Copyright (c) 2002 by Angela Booth

How long does it take to get a client? First, client has to become aware that we exist, and then that we can solve his problems with our products or services. That growth of awareness is a slow process. It takes time.

Let's say you've just sent out a batch of 200 letters, introducing yourself to businesses in your state.

You wait, happily anticipating at least a few phone calls.

Nothing.

You must follow up on 200 letters you sent out. They were simply an introduction.

If someone tells me they sent out 200 letters, I know they should have managed to collect from two to five new clients from exercise. No excuses. Marketing is a numbers game, and worst case scenario, if you send out 200 letters, and follow up diligently, you will get at least two new clients.

Where most businesses let themselves down is in following up process. They either don't follow up at all, or they follow up in a hit or miss fashion. They fail to even attempt to build a relationship with prospective clients. It's amazing that some of these businesses survive at all.

I'm as guilty of this as everyone else. I get busy too, and let follow-up activities slip. However, if I send out a new mailing, I make a real effort to follow process through, because I know if I don't, I've just wasted time and postage it took to make that mailing.

=> How to follow up

Here's how to follow up:

(1) Create a small committee to make preparations. Involve as many people as possible in planning process so that all of nuts and bolts of event are addressed in advance.

(2) Plan a menu that includes small finger foods and simple beverages. If you are serving alcohol, provide a transportation service to and from event.

(3) Send out invitations at least one month in advance. Ask people to R.S.V.P. by telephone, e-mail, or fax. If responses are low, assign a phone committee responsibility of contacting people 48 hours in advance in order to gain commitment.