I am sure you have heard the phrase “The fortune’s in the follow up“. That statement says a lot and implies that follow up is critical in any business. So, what does that mean to you as a business owner?
First, let’s talk about lifecycle marketing which explains what typically happens in the sales cycle. It says:
- 44% of all sales people quit after the 1st contact
- 24% quit after the 2nd contact
- 14% quit after the 3rd contact
- 12% quit after the 4th contact
So, 94% quit after the 4th contact. That says that only 6% keep contacting and are successful!
Looking at those statistics, we can see how important the follow up is. So why do so many quit too soon? Maybe we think we are bothering people. Maybe we figure they must not be interested. There are lots of other reasons we could come up with. So what do we do?
The most common way to follow up is through email marketing. Once someone chooses to add their name to your email list usually via an opt-in form on your website, you need to drip carefully crafted emails to them over time. They decided to opt-in because something you offered appealed to them and they wanted to learn more.
Set up your autoresponder and fill it with enough emails to keep your contacts interested. From the statistics listed above, you need a minimum of five good emails. A few more is always good!
Make sure the content in your emails is interesting and valuable content to your subscribers. The idea here is to grow their trust in you through these “contacts”. Think of your ideal client as you write your emails. What would they like to know about? What help do they need? What problem do they need a solution to — a solution that you can provide. Why should they choose you and your solution?
The nice thing about using an email campaign with an autoresponder is that you only need to craft the emails once and they go out automatically after anyone opts in to your list. A real time saver for you!
If you have another way to contact them besides your email list, do that too. Do you have their phone number? Have you connected on social media? Just say “Hi” and see if they have any questions or if there is anything you can do to help them. That extra touch will go along way to establishing their trust in you.
Follow Up Is Where The Fortune Is
The bottom line is, don’t give up too quickly on your contacts. Something you did or offered appealed to them and they gave you their contact information. Follow up and keep providing valuable information and you will see your sales go up!