Following Up Lost Business

Marketing

Following Up Lost Business
by Tim Connor



We all lose business – sales that are not closed, customers who decide to use a new supplier, businesses that no longer need our products or services, or any number of other valid reasons.

You cannot sell everyone and you cannot keep customers for life. It is a myth, no matter what you may have heard or read. The key is to not lose them because of poor performance, poor quality, poor service, or poor sales skills.

Some salespeople, when they lose a sale or a customer, go into a variety of irrational emotional reactions: they blame someone or everyone, they make excuses, they sulk, they get angry, or they run and hide.

Successful salespeople understand the ebb and flow of business and relationships. If you have good sales skills, a good product or service, a positive attitude, a good prospect – sooner or later you will sell them.

Here are a few suggestions to use when you lose a sale.

Follow-up with a thank you note or letter.

Follow up with an after-sales critique or evaluation.

Follow up with additional proof sources, i.e. testimonials, articles, etc.

Keep your prospect in an active follow-up file with regular contact by a newsletter, email tip like this one, or article that may be of interest to them.

Accept the fact that things, people and businesses change.

Find out what your competitor did better than you to get the business.

Ask for feedback from the prospect on what you could have done better or different to earn the business.

Don't assume it was price if that is what they tell you.

Don't let it negatively affect your attitude. Keep at it.

This week's lost business can be next month's sale. This month's lost customer can become next year's home run.

You will win some and you will lose some. You won't win them all, and you won't lose them all. Just remember – staying power over the long haul is much more beneficial than short-term quick success.


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Tim Connor, CSP, is a professional speaker and expert in the fields of management, sales, team building, and customer service. He's the author of 19 books and can be reached at 704-895-1230, speaker@bellsouth.net or www.timconnor.com.