“Customers are just refreshed to hear from somebody that is genuinely interested to make sure that they’re happy with what just went down, even after the money has been made.” – Jason Koons in today’s Tip 1197
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes in the form of another clip from my conversation with Jason Koons at Sweetwater. Give a listen to this:
Jason Koons: The other two buckets would be following up on previous orders. That’s a huge one for me, following up two to three weeks after somebody has taken delivery of something that I’ve sent out to them. It’s not something that’s required. The transaction is already done. But man, it’s such a relationship builder. And I’ve also found that over the years, I’ve calculated about a 20% closing ratio on those specific types of phone calls, whether it’s right on the phone call or something that comes through immediately after like the next day, even if I’m just leaving a voicemail, by the way.
There’s something about that extra touch where you’re genuinely concerned about how they feel about the thing that they just purchased from you, where it really solidifies the relationship. But then there’s also this magical thing that happens in between the time when they’ve received something and are happy with it. But before their credit card statement comes in, there’s nearly always something else in our industry that somebody wants. And in fact, I’ve studied up on this, I guess, social phenomenon called “Diderot Effect.”
Scott Ingram: I don’t know this one. You’re going to have to explain this.
Jason Koons: Oh, it’s pretty interesting. You should Wikipedia or something at some point. But it’s this old philosophy and really a social phenomenon of it being more likely for somebody to purchase something after they’ve already purchased something within a certain amount of time. It’s based on some old, I’m going to have this wrong because I haven’t looked at it in a while, but it’s based on some old Renaissance era or old Roman times, gentleman named Diderot. And there’s a cool story about some robe that he bought, and it just made him want to buy more and more things, something along those lines. But when you really start digging into the psychology behind it, it’s very interesting. And I’ve kind of built my cadence of following up on orders around that concept. But even more so than that, what I find is customers are just refreshed to hear from somebody that is genuinely interested to make sure that they’re happy with what just went down, even after the money has been made.
Scott Ingram: If you’ll click over to DailySales.Tips/1197 I’ve got a link to an article by James Clear explaining the Diderot effect. You’ll also find a link to my full interview with Jason on the Sales Success Stories podcast. If you enjoyed this little clip, there’s about 86 more minutes of greatness in there. Once you’ve started to dig into that, be sure to come back, for another great sales tip. Thanks for listening!