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« Tracking The Effectiveness of Traditional Marketing with The Internet | Main | What Web Developers Can Learn From Facebook »

Fortune is In the Follow Up, But You Need to Follow Up

Do you have a follow plan for all your prospects? A few days ago I posted on a new client's success with traditional advertising they ported to a different medium in "Bring Your Offline Marketing To The Online World." Since then, the client was fortunate enough to have the same advertisement emailed to a list of local government employees.  According to the client, their telephone didn't stop ringing for two days with government employees calling to inquire about the email advertisement.  The success garnered with the advertisement is a great start. If you have advertising or marketing that is pulling a great initial response, it doesn't mean you can rest on your laurels.  It is important to have a follow up method to engage warm leads.

Start By Getting Their Information
When a perspective customer calls or emails you and they're interested in your product or service based a piece of marketing or referral, get their contact information. One of the most important things you can do is kindly attempt to get their contact information. This is the first step in establishing a follow up process with warm leads.

Have a Follow Up Process In Place

One of the biggest mistakes I see businesses make is not having enough follow up with a perspective client or customer.  Most businesses send one or two pieces of marketing material, usually laden with a bunch of sales pitch and little valuable information.  They don't do enough to establish trust and credibility with a perspective client or customer. How many businesses do you have a five or more step follow up process?  I'm not trying to encourage anyone to frivolously spend money. But the more times you target the right people with the right message, the more success you'll enjoy.

People Are Unlike To Say "Stop!" if there is Value
Some people are nervous about asking for contact information or beginning the follow up process. There is a difference between "I'm not interested right now" and "stop calling because you're getting on my nerves!" Always have some information ready to go to send out to a perspective client or customer.  It can be anything from a free report or other pertinent information.

Engaging your customers or clients takes more than just a few short interactions.  Consider the sales process like a relationship.  How many people are successful with asking "Would you like to get married?" after the first date?  Compare that with someone who asks the same question after the 50th date.  Take some time to build trust and credibility through a good follow up process.  You'll find it much easier to close deals and keep your business going.

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