Once their online marketing machines are running fairly smoothly, generating a healthy flow of leads generally isn't a problem. The challenge lies in generating most profit from existing flow of leads.

What's one crucial key to generating maximum profit per lead? Yes, there is a goldmine in follow up contact.

WHY WE SOMETIMES NEGLECT FOLLOW UP

The typical marketer may send one follow up email, mail out a single brochure or catalog, make one follow up call, or send out one fax, and then sit back and wait... Wait for prospect to visit their web site, place an order, email with further questions, or take another desired action. Even seasoned marketers that are keenly aware of value of follow up sometimes neglect this crucial activity. I've been guilty of it at times myself.

Offline follow-up, of course, is more time-consuming and expensive than online follow up, considering time and expense involved in long distance phone and fax calls, mailing or shipping of marketing materials, and so forth. Due to its speed and extremely low cost, email could be considered ideal follow up marketing tool. However, without an efficient system for implementing email follow up, problems can still arise.

WHY THE NEED FOR FOLLOW UP?

It's a fact that most people typically don't buy (or take other desired action) as a result of an initial marketing contact, even if they are perfectly targeted, prime candidates for offer.

What's more, it's not unusual for some follow up marketing contacts to generate approximately same percentage of sales or other desired action as initial contact. There are a variety of things that can prevent prospects from taking desired action as a result of initial marketing contact.

When did you last make a sale? What is your conversion ratio? How far have you been successful in retaining your customers? Questions like these makes majority of netpreneurs apprehensive. This is because most netpreneurs don't understand and practice underlying marketing model, which is key to online success.

The following is a marketing model practiced by Mr. Johnny Geez who happens to be an entrepreneur. He says:

"Come up with a product and/or an affiliate program that pays better commission, and market it everywhere. The more places it will be marketed, more people will see it and buy it, and that will bring in a flood of sales. YeSss!"

At end of month Mr. Geez were really in a bad mood...

Grrr... What hell they think themselves? I've been really a fool doing all that hard work on my part whole month. This is really frustrating.

What happened? Asked Tony (Friend of Mr. Geez)

Mr Geez: NO SALES! :( The market doesn't seem to understand my product. I did manage to bring traffic towards my site, but still NO SALES! :( You know my product is best of it's kind. Just plug it in your car's engine and you're done. Your car's gaskit will never burn out. These people out there are scared spending money on using such a wonderful product.

Tony: But why? You've been marketing your product everywhere. Didn't you make any sales? Come on, don't tell lie to me, you must have ended up with at least a few hundred dollars in net sales, didn't you?

Mr. Geez: You think I'm lying. I'm not supposed to hide anything from you. You're my best friend.

Tony: But Geez I've seen your website, it's nicely designed, loads fast and above all have a better navigational system. Then what's problem?

Mr. Geez: I don't know, maybe it's end of online selling.

Tony: I don't think so, because I personally know some people who are making mega sales without putting much effort. How come they are doing so well Geez?

Mr. Geez: That means there must be something wrong with my own marketing approach? What do you think Tony?

Tony: I guess you're right. Let's find out and fix problem.

---- End of conversation ----

So what did *you* learn from this conversation? What must have gone wrong with Mr. Geez's business? Any clue?