Follow Up And Turn Prospects Into ClientsCopyright (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. Have a marketing goal for each month. For example, my marketing goal this month is to get five new clients, and follow up with clients I haven't heard from for a year. It's important to have this kind of over-arching marketing goal each month, because it helps you to gain perspective. Each mailing, each phone call and each e-mail message isn't as important as overall picture, amount of persistent marketing you do each day, week, and month.
