By ignoring a critical, yet simple step, the goal of increased sign sales could be slipping through your very fingers. On the other hand, by using a technique that requires just a small investment of time you can yield impressive bottom-line results. That approach is the follow up.

Just think ... when was the last time you contacted a previous customer or touched base again with a prospective client? Do you find yourself assuming that the buyer must take your relationship to the next stage? Even after an initial presentation that went well or a job that was completed satisfactorily, keeping your presence in front of the customer is up to you. After all, when communication between you and the client is concluded, he will likely go back to his normal routine. His activities will be centered on keeping his customers happy and putting out any fires at his office. So, what can you do?

First, focus on your previous customers, the ones with whom you've already formed a working relationship. They're familiar with your services and products and don't need to be "sold" on your expertise but they do need a subtle reminder that you care and that you'll be there when future demands arise.

For example, a thank you card or letter that conveys your appreciation for their patronage is a follow up that generates increased sales. You could say, "It was a pleasure to work with you, Mr. Anderson, and I hope you are enjoying your new magnetic car signs. Your new signage is an effective form of advertising that keeps your business in view. Every time you're on the road, potential customers are being effectively reached at no additional expense. Our company is dedicated to assisting people reach others through cost-effective advertising solutions." Before your thank you is forgotten, a return visit or telephone call extending a special on another item will continue your business association.

Perhaps a gift certificate to a local restaurant or the movie theater, a discount coupon to use on a future order, or an item such as a coffee mug with your logo on it, is what's needed to evoke a pleasant surprise. And, after sending your client a gift, be sure to make an additional follow-up telephone call to see whether they've received it.

Measures as these indicate you value a future business relationship and make it much easier to continue that relationship when you have a new product or service to offer. So, remember your customer with a post-purchase reassurance that's much like a dinner mint. It leaves a wonderful taste in their mouths and it's incredibly oh so simple!

Secondly, don't file away all those prospective customer contacts after the initial meeting. You've already laid the foundation and that's usually the most difficult element. Now build on that surface by reinforcing the strength of your advertising solutions.

Mail a card or letter thanking them for their time but continuing the sales presentation. For instance, you could say, "It was a pleasure speaking with you last Tuesday, Ms. Jones. Thank you for permitting me to share a moment of your busy schedule. I could see you were concerned with getting the most from your advertising dollars. That's why the exterior banner we spoke about is the most eye-catching, yet cost-effective signage that'll inform your customers of the new $2.99 Burger Combo Deal. If a mere 1% of the 3,000 customers that drive by your establishment daily avail themselves of this bargain, (the actual figure may be even higher) your banner would probably pay for itself in just a week. And, that doesn't even begin to count the impact from future purchases. What an advertising influence for Burger Blaster! I'd be happy to assist you in choosing the colors and font that would make this banner easy to read and stunning."

Then, call back and follow up the letter or card without delay. And when you do, remember to value their time and be brief. You don't want to leave a pesky impression prompting the customer to dread your next communication. By leaving a wonderful taste in their mouths you've paved the way for another contact within 30 to 90 days. Again, a simple, yet effective step to increased sales using the follow-up approach.

So don't let the goal of increased sign sales slip right through your fingers! Employ a tried-and-true method, the follow up, and enjoy a simple step to boosting your bottom line.