Follow Up: It Makes A Difference



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A while back the headlight switch on our minivan quit working, so early one Saturday morning we took it to the neighborhood repair shop that has been mailing postcards to us the past three years. They said it would take 90 minutes to check things out.

Three hours later we call: still haven’t gotten to it, but it’s up next. Two hours after that we call again: he’s looking at it right now. Three more hours, another call: yep, it’s broken, but we can’t get the part until Monday. We decide to pick it up for the remainder of the weekend, arriving there as instructed 10 hours after this ordeal began: Sorry, we haven’t had a chance to put it back together. Another trip two hours later completes a very frustrating day.

Following up is one of the biggest challenges many businesses face. You see it when dealing with some vendors, working with some clients/customers or just trying to get an update on a car repair. When it comes to your marketing efforts, it’s essential to have a follow-up system in place, so you convert prospects into buyers.

Success Handler Action: With your team, develop a checklist of the steps you will take once you grab a prospect’s attention. For example, assume that as a result of reading your monthly E-newsletter a prospect sends you an e-mail asking for more information. The follow-up system you create for your small business might look like this:

Name: John Reed
Company: Reed Mortgage
Marketing responded to: E-Newsletter
Initial contact date: February 5, 2004

X Respond by e-mail immediately with thank you for contacting us

X Visit website to learn more about their company

_ Send PDF of “Services” brochure

_ Mail personal letter explaining how we work with others in their industry

_ Make follow-up phone call three days later to ask if they have any questions

_ Schedule meeting appointment and mark on calendar

_ Send hand-written thank you note letting them know we look forward to working together

Have you ever considered what prospects do when they receive a marketing message from you that makes them realize you might be able to help them? Whether it’s a direct mail piece, conversation at a networking event, or receiving a recommendation from a mutual friend, what do prospects do once you grab their attention?

Success Handler Action: With your team, create some “in-motion” scenarios that depict how prospects respond to you. Think about when they call, respond by e-mail, send in a reply card, or walk into your small business. Visualization, role-playing and writing down different scenarios will help you see things from their perspective. Walking through the steps prospects are likely to take will prepare everyone for handling contacts.

Here are some things to consider when analyzing how prospects respond:

• Which message did they receive? Why did it catch their attention?

• What are they thinking about your company?

• What do they need from you? Why do they need it? What other options do they have?

• What is the first step they will take? What are subsequent steps?

Tracking and follow-up activities may appear to be time-consuming, but the more they become habit the easier they are to fulfill. It’s essential to have a follow-up program in place, lest your marketing efforts and dollars go to waste. The worst thing that can happen is to drive a prospect to make contact with you, then fail to follow up with her. That breaks the trust expectations of your relationship, making it extremely difficult to convince them to believe any further marketing messages they receive from you, or to make the leap to doing business with you.

By the way, it took two more trips back to the auto repair shop and eight more hours of our time to get the correct switch installed. Needless to say, they can take us off their mailing list.

Copyright © 2004 by Success Handler, LLC. All rights reserved.



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XPThe final support date for Windows XP is just 840 days away and while that might seem like a long time, you and I both know that April 8, 2014 will come all too soon for some companies who are still reluctant to make the move.

If you’re still on Windows XP and are planning to rollout Windows 7, here are 10 questions you’ll want to ask yourself while planning out your deployment:

  1. Do we need to invest in test hardware, personnel and infrastructure? Notice it doesn’t say IF testing should be done. That’s a given. But can you set up a lab – either physical or virtual – where the deployment process and end configuration can be tried out? Who will do the testing? How will it be done?
  2. What hardware do we need to replace? Make sure you know the minimum requirements are for Windows 7 and which of your computers will need to be upgraded or replaced. The Microsoft Assessment and Planning (MAP) Toolkit is a free tool that can help you collect detailed information on your current infrastructure for an analysis of your hardware and device compatibility and give recommendations.
  3. Do we need to build and maintain a desktop image? If your organization tends to get a lot of new machines coming in or computers that get handed from one person to another and this is taking up a lot of IT cycles, you probably want to look at building a desktop image if you don’t already. A well built image can reduce your deployment time substantially and advancements in imaging technology mean that it’s no longer necessary to spend hours saving user data off an old computer, cloning the hard drive of a reference computer and then restoring the data you saved. Having only one image to maintain even if your organization uses diverse hardware is more of a reality than ever.
  4. Are our corporate applications going to work? The Microsoft Application Compatibility Toolkit (ACT) is a free download that can help you evaluate and mitigate application compatibility issues. Applications that can’t be upgraded may be able to be shimmed or run in Windows XP mode.
  5. How will employees’ files be moved? Knowing where employees are storing their files is critically important. How many times have you heard: “I didn’t put that file in the System32 directory – the computer did it!”. Once you know where files actually are, a plan is needed to ensure that user files and user settings are migrated. Bob won’t care if the rollout is a complete resounding success if his desktop wallpaper isn’t as he left it!
  6. Will Office 2010 or IE 9 be rolled out at the same time? Often this is the perfect time to make other adjustments and upgrades to the desktop infrastructure along with Windows 7. There is all sorts of information on deploying Microsoft Office 2010 and Internet Explorer 9 that can be used in the planning. If the Microsoft Desktop Toolkit (MDT) is being used for the deployment, Office 2010 can be added to the MDT environment.
  7. Is this a good time to assess and update policies and security? As in #6, deployment projects present good opportunities to revisit and revise other areas of the desktop infrastructure. What policies are in place and what can be improved? Are there group policies that we could benefit from to better manage and streamline our desktop environment? Are there security enhancements that we can take advantage of?
  8. How will remote users get updated? Instead of remote employees like the sales teams shipping their notebooks in to get upgraded and incurring downtime, consider swapping out old hardware for newly configured machines or sending them a bootable USB with the Windows 7 image on it to do the upgrade themselves.
  9. What’s the impact going to be to users and the helpdesk? Will there be any planned downtime and how will this be communicated to users? As with any change, there will likely be a short term increase in calls to the helpdesk. Is the helpdesk appropriately staffed and equipped to handle questions? Using tools such as the Windows Troubleshooting Platform and the Problem Steps Recorder can help resolve issues quickly and diminish ongoing helpdesk calls.
  10. What’s the ongoing maintenance of the desktop infrastructure going to look like? Taking control of the desktop environment is a huge step in streamlining staff productivity, improving processes and freeing up IT time to devote to developing new ways to use technology and IT know-how to business needs. Tools like those found in the Microsoft Desktop Optimization Pack (MDOP) and practical guidance found in the Microsoft Operations Framework (MOF) can help.

I’ve included a lot of information in the above 10 questions and each one could be a separate article on it’s own. That’s why the conversation doesn’t end here.

On the next AlignIT Manager Tech Talk, Jonathan and I will be discussing how to de-risk your Windows 7 deployment with Dave Kawula, a Senior Consultant with 1E and a guy who has more knowledge of desktop deployments in his pinkie finger than most people have in their whole heads. Join us LIVE on Thursday, January 12 from 12-12:30pm ET for De-Risking Your Windows 7 Deployment.
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