Cheryl Baumgartner   Medical...
It's true! you make your fortune in your follow ups.   Many people don't understand this philosophy even though it is quite simple.  You want more clients and that translates into more business.  More Business means more profits. So how can you get more clients?

It's a two step process.  Step one is to expose people to what you offer.  This is your basic advertising.  Websites, printed materials ads etc all expose you to people.  The problem is many people expose constantly but see no return.  That's because they stop with the exposure.

You must follow up.  If you are in a business involving direct sales this means you build a relationship with your prospect.  The better your relationship, the better your chances of making them a client.  You won't build a relationship by simply giving someone advertising material and walking away, you must follow up.  That means you need to contact them somehow, and this is the downfall of most marketers.  They have no way of following up.

Here's a simple suggestion for getting the information to follow up. "I'd really like to get your opinion."  That one sentence will work wonders.  Everyone has an opinion and they love to share.  Now you are asking them to do just that.  This leads to another bonus.  I have people give me material all the time.  Rarely do they ask my opinion so I take a cursory glance and file it (Normally in the garbage), or I set it aside and forget about it.  When someone asks me for my opinion I read what they have given me and consider it.  It may not be for me, but that does not stop me from giving my opinion.

I also keep stuff "in reserve".  I have loads of tools at my disposal so I'll ask if I can send them new information as it becomes available when they tell me yes I put them on the list to send out something else in a few weeks.  This way they learn more about me and my company each time without being overwhelmed by a lot of information at one time. 
Oct 31st 2007 16:17