GETTING CLIENTS OR PROSPECTS BACK
In a suburb of Philadelphia-Langhorne, to be precise-is an unusual retail operation. It's a car dealership, but the difference is the firm's philosophy that no one enters the premises without a desire or need to buy a car. And there's a moral in this story.
The salesperson with the highest commission checks every month doesn't greet a single customer as they arrive. This salesperson only greets them as they leave. In fact, he's affectionately known as 'Gateman.' As people pull up to the exit gate to leave this establishment, Gateman walks up to their vehicle and says, 'Thanks for visiting us today; we really do appreciate your business. What model did you buy?'
If the exiting customers say they bought a new automobile, he congratulates them, wishes them well, and opens the gate. But if they say they didn't buy anything, Gateman goes to work with a simple question: 'Why not?' After intently listening to their objections, Gateman begins a process of slowly overcoming whatever purchase obstacles the prospect encountered. Slowly, but surely, Gateman gets them back into the dealership and in most cases sells them a car. This top salesman succeeds solely on the customers who didn't buy!
At weekly meetings in insurance agencies across the country, owners and managers review sales activity with producers. Congratulations are offered for sales attained, and assistance provided for sales being sought. Occasionally, a eulogy is rendered for sales that got away.
Where is Gateman when you need him? Perhaps agency owners and managers need to become gatepeople. Take some time each week to collect the list of sales that were not made and call those prospects. A simple conversation as follows may add to your bottom line in a big way:
'Hi Mr. Jones, this is Barbara Smith, president of the ABC Insurance Agency. I know that our producer has been working with you on your insurance needs and that you've decided to place your business elsewhere. As the owner of this agency, I was hoping that you could take a moment to tell me why.'
Then listen to the objections and overcome them, if possible. One of three things will happen:
- You may get another appointment to save the sale.
- You can keep the door open for another shot at renewal.
- You can find out what went wrong and learn from it.
Customers never cease to amaze salespeople. Many times simply introducing a new voice or face can make the sale. And, of course, every prospect likes to feel important and have his or her ego massaged. A call from the owner or the manager does just that. They feel important and recognized.
What about the other type of follow-up-going after the prospects who used to be your customers? USAA Property and Casualty Insurance conducts an extensive and costly marketing campaign aimed at the ultimate niche market: customers who left them. Titled 'The Grass Isn't Always Greener,' this marketing campaign sends letters and quotation-request forms to former customers. The letter begins with the question, 'Was the grass really greener?' It affirms the customer's decision to change insurers as perhaps the best for them at the time-but the letter goes on to detail unique differences to USAA insurance and asks the customer to call or return the quote card.
USAA has found ore in the veins of an old mine. Have you? Most of us concentrate on getting new customers and retaining the old customers. All too often, we simply write off the customers we lost. Yet one of the most proven concepts in marketing is that we have a greater chance to sell someone who has bought before.
Pull a report of former customers from your database. You'll be surprised at how long that list will be. Then begin a direct marketing process of recontacting these current prospects. You'll be even more surprised at how profitable a market they can be. Follow-up and perseverance are the ultimate keys to successful marketing.