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Marketing On-line: The Importance of Follow-Up

Whether it’s forgetfulness, impatience, fear, complacency or just pure laziness, a common mistake marketers make is failing to follow up. This is one area I’ve really focused on improving early on in my sales/marketing experience, and now it’s become one of my strong points. I’ve actually been called a ‘pit bull’ by some customers because I continue to call & check back with them…sometimes for several months to a year! I call this ‘persistence over resistance.’

The way I see it, if you don’t follow up on your leads & just walk away, you’re leaving money on the table. You might as well just hand over your wallet because you’re throwing away hundreds of dollars when you waste a good lead. That’s money that you’re taking away from your family!

Some ask, “So, when do you stop following up on a lead?” The answer is simple: either when the person hangs up on you, straight out tells you ‘NO,’ or dies. Otherwise, that lead could be a potential customer.

Is it necessary to do a full sales pitch on each follow up? No. The first few calls are usually focused on asking the customer questions (in order to identify what tool/opportunity will best fit their needs), and giving them information on what you’re promoting. The follow-up calls can be a conversation as simple as, “Hey Bob, this is Mark Stephens. I was just calling to see how you were doing & if you’re ready to get on board….”

Believe it or not, the most important part of that phone call will be the part where you shutup and LISTEN. So many marketers jump the gun & try to sell, sell, sell. Keep in mind, the point of follow-up is to build a repor with the person…not to scare them away.

Listen attentively & take notes, so that in the next phone call, you can let them know you care by asking, “Hey, how’s your son by the way? Last time we talked, things were kind of hectic & stressful for you when he was in the hospital.” People appreciate being recognized as a human and not just a sale. I’m a firm believer in ‘using things to help people…not using people to get things.’ I can’t tell you how many times I’ve done a follow-up call to check in, and ended the call by praying with someone about something they’re going through. This is more valuable than a couple bucks, and it can lead to a long term, quality business relationship.

Follow-up is crucial because only 90% of marketers will call a person 3 times, and then they quit in their impatience. If you’re disciplined enough to continue following up beyond that point, you’re going to reap the benefits that they’ve left behind. Months down the road, a person who wasn’t in the right mind frame to get on board with you, may have had a shift in their life that frees them up to join in your venture. It’s all about timing!

For more information, give me a call at 909.748.5705.

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