Be the first to like this
Today I want to talk about something I’ve been thinking a lot about lately.
Something I used to do a terrible job at, but have come to see the light, and am here to evangelize you on.
What I’m talking about is following up.
You see, most businesses out there are just bad at this (just like I used to be).
In fact, most are so bad that you could shine through the clutter and be recognized immediately if you only do a mediocre job at this.
And this is a huge competitive advantage.
Let me tell you a story of how I used to operate, and why it was extremely stupid of me.
More years than I’d like to admit ago, I was a stockbroker, and this was my sales method.
I’d call up people cold and try to get them to buy stock, over the phone. If they didn’t buy right then and there, I’d tear up the lead card and move on forever.
I also had a team of cold callers working for me, who would call up prospects cold and qualify them, asking a few questions of the prospect to determine if they were worth following up with. I’d then have the prospects mailed a brochure and letter saying I’d be calling them in the future with a recommendation.
Now here was mistake number one: I’d be sporadic in mailing that letter out. In all honesty I should have mailed that letter out that very day my caller qualified the person, and I probably should have sent that letter overnight, so they received it quickly.
That’s one of the hugest mistakes I see businesses make.
They let their leads get cold.
And that’s amazing stupid!
The second mistake I’d make would be to call the newly qualified lead only once.
Either they’d buy or they wouldn’t.
Dumb. Dumb. Dumb.
You see, most people aren’t going to buy what you have to offer after one “touch.” They won’t buy—for the most part—after two “touches” either. On average, it takes 7 touches to get the prospect to even take notice, and I’ve heard as high as 8.4 touches to get in front of the average decision maker.
Just think of all the money that was left on the table by not making those touches.
Never mind the money wasted paying cold callers to generate qualified leads that were just discarded after not buying on the first call.
The question is this…
Are you following up with you prospects, leads, and clients? Odds are you’re not doing enough. But this is easily fixed and you’d be amazed at the competitive advantage you’ll give yourself.