Most small businesses market their products and services like this:
Step 1: Buy a bunch of leads or generate leads with a mailer or other campaign
Step 2: Distribute leads to sales reps
Step 3: Reps call on the leads to find the “hot” ones who are ready now
Step 4: Reps work with hot leads to close a quick deal
Step 5: Throw away, postpone or neglect the leads that aren’t “hot”
Step 6: Repeat the process
Just about every business on the planet does this. And it’s not bad… until you realize how much money you’re leaving on the table. The fact is, for every deal you close using this common process, there’s another 2 – 3 deals (or more!) you COULD close.
So, how do you do that? Well, that’s what Secret #6 is all about–How to properly follow up using EDUCATION, REPETITION AND VARIETY.
You see, over 99% of small businesses don’t properly follow up. Why? Because they don’t have a system, they don’t have time, they don’t know how valuable it is, and the truth is, they don’t know how to follow up! But…a few simple secrets could make you a “follow-up master.”
Effective follow-up must take a combined approach that incorporates these three elements:
1) EDUCATION. Your follow-ups must inform your prospects. You need to provide valuable information. You need to communicate to your prospect that you are on their side and deserve to be trusted. You’ll accomplish this if you provide them with accurate, insightful information. The sales process is confusing and intimidating for your customers. They WANT to trust you. Give them the information they need and you’ll earn their trust.
2) REPETITION. It’s a proven fact that human beings have to hear the same thing over and over before it sinks in. Marketing and Sales is no different. YOU know your products and services like the back of your hand, but your customers don’t “get it” the first time they hear the message. Don’t make the mistake of thinking that if a prospect heard the pitch once, they understood it. Chances are, they didn’t. Tell them again, and again and again.
3) VARIETY. This doesn’t mean you vary your message!!! You need to consistently tell your message, but your follow-up DELIVERY needs variety. To maximize your sales, you must use multi-step follow-up sequences that incorporate direct mail, phone, email, fax, voice broadcasts, and other media! There is serious power that comes when you contact your prospects using multiple methods.
However, I can’t tell you how many times I’ve heard the argument that this kind of follow up is tedious, it’s time-consuming, it’s overkill, it’s belittling to the customer, it’s… whatever.
Guess what? It might be all of those things. But it works. Period. When you begin to properly follow up with your leads and customers using Education, Repetition and Variety, your numbers will absolutely shoot through the roof. You will be completely amazed!
So, you might be saying that this is just too much work for any human. You know what? I agree with you 100%!! I can’t imagine trying to do all of this manually. You need an automated system to handle all of this for you.
There are ways to handle the follow-up process without being too intrusive. I’m not telling you to pester people. I’m telling you to give them what they want. Remember, you’re not cold calling. These people already contacted you. Of course, if they tell you to bug off, stop contacting them. But most of the time, you’ll find that if your information is good, people will gladly listen. Also, keep in mind that most people don’t read everything you send, so you’re not communicating with them as much as you might think.
Send me an email or give me a call and I’ll tell you how you can put an automated system in place that will do all of this and more for you. Once you get that system, you will flat out make more money. Your capacity to handle more deals will increase, your customer acquisition costs will go down and you will get the freedom you’ve always wanted your business to provide you.
Here are some interesting sites that you might want to browse.
Google quits redirecting China Web traffic to Hong Kong - ABC News
BBC News - The Devil Inside tops US box office
AOL.com Search Video - Internet Marketing Businesses