What does follow up have to do with a bag of potato chips?
You just made a good phone contact or had a brief meeting, and the prospect is interested in becoming a customer. It’s time for your first followup. What do you do? Well, you probably send a package with so much information inside it turns the US postal service from the brink of bankruptcy into a profit making organization.
Most followup packages include a video, a brochure, an audio tape or two, an article from some magazine, product flyers, testimonial letters, a fax on demand number, an order form, several other items you think the prospect “can’t do without,” and a cover letter whew!
You have just employed Gitomer’s “reverse law of puking” you’re puking on the prospect before they have a chance to puke on you.
How much follow up is too much?
I say just give them one potato chip worth.
What happens when you give someone one potato chip? They want another one. The prospect calls and says, “Hey Jeffrey, got any more potato chips?” Yes I do then I grab them (by the throat).
If the sale is in the bag don’t give it all at once. Give them too many potato chips they lose interest. The prospect will eat what he wants, get full, and never call you again.
Just give one potato chip cause you can’t eat just one.
One potato chip follow up it makes the prospect want more. Here are four ways to employ the Gitomer “One potato chip” followup method:
1. Fax half of an article of high interest. Let them call you for the other half.
2. Send a letter with enclosed please find and then don’t enclose it.
3. Fax a joke on Monday, fax a joke on Tuesday, fax a joke on Wednesday, fax a joke on Thursday what’s going to happen on Friday if he doesn’t get your fax. He’ll start asking where it is.
4. Fax a question on Monday, answer it on Tuesday. Fax a question on Wednesday, answer it on Thursday. Fax a question on Friday is he going to be looking for an answer on Monday or not? Call him and say, “I’ve got the answer, I’ve also got some coffee and donuts can I come over?” You bet.
Each chip if given one at a time will lead to more prospect interest and eventually to a sale. One potato chip at a time will create the after thirst for the sale. Keep them wanting one more chip until there is only chip left the order form.
One potato chip not the whole bag.
Jeffrey Gitomer is the author of The Sales Bible, and Customer Satisfaction is Worthless Customer Loyalty is Priceless. President of Charlottebased Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts training programs on selling and customer service. He can be reached at 704/3331112 or email firstname.lastname@example.org
1999 All Rights Reserved Don’t even think about reproducing this document without written
permission from Jeffrey H. Gitomer and Buy Gitomer 704/3331112.