Follow Up on Lost Sales

March 1, 2006

By: Adams Hudson

All salespeople lose sales occasionally, each for a reason. You can either whine about it, or make it better. If you choose "a", please apply for a job with the competition. If you choose "b", then have your "customer service rep" find out why. Here's the irrefutable logic...

A 3rd party will get more honest answers. They can politely probe to find ways the sale could've (or should've) been made. If your CSR is friendly and easy to talk to, this information can be a gold mine.

The CSR can say, "We're glad you made a buying decision you're happy with. But we wanted to get your honest opinion how we could've earned your business." Then you massage the good will with...

"Would you like us to keep you on our mailing list for our money-saving newsletter?" (Or other benefits that "leave the door open.")

Each 90 days, review this "Lost Sales Suggestions" file. You'll have profitable info to use in future efforts or to change sales strategy. Oh, did I mention this was free?

Adams Hudson is president of Hudson, Ink “Creative Marketing that Works.” His company creates a full line of marketing tools for contractors including Customer Retention newsletters, Yellow Page ads, “turn-key” Marketing PowerPacks and custom copywriting. You can get a free subscription to his “Sales & Marketing Insider” by faxing your letterhead to 334-262-1115 with the request. Also check out on the web for free marketing tips or call 1-800-489-9099 for more info.

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