Are Your Prospective Clients Slipping Through the Cracks?

The Importance of Consistent Follow-Up

Following up with leads is not just a process, it's an art. To be effective, you need to design a follow-up system and adhere to it daily. Consistency, individual attention, and timeliness are key. If these elements are missing, your follow-up efforts may be in vain.

The Pitfalls of the "List Technique"

In the early days of my marketing career, I used a follow-up method I now refer to as the "List Technique." This involved sending mass newsletters to everyone who had previously requested information about my products and services. While this approach may have garnered a few additional orders, it was far from effective. Here's why:

• The List Technique lacks consistency. Users of this method often only send follow-up messages when there's "big news" about their company.
• These messages don't provide potential customers with additional information about the product or service in question. They don't contribute to a more informed buying decision.
• The List Technique conveys a "big list" mentality to potential customers. Instead of sending a personal message to each individual interested in your products, you're sending a generic bulletin to everyone on your list.

The Follow-Up Method That Works

The most effective follow-up method involves individually following up with each lead multiple times at set intervals with pre-written messages. This approach can significantly boost sales. However, it requires some planning.

First, you need to develop your follow-up messages. Your second letter should go into more detail than the first, emphasizing the benefits of your products or services. The next 2-3 messages should be short, featuring lists of benefits and potential uses of your products.

The following messages should create a sense of urgency, offering a special deal to encourage immediate purchase. The final 1 or 2 messages should be phrased as questions, asking the prospect why they haven't yet placed an order. This feedback can help you refine your follow-up letters or products.

The timing of your follow-up letters is crucial. Send the initial letter as soon as it's requested, and the first follow-up 24 hours later. The next 2-3 messages should be sent 1-3 days apart, while the final messages should be at least 4 days apart.

Effective follow-up may seem complex, but it's worth the effort. Don't let potential customers slip through the cracks due to poor follow-up. Be one of the few who get it right.

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