post-hole digger? You could use a shovel to do the same job. I have multiple hammers but have used my shovel to pop nail tops back in before.
There are numerous systems available for sales and follow-up, but when selecting the right tools, remember to use the one that best suits the task.
A post hole dug with a shovel will be too rounded to be stable against a stiff wind.
Using a shovel as a hammer will hit more than just the nail and not have the appropriate force.
A shovel can be used as a hammer or a post-hole digger, but you do not want to.
Use the right tool for the right job.
There is a great purpose for all technology, but do not get excited about artificial intelligence (AI) solving all your problems. AI makes organizing and drafting easier, but it does not listen or understand like a human.
Texting gets more eyes than e-mails, but now has spam blockers. Open rates are dropping as people treat text messages as non-urgent.
Video messages are incredibly engaging when used in key spots, but often are a last-ditch rather than supplemental. Video chats can replace in-person presentations, but without a physical demonstration, consumers lack the confidence to use the RV effectively, which is a key factor in purchasing decisions.
When we discuss sales processes and follow-up, we want efficiency, but not at the cost of effectiveness.
One example is when you are taking notes on what the customer says in person. The power of pen and paper shows you are listening. When a salesperson writes down exactly what the customer has said in front of that customer, the customer feels heard and is encouraged to continue sharing.
When the notes process is digital, the customer cannot see the notes being taken. Cookie-cutter questions have cookie-cutter spaces filled in. You can expect cookie-cutter responses. A customer who cannot see that you care about their concerns will share less.
When we talk about effectiveness, examining the closing ratios is helpful.
The more of their five senses you can engage a customer in, the higher your closing ratios will be. When a customer or salesperson is hiding behind email, expressing tone or creating any urgency is difficult. Texting is better for urgency, but words on a page are never the same as the same words delivered verbally.
Phone calls are better for urgency and tone, but you lose the ability to show. Video chats enabled all of the above, but you lose the product’s physical interaction. When you have all parties in person, you can use all their senses to make them comfortable with your service and confident in their purchase.
Lead development is as much about building a relationship of service as it is about trying to sell anything. A customer who progresses from digital communication to live interaction will receive better service, and as a result, will buy.
Systems to Follow Up
Follow-up systems must follow the same rules as other technologies.
I do not endorse any specific system. They all can work if you work on them daily. Every effective follow-up system has six components.
- Input of customer’s contact information: The customer should understand why you are gathering it, and the salesperson should have the specific time the information is gathered during every customer interaction.
- Manager’s copy: So many tools are designed for salesperson follow-up, but they forget the old adage: It is not what you expect; it is what you inspect. By having managers involved in daily follow-up, consistency improves, as does the call quality. Two heads are better than one.
- Pre-Sale follow-up notes and prompts: Having triggers to remind salespeople when to send a thank-you note greatly increases the likelihood it happens. Having open space to make notes easily means the next follow-up call will build on previous conversations.
- After-Sale follow-up notes and prompts: This is a much bigger conversation to be had, so feel free to reach out to me to talk about it for your store. The primary reason after-sale follow-up is not conducted regularly is that it is not scheduled and managed within the same system as pre-sale follow-up. Repeat and referral business must be earned.
- Hard copy of system: A hard copy eases the quick search for a customer when they call. The copy serves as a backup in case the internet is down or the computer program updates and reformats information. We do not want to lose all the customer notes, or even on a productive day, because of a technology glitch.
- Integration into your sales process: The right tool for the right job means the systems you use should flow in and out of each other. Your systems, while standalone, must be integrated into the other processes and complement each other.
The Next Sale Starts Now
Follow-up systems are great for data but may not be what you want to use for tracking. The point of tracking is to find areas of remediation. In other words, the more you track individual progress, the more opportunities you will see for individual development.
If your follow-up system does not provide customizable percentages of measurables, use a different tool to help you accomplish the goal even better. An easy example would be a principle every dealership should have in place: No One Walks Unless A Manager Talks.
Before a customer leaves, does your manager introduce themselves and help the customer in a way the salesperson did not? The answer is easy to track. Showing the sales growth when it happens consistently is easy. Establishing the process requires training to teach and practice how to execute it, but any process ultimately requires doing the work.
Do not be afraid to use the right tool, even if the tool is not the most exciting at the moment. As technology progresses, paper has become more meaningful.
A handwritten thank-you note stands out in a crowd of ignored texts and filtered emails. Paper has, by far, the highest touch rate, but no instant reaction without a strong call to action. Use paper as a tool to generate higher response rates for calls.
A quote from the head of Sobel University’s marketing department, Melissa Prior, has helped thousands of sales professionals increase their repeat and referral business using a bird-dog program masquerading as a paper-mailed newsletter:
She said, “The secret to being remembered in any sales profession is to avoid getting lost in the digital noise. If you are in RV sales, the most important thing to know is that the sale does not end when the paperwork is signed. In fact, that is when the next sale begins.
“Your customers’ inboxes are flooded. Spam filters are aggressive. Attention spans are short. Even the best-crafted emails can get buried in a sea of warranty reminders, promotional blasts and appointment updates. If you are using automated emails, your customers know it. Worse, they feel it. Your relationships with customers should not feel like an afterthought or mass-mail campaign. Your customers crave authenticity.
In RV sales, repeat and referral business is everything. That only happens when people remember the sales professional. That is why we created a monthly service built for RV sales professionals. In a world obsessed with digital convenience, human touches stand out. Real paper works today more than ever.”
Final Thought
Whether you are looking to improve the quality of after-sale follow-up, your manager’s involvement in current leads or even just when to use text or email, keep one thing in mind.
Use the right tool for the right job.
Jered Sobel serves as president of Sobel University, a company providing training for management, salespeople and consumers across North America. He is best known for designing the industry-standard onboarding sales training manual and co-authoring the consumer guide to purchasing an RV. Among his previous work experiences are roles as a dealership salesperson, a general sales manager and hiring dealer staff.
