The value of follow up

Previously, we’ve talked about how my old software company did every-30-day follow ups with clients and why it was so valuable. If nothing else, it made up for things that we maybe didn’t do so well.

When I have conversations with business owners about following up, it often comes up that these things are a lot of work. They don’t mean the follow up itself, but the act of getting their staff to actually do it, much less getting them to remember to do it, and so on.

First of all, a follow up system has to become part of your system for doing business, just like the bubble wrap that you insist must be wrapped around that expensive English bone china egg coddler before shipment.

Your staff wouldn’t dream of shipping a fragile piece of china without bubble wrap, and if you train them properly and make it part of the way you do business – they also won’t dream of blowing off the follow up.

The other side of this is that it isn’t rocket science. You don’t need an expensive system to make this stuff happen. A system could be an extra, documented, managed step that you insert into your paper-driven process.

So what about the value?

As I mentioned yesterday, I had some suspension work done on the Suburban. This is the same place where I bought the tires that are on it.

In the 13 months since I bought those tires, I have yet to receive a phone call, postcard or email offering to check those tires for uneven wear (a sure sign that something else needs to be repaired, or that I’m too stupid to inflate my tires properly).

Likewise, I have yet to receive any sort of contact to check alignment, brakes, or even to rotate my tires.

I don’t receive a contact in the early winter when lots of car owners change out regular tires for studded ones (I don’t, but many people do). I don’t receive a contact in the spring when the studded ones come off and are replaced by regular ones.

Not only are these things that naturally bring people to that store, but they also are ideal inspection times. Swap out time is an ideal time to determine that the other tires you are switching to might need to be replaced.

All this non-contact despite the fact that this store rotates and does flat fixes for free (they appear to understand Cialdini). It’s fairly clear to me (because of other things they do and how they do them) that they want me to come back and buy tires there again.

There is a pile of opportunity to offer a little care for those tires, and while showing they are trying to help me get the most from them, possibly earn a little extra cash by finding something during various inspections. And maybe sell me new ones.

Doing the math

For my rig, new tires are a $500+ expense. If you have 1000 customers (and they probably do), at any one time, research shows that about 3% of them have an immediate need for whatever you sell.

That’s 30 sets of tires waiting to be bought any any one time. $15 grand. Is that worth a little follow up effort?

We also talked yesterday about the batteries and how a free inspection routine for ANY vehicle would increase sales as well as improve the relationship. You see this in quick lube shops, sometimes to the wrong extreme. That isn’t what I’m proposing.

If you see 12 people an hour in a 10 hour day, that’s 720 clients through the door per 6 day work week (remember, it’s a tire store). If only 1 client per day needs a new battery (for example), and they buy a $45 battery, the free inspection will result in $14,040 in battery sales.

And that’s just batteries. Who knows what other sales you’ll make and what safety issues you’ll find.

Sure, maybe most of those people will buy a battery from you anyhow, but your inspections will have them buying before they are stranded somewhere, late for work, late for an appointment, stuck in bad winter weather, unable to drive their pregnant wife to the hospital and so on.

And you were the one who caught the fact that the battery was about to fail.

Look at your numbers like we did here and put a value on them. I suspect you’ll find a nice green reason to make it a part of your way of doing business.

It doesn’t matter if you don’t sell tires and batteries. You can use this too.