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Shane Decker

Want Clients to Come Back? Get Personal with Your Follow-Up Efforts

A thank-you card is a great way to show how much you care.





THE BEST TWO ways to keep your client forever are 1) the experience you deliver, and 2) professional follow-up.

If the client leaves and they were not closed, you need to know how they want to receive communications. Most salespeople assume that people just want a text. Wrong! Always ask if they prefer a text, email or phone call. Ask if there’s a time you can reach out that’s better than another. Try to set up a follow-up appointment: The closing ratio on follow-up presentations is over 80%. That’s because, at that point, they’re not coming in to look; they’re coming in to give you money.

Another important tool of professional follow-up is the thank-you card. I spoke to a group of millennials at a show a few years ago, and I asked, them, “How many of you have ever received a thank-you card?” Less than 10 hands went up.

All sales should be followed up with a thank you card, but bridal clients are extra special because they are celebrating a special event in their lives with you. It’s an honor to be part of that.

Always ask if you can send a card. I sent one to a dentist once and his wife received it. The problem was that he had given the diamond to one of his employees. He came in angry, but I did sell him another diamond. But I don’t know what he told his wife. Oops!

Most thank-you cards are too generic. You need your thank-you cards to be professionally printed in your store’s colors on nice paper stock. The card should have three short paragraphs. The first one tells them how important they are to you and your company. The second one is a genuine thank-you.

The third one is to let them know that in six months, there will be a follow-up to let them know that their jewelry will need a clean-and-check. This lets the client know that the ring is important, and that you’re there to help them take care of it.

When they come in, give them a soda or wine (you already know what they like). Talk to them about their honeymoon. This gives them a chance to show you the next item on their list, and you’ve planted a seed for Christmas or Valentine’s. We’re in the relationship business, and this allows you to work on the anniversary and all special events for the next 30-40 years.

Your sales team has to do the proper follow-up to keep the client forever. They’ll send their friends to you as a result. The thank-you card should be mailed within two weeks of purchase (unless it’s the holidays). I signed all of my cards, “Professionally, Shane Decker.”

Find a word that fits your profile that’s professional. Happy selling!



She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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