No matter how hard you worked or how much you have discounted your price when you sell a customer, he or she then feels that you still owe them something. The perception on the part of the customer is that you, the seller, have not only gotten new business but also his or her money. There were many other sales people after the same account and the same business but you were chosen as the recipient.
Therefore, psychologically, you now owe your customer a favor, even though you had to bend over backwards to get the order. That is why follow up is so important to keeping the business.
You have been calling on a particular customer for months and have never gotten to first base. They are polite, however, they keep telling you to come back at a later date. All of a sudden you make a small sale!
As soon as we leave the account you check the stock status. Everything is checked and you send your customer a text the next morning confirming the order, delivery date and approximate delivery time. After you check to be sure everything was delivered you make a follow up call to be sure everything was alright with the product. You get a few small reorders and continue the same follow up strategies. And then the orders get larger. Soon you are the primary supplier.
Later you are having lunch with the customer and he lets you in on the reason he switched: YOU FOLLOWED UP AND YOUR COMPETITOR DID NOT !
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