Skrivnosti follow-upa

follow-upUstreznega izraza v slovenščni za follow-up sicer ne poznam, ampak v osnovi gre za ponovno vzpostavitev stika potem, ko si z nekom že komuniciral in vzpostavil odnos. Naj bo to po poslovnem dogodku, ko si spoznal svoje potencialne poslovne partnerje, naj bo to po razgovoru za novo službo in nenazadnje naj bo to po tem, ko je stranka nekaj kupila pri tvojem podjetju.

Kar je vsaj zame najbolj presenetljivo, je da berem, slišim in vidim, da ljudje (in podjetja) niso še ravno dojeli, kaj lahko dosežejo s preprostim e-mailom, sporočilom, klicem, itd., kjer se zahvalijo za nakup, za čas, izkažejo veselje zaradi srečanja ali pa samo preprosto vprašajo, kako si. Ne zato, ker bi hoteli kaj doseči ali prodati, ampak zato, ker jih dejansko zanima, kako si.

Nisem še na primer doživel, da bi me recimo iz avtomobilskega servisa, kamor sem dal popraviti avto, vprašali, če je z avtom vse v redu. Pa imajo vse moje podatke. Ali pa moj mobilni operater, če sem zadovoljen z njihovimi storitvami in da imajo npr. za moj telefon še odlično bluetooth slušalko po posebno nizki ceni samo zame.  Edini svetel primer, ki se ga spomnim, je Optika Clarus, ki mi je potem, ko sem pri njih enkrat kupil očala, podarila brezplačen pregled oči. Pravzaprav so bili tudi oni malce sumljivi, ko me je prijazna gospodična poklicala in me prosila, naj se ji predstavim.

Na drugi strani od kadrovnikov velikokrat slišim, da ljudje sploh ne pošljejo e-maila potem, ko zaključijo z razgovorom, češ, da se zahvaljujejo za čas in da so oni res pravi za delovno mesto, na katerega so se prijavili. Naslednji primer je bila na zadnjih spletnih uricah recimo Inmaculada Martinez, ki svetuje investitorjem in poslovnim angelom, ki je rekla, da so investitorji najbolj presenečeni, ko podjetniki ne naredijo follow-upa potem, ko so jim pitchali svojo idejo/podjetje. Si morete misliti? Od človeka bi rad dobil npr. €1 mio investicije in se ti ne da niti napisati kratkega e-maila, kjer investitorja npr. vprašaš po počutju in se mu zahvališ za čas, ki ti ga je namenil in še kakšno navržeš o svoji ideji.

Če si kandidat za določeno delovno mesto, se boš s follow-upom izkazal kot resna oseba, ki ima razčiščen poslovni bonton in pozna načela dobre komunikacije. Če hočeš od investitorja denar, ga bo dal tistemu, s katerim bo lahko zgradil tudi dober odnos. In follow-up je eden od elementov, ki pripomorejo k temu. Če spoznaš svojega potencialnega poslovnega partnerja in mu po srečanju pošlješ follow-up e-mail, bo dobil vtis, da nisi neki šalabajzer, ampak da imaš resne namene zgraditi dober poslovni odnos.

Na drugi strani podjetju za iskren follow-up, ki stranki po možnosti prinaša še dodatno vrednost, ne bo potrebno strank prositi za priporočila; kadar je stranka zadovoljna bo o tem gotovo povedala še svojim prijateljem. Bodisi zaradi tega, ker jim hoče pomagati ali pa ker hoče doseči potrditev, da nekaj velja. Na drugi strani pa bo nezadovoljna stranka o podjetju povedala še več ljudem. Vendar tudi tu follow-up pride prav – pravočasen in iskren odziv pomiri še tako razgreto glavo.

Timing is everything – follow-up naj sledi pravočasno – še isti dan ali ne kasneje kot 2 do 3 dni po prvem stiku. Po tem času ljudje pozabijo, postane jim vseeno za vas ali pa v primeru negativne izkušnje o vas povejo veliko preveč ljudem.

Follow-up je izredno preprost in vzame zelo malo časa. Par vrstic besedila, če že. Ali pa minuta klica. Bodite kratki in jedrnati, ne komplicirajte. Predvsem pa dejansko mislite in verjemite v to, kar napišete. Bullshit smrdi na daleč.

  • http://aleshostnik.blogspot.com Aleš Hostnik

    2 stvari:

    - Fanfara ima perfekten follow up. Da ga dosežemo sem tečen ampak na koncu se vsem fino zdi, delo v prihodnje pa je lažje.

    - Agencija Sonček ima zelo zelo cool follow up.

    PS: Cool pišeš.

  • http://www.anej.si Anej

    Ne vem za Sonček, ampak se strinjam za Fanfaro, I love it! SMS, maili, CD s fotkami – just cute;)

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