The otolaryngologist had completed his short examination of my nasal cavities. It had been 10 days since he had surgically altered my deviated septum so I could breathe and taste and sleep like a normal-nosed person. Routine work for him, big deal for me. Things were looking good, my surgeon told me, and we discussed how the surgical site would heal over time — for, barring any complications, we would never see each other again.
"Any other questions?" he asked as he began to gather his things: My index-card-sized medical file as well as something I’d never seen in a doctor’s office — an iPad.
"How do you like the iPad?" I nodded toward it.
"Oh! It’s great for certain things," the surgeon replied. "You know, we use a desktop for the heavy lifting, but when I’m with patients this allows me to look things up without typing away, which is something patients don’t really like. I know, because they tell me.
"Funny thing, though. The IT contractor who came in and set this up has disappeared. Now that I know it works for me, I want to set up the rest of our practice. I’ve called this guy three times! No call back. I don’t understand."
I suspect this happens more often than any of us would care to admit. Maybe the IT guy’s business went under? Maybe he’s too busy filling larger orders? Or maybe — just maybe — he’s really bad at follow-up. According to some estimates, nearly half of all salespeople never follow up with a prospect; a quarter stop after two contacts. Yet most sales — as many as 80 percent — happen after five or more contacts. What can we marketers do to help rectify this?
First, do no harm. Don’t give your reps schlocky materials. Ask whether they like using them — or not. In one recent company newsletter I saw, the salesperson of the month was asked to name his favorite sales tool. "I don’t use any of ’em!" he replied. "A good rep knows his game and doesn’t need a brochure to fall back on." Ouch.
Second, give them a calling card. A series of white papers, for example, is the gift that keeps on giving. Physicians and researchers won’t say no to data or key leader opinions. And it is a heck of a lot easier to call on someone when you have something for him or her — and it’s free.
Third, push the power of persistence. Share your sales stars’ best practices through internal channels, e.g., intranet or company newsletter. There’s a very good chance your best reps are your most persistent and hardest-working. Giving them star billing will make hard work that much more fashionable. Maybe one of them even has a success story like this one that involved a mere 76 contacts.
Finally, don’t be like the guy who lost my surgeon’s IT business. Don’t forget the existing customer. Help your reps keep them happy and soon you’ll be enjoying the best kind of follow-up there is — repeat orders and word of mouth. It’s not for nothing we call it follow up.
Rob Kinslow is vice president for strategic communications at Seidler Bernstein. A journalist by training and former president of the American Medical Writers Assn. in Boston, Rob gently guides companies through the often byzantine world of brand and message strategy. His work has been recognized by the American Hospital Assn., AMWA, Diagnostic Marketing Assn., the Healthcare Information Awards, Rx Club and others. An avid magician and musician, he is also a former three-term president of the International Brotherhood of Magicians in Boston.
