Make it a point to incorporate customer follow-up as a part of your daily sales routine.  Don't just follow up on potential sales prospects—touch base with existing customers to ensure they are getting what was promised and to generate additional business or referrals.  This is a critical step in establishing and maintaining a long-term partnership with your merchants.  Remember "out of sight, out of mind."  Don't lose your hard earned merchant to the next guy that knocks on their door, who may be prepared to provide the service that you aren't.

If you're working with a new merchant, make sure you have a preset follow-up date and time before leaving the location.  If you left the appointment and agreed to call to follow-up next Tuesday at 2:00, then be true to your word and call next Tuesday at 2:00.  Nothing impresses a customer more than the demonstration that you honor your commitments.

In order to keep track of customers and prospects, ensure you maintain a contact database (Outlook, Act or Goldmine are good choices) or a paper follow-up system as a last resort.  Keep vital information on each sale such as equipment purchased, services installed, discount rate, type of business and key contact info.  By maintaining a current database you can run reports, track sales and design future marketing campaigns.  For example, you could run a report to locate all the customers who do not have a gift card program.  When you make a monthly or quarterly follow-up call, mention the advantages of gift cards and how it will improve their bottom line.

Also, review your monthly residual reports and check for merchants who have spikes in their business or who have not processed.  It might be the perfect time to make a call to see if they want to add another terminal to handle the increased volume or add a mobile unit for a remote location.

Another great technique we can borrow from the insurance industry is to send cards for special occasions such as Christmas or birthdays.  Always include a business card or two.  This will keep your name in front of them and works as a great tool to increase your referrals.

Here are some pointers to help close follow-up sales:

•	Send prospects a thank you note
•	Fax or e-mail prospects an industry related article (e.g. smart card implementation, fraud, or debit related)
•	Call with a special limited time offer or special
•	Send an e-card or postcard
•	Refer a customer to their company
•	Send them your company newsletter

Make it a goal to contact existing customers at least four times per year.  It may seem like a lot of additional work, but when you get that referral or call that they are adding a new location, it will be time well spent.

Follow-up is not the most glamorous part of selling but exceptional follow-up can be the key to retaining valuable clients, gaining new sales and maintaining your residual stream.