What Does Follow Up Have to do with a Bag of Potato Chips? By Jeffrey Gitomer
Hot prospect. 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 follow-up. 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 follow-up 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” follow-up 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 one chip left — the order form.
One potato chip — not the whole bag.
Written by Jeffrey Gitomer. For more information visit Gitomer.com!