Perhaps one of the most overlooked aspects of a good sales funnel is customer follow up. Often times we spend countless hours priming and primping our customer/prospect leading up to the sale. But in the end we drop the ball the moment the customer doesn't bite or, worse yet, we make a sale and then forget about that customer and move on to the next. This is the probably the single biggest mistake most people make when working with a client or prospect list. They fail to follow up properly if at all. Following up with a customer/prospect is paramount to building a lasting business relationship and it is one of the main ways to maintain that relationship and create customer value through this retention. Through one customer can come repeat sales, referrals and a loyal customer for life. It's not difficult and doesn't take much time if it is done in a systematic way. If your business currently does not have a good follow up system, then you need to get one now. There are several types of customer follow up and each one should have its own unique message. Let's examine the reasons you follow up with a customer after the sale:

1. You want to be sure they are pleased with your product/service
2. You want to further develop the relationship with that customer and entice repeat sales
3. This in turn will limit refunds - a sale is not a sale until after the guarantee period is over. Many people forget this and ultimately forget the customer once the sale is made.

The reasons you follow up when there is no sale:

1. To follow up on whether they have made a decision.
2. To further address any objections your customer may have.
3. To determine the time that is right for them.

There are several ways to follow up with a customer and you should utilize each method. A good chain for "after the sale" is sent to the customer in a 5, 14, and 30 day interval. This can be a mix of a card dropped in the mail, an e-mail followed with a card or a phone call to touch base with your customer to see how they are getting along and if they are having any issues. If a customer is not ready to purchase, this is NOT a sign they will never purchase. Sometimes, this type of customer ends up being your most loyal customer. Never give up on a customer/prospect if they are not ready to buy. If they absolutely say "NO" they will never purchase, then leave them alone. But if they are simply not ready at that time to purchase, then follow up is critical. Maybe in 3, 4 or 6 months they will be ready. Life happens to people. Be there when life corrects itself and they are ready. If you aren't, then someone else will be and they will reap the rewards. So stop spending so much time up front trying to get the sale. Using good customer follow up techniques will not only go a long way in creating customer value, but in the end will help build a sustainable relationship with your customer which will ultimately result in more sales, repeat business and a higher bottom line. Source: EzineArticles.com