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The importance of consistent follow-up might seem too obvious for a column, except that dropping the ball is so common. For example, I recently contacted a service provider, had a lengthy conversation, and asked for literature – which never arrived. My read: unreliable and uninterested. As a result, there is no possible way that company will be awarded what could have been a very nice contract.

On the other hand, another telemarketer who recently contacted me and learned of my interest in her product did not fail to follow up at the exact times we had agreed to, over the course of several months – and ultimately got the sale. At that point, I would not have considered anyone else, so impressed was I at the professional and consistent follow-up. The salesperson showed not only admirable persistence, but a real concern for the prospective buyer's schedule and interest level.

Reliable follow-up is also important in situations other than sales. “Everything you do says something to someone” is a phrase that's worth remembering. Poor follow-up with your suppliers, colleagues, employees – anyone within your business circle – can send a negative message about your organizational skills, level of interest in issues of their concern, or reliability. That's not good marketing.

Plenty of low- and high-tech tools are available to help. In the old days, we all kept handwritten to-do lists and “tickler files” checked regularly on certain dates. Now, we have Post-It notes, both paper and electronic; task lists in our calendar software with built-in alarms; and for power follow-up, contact management software like ACT! from Symantec. I like to print out a list of action items from meeting notes and keep them at hand to remind me of tasks and deliverables I've agreed to take on.

One more thing. Good follow-up can only happen when you make realistic promises that you're able to follow through on. “I'll call you next month” is better than “I'll call you next week” if that's indeed what your schedule more likely permits.

Ralph Waldo Emerson said “A foolish consistency is the hobgoblin of little minds,” but in marketing … consistency's anything but foolish.

What do you think? Email Robin Lawson, rlawson@marketalk.com.

Think Again is a monthly e-column intended to inspire a fresh look at marketing-related business issues. Marketing is what the enterprise does to motivate buyers – not just what the enterprise says. Think Again is published by Marketalk, a marketing advisory firm in Newburyport, Mass. that helps business clients achieve the highest return on their marketing investment. For more information, please visit http://www.marketalk.com.

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