You’ve just telephoned a prospect for the third time in three months, used your most professional, benefit-oriented sales approach to obtain an appointment and still received the dreaded no. Great! Hang in there. You’re getting close to closing the sale! Sound unbelievable? Consider the following:

Most people don’t buy the first time.

It typically takes a minimum of three to five contacts with prospects to close the sale, and often takes more.

Closing is a matter of building a relationship of trust with a prospect.

Most people buy from individuals who make them feel comfortable.

How often do you avoid calling back excellent prospects because they were less than enthusiastic about your service? Think about this – if you never called disinterested prospects back, you would continually be searching for new leads. Furthermore, you would be relying on lucky hits – prospects who have an immediate need for your service or product. With this short-sighted strategy, there is little chance of building a relationship over a period of time with your prospects.

Systematic follow-up is equally important in winning the confidence and respect of your prospects and customers. How can you remember how often you’ve called, what was discussed and when to call again? A simple, organized, tickler file is a must for a top-notch, professional salesperson. A follow-up system, used regularly, can be the most powerful sales tool you have. I have enjoyed much success with this very simple system:

To get started, you will need the following:

1. 4″ x 6″ card file/box… at least 8″ deep.

2. 4″ x 6″ index cards…white and an additional color. Use white for prospects. A color card is used to record a sale, remind you to send a thank you note, ask for referrals, and distinguish special customers.

3. Numbered tabs (1-31)…for active follow-up.

4. A-Z tabs…inactive-use for prospects/customers you are no longer pursuing.

5. Monthly tabs…for future follow-up.

To set up your file, first place the current monthly tab in the front followed by the tabs numbered 1-31. Second, add the remaining monthly tabs. Last, put the A-Z tabs in the back. This card file should always be on your desk. The minute you finish a phone call or return from a sales presentation, make it a habit to jot down some brief notes and personal observations. Tickle for future follow-up and then do just that – follow up!

Barbara Sanfilippo is a seminar leader specializing in sales, sales management, and telemarketing. For more information please call 415/547-6683 or write 645 Chetwood #204, Oakland, CA 94610.