How Important is Follow Through in Selling?

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In tennis shot, basketball throw, and golf-swings, follow-through is as important as the actual swing that is intended to hit the ball. It will determine how effective the shot will be.  In sales,  follow-through is important to reinforce the sales process and help steer it until the sale is finally closed.

                                          
                                                   Photo courtesy of capitaltennis.net

Follow through in sales is as important as the other steps in the sales process. In prospecting, follow-through is imperative because a salesperson needs to persistently make follow-ups on prospects at some future date until they are ready to buy the product or service.  Follow through consists of giving prospects a call every now and then, or paying them a visit.

During sales presentation, the follow-through consists of a probing-listening-probing process to handle objections until it leads towards the closing of the sale.  Trial close is another form of follow-through after the handling of objections.

During sales negotiation, follow-through involves the salesperson to capture negotiation specifics preferably in writing, and reiterate it when necessary. This is important when negotiation was not finalized; and there is a need for another round of negotiations, especially if other vendors are being considered or there are items that need to be clarified with upper management.  Follow through until its conclusion is important.

In the final consummation of the sale where products and services are already delivered to customers, follow through comes in the form of after-sales service to see if the client is satisfied with the product or service. This will ensure future sales.

In all my years in sales, I have experienced that follow-through is important.  I have committed some omissions on this aspect during my early days, and have paid for it dearly with lost sales. Poor follow-through almost always results in the "sale" that got away.

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