“I’ve learned . . . People will forget what you said,
people will forget what you did, but. . .
people will never forget how you made them feel.” Maya Angelou
When talking to coaches and entrepreneurs about the subject of following up with prospects, I might as well scrape my fingernails across the chalkboard or sit them down in the dentist chair. The knee jerk reactions when business owners think of following up is often “I don’t want to seem too pushy or seem like a nag” and it is associated with the used-car salesmen approach; that of manipulation. As a service-based business owner, being manipulative is the last thing you want to do to get new clients, right? But you’ve gone to the extreme. It is possible for you to be of service to your prospects AND follow up with them in fun and effective ways that leaves your prospects better than when they first encountered you – whether they buy from you or not.
When a prospect converts to a client:
- 2% convert on the 1st follow-up contact
- 3% convert on the 2nd contact
- 5% convert on the 3rd contact
- 10% convert on the 4th contact
BUT 80% CONVERT ON THE 5th contact or higher!!!
So if you are converting prospects after just a couple of follow up contacts, then you can stop reading this article and pat yourself on the back! Well done!
However, most entrepreneurs follow this type of pattern:
- 25% stop after 2 follow-up contacts are made
- 12% stop after 3 contacts are made
- 48% NEVER follow up
- 90% GIVE UP AFTER the 4th TRY!
And the reason? Because the most common strategy an entrepreneur knows to use when following up is to email or call their prospect and say something like “I just wanted to touch base with you to see if you’re ready to sign up for coaching.” BLECH! No wonder you don’t like to follow-up. Especially if you use that same line for the 2nd, 3rd, 4th AND 5th follow up contacts with the same prospect. That is being a nag.
Back to Maya Angelou’s quote, “…people will never forget how you made them feel.”
All follow-up really is, is a way to stay in touch and stay top of mind with a specific individual. Nothing more. Nothing less. Follow-up is how you build a relationship. And when you stay in touch and stay top of mind, if your prospect has a need, when they are ready to say “yes” they know whom to contact.
So your follow-up strategies should be centered on being of service and how you make the prospect feel. The top two hottest follow-up marketing strategies include:
- Keep-In-Touch Marketing
- Appreciation Marketing
With Keep-In-Touch Marketing, you share your intangibles (as taught in the book “Love is the Killer App”). Your intangibles include your network, your knowledge and your passion. As a way to keep-in-touch with a prospect, who do you know in your network that you can introduce the prospect to that will benefit them? What resource (book, website, article) do you know that, if shared with your prospect, it will benefit them? By sharing your intangibles, you are (a) following up with a prospect in an indirect manner, (b) positioning yourself as a trusted resource and the “go-to” person and (c) making them feel good (after all it’s all about them).
Through Appreciation Marketing, expressed gratitude nourishes top-of-mind-awareness. By sending a genuine and sincere note of gratitude or acknowledgement about your prospect you build the know-like-and-trust factor and deepen the relationship. Appreciation marketing also allows you to follow up (read: stay in touch and stay top of mind) in an indirect manner while making them feel good (it’s still all about them).
When you combine Keep-In-Touch and Appreciation Marketing strategies with a hand written, branded note card the prospect receives from you in the mail (that doesn’t get lost in their inbox), top-of-mind awareness about you and your services sky-rockets to the top of their list.
Old school is still cool in customer service. While online marketing, social media initiatives and smartphone apps are cool and effective ways to build relationships with your customers, sometimes all you need is a little handwritten note to make a difference.
Are you ready to demystify the follow-up process in your business? Do you want to know how to quickly integrate these follow-up strategies in your business? Join our VIP Program and on March 7th, we will share more details on what is involved with these two strategies plus the hottest tool to use to integrate both of these strategies into your business so you can begin converting prospects to clients simply by being of service to them before they ever become your client.
Click here to join the VIP Business Building Program & Inner Circle Group Coaching: https://coachesconsole.com/vip/self-study.html
Or perhaps you know you’re ready to start using this new, fun approach to follow-up. Check out the tool we use and recommend: www.sendoutcards.com/coachesconsole