The Fortune is in your follow up
Most prospects rarely 'buy' on the initial exposure. There are a few "I'll buy anythings" that will but for the most part, it takes multiple exposures for them to actually commit. Which brings us to the follow up. How do you follow up? When should you follow up? Well that depends on you and what you are trying to accomplish but no matter what your goal, follow up is a must.
Many people think follow up is simply slamming the prospect with another ad, but it is not. Good follow up is the building of a relationship with that prospect or client while exposing them. So how do you follow up? These are some tips that work for me.
1. Always ask the prospect if they would mind if you keep them informed. This creates an opening for you to contact them with updates and new information. You are not slamming them with ads but helping them to stay aware of what is going on.
2. Find out as much about that prospect as possible and make note of it. Are they a parent? Do they enjoy certain hobbies? What is their birthday or anniversary? All Of this information help you build a personal relationship with that client and can help you time your follow ups.
3. Use holidays and special occasions as a reason to say hello. If you know a client has a birthday, contact them to say happy birthday. That prospect knows you see them as more than just another sale.
4. Stay in their thoughts but don't hound them to death. I like to 'drip' on prospects. Every month or so I will send them one short bit of information. You don't have to constantly hound them week after week.
5. "Continue to follow up until they buy or die." Okay that one came from a sales training CD called Spin Selling. Prospects buy when the time is right for them, not you. It could be months or even years down the line. If you stop following up with them you will miss that moment. I can't tell you how many times I have picked up sales on a primed prospect because the initial contact simply stopped following up. You don't want to do the work for someone else to capitalize on your efforts.
These are not hard and fast rules, they are what works for me. Everyone has to figure out what works for them. I can tell you what will not work-constantly pushing ad after ad on your prospects and calling it 'exposure'. You are telling that prospect that they are nothing more than a dollar sign with legs-and they know it!
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Comments (11)
Cheryl Baumgartner
12
Medical Billing/Coding/Insurance
Yes it is I have picked up members who heard about the service years ago and just weren't ready. When they were ready the person who had first exposed them had written them off as a no sale. That's why I believe that point in Spin Selling follow up until they buy or die.
Corey Blackmur
8
Blackmur Global
Hey Cheryl, I have been in sales and marketing for roughly 30 years in the offline world,,,,,,everything is relationship and follow up.
Neville is correct (based on my experiences) that it is the buyer that closes the sale, not the seller.
Then sellers job is to inform, build confidence in the product, and build confidence in his/her abilities - all part of building a relationship and follow ups.
As a side point; there have been situations where I have purchased something as much a
William Hooper
5
I tried to sale people stuff and I got O sales then I tried telling people about 100% Free Sites that can make you money and I get responses :D I mean that's what I want so how many other people might want that also :D I don't see why people shouldn't have a share of the advertisement money spent online :P
Cheryl Baumgartner
12
Medical Billing/Coding/Insurance
I've found the biggest thing is that you have to make people feel like you see them as a person, not a sign up or a sale.
William Hooper
5
This is a grate way to remind me of idea bout how to address the 10,000's of people I mails daily about the free offer I find :P
It should help me improve the amount of referrals I can get of my mails :D thanks
Paula van Dun
16
Retired
It just occured to me that i can do this in gmail as well
Cheryl Baumgartner
12
Medical Billing/Coding/Insurance
@Philippe I don't do e-mails for follow ups I'll actually pick up the phone and call. An e-mail or even a card in the mail may be the basis for the call:
"Hi I just wanted to check and make sure you got the e-mail/card I sent you."
Or I may be calling because of information I have on them:
"I just wanted to see how you daughter's dance recital/son'r game went." I believe in being personal in my follow ups and another e-mail that the odds are they won't open (Especially if you keep sending
Paula van Dun
16
Retired
These are very good tips Cheryl. How do keep track of doing all these things? I guess excel sheets might work. But i think there also software for that.
Philippe Moisan
16
Tutorial videos, sci-fi writer
One thing I might add, it's a fine line, for sure, I've read that many times, I know it works with me on occasion : to the people on your list, it can take up to seven emails until they decide to buy, if they do so. Now, don't send those emails in the next 7 minutes. :)
Another example where this applies, and it's my friend Mark Hodgetts who gave me that tip : keep putting your splash page out there, especially if you start getting results with it. Some people will sign up after the 3rd, 5th,
Philippe Moisan
16
Tutorial videos, sci-fi writer
Cheryl, as always, top notch writing and presentation, clear and concise. Bookmarked, tweeted, shared on FB, and of course topped.
Neville Dinning
10
Independent Consultant
This ties in with a book that I am reading at the moment where the author states that it is impossible for a salesperson to "close a sale". That can only be done by the client, and is the result of a process that happens in the brain of the buyer.
What the salesperson can do is work with the prospect to help see how the offer will improve their situation. And that includes using the 5 strategies above.