In any business it's important to develop simple follow up
systems to keep on top of your prospects', customer's and
referral sources' minds. If you don't do your follow up;
you are wasting valuable marketing dollars and time you've
already spent on gathering new leads.
I do a lot of networking at chamber events, women's
organizations and biz expos and I generally collect about
25-50 business cards from new contacts on a good week. I
pay an assistant to enter them all into my computer
database for me so I can easily mail merge them when I want
to send out a mailer. I also enter them into my email
database because I usually ask them in person if they want
to receive my free marketing tips and they always say yes.
I follow up right away by email and for the hot prospects I
send a postcard in the mail or a note too. Then they will
continue to receive my emails every other week plus
usually, if I've met them out networking, I see them out
again very soon. Follow up can be done in many ways now:
email, fax, phone, mail or in person right? So, what do
you do after you meet a potential client or even a
potential referral source? Do you pile up those business
cards on your desk until they get so old you have to just
throw them away since they wouldn't be of any use anymore?
Or do you follow up and how?
Follow my 10 simple steps below and you will for sure build
better relationships with those you meet as well as have
more top of mind awareness with them. Here are 10 Simple
Follow Up Procedures you can implement in your business
TODAY! (for service, product or retail):
1. Take immediate action:
Always call or email within 24 hours of meeting someone
telling them it was nice to meet them, asking about their
business and offering a little more info about yours and
what you could do for them or their referrals.
2. Take more than one action:
In addition to doing #1, also slip something in the mail to
them ' an introduction letter and a brochure, a thank you
note (handwritten of course) or a flyer about your special
promotion.
3. Use email wisely:
Add them to your email database (if appropriate and IF you
are heeding correct spam laws in your correspondence) and
make sure they get an email notice within 2 weeks.
4. Keep your ears and eyes out for others:
Drop in the mail or attach by email a document or article
you found that you'd been discussing or something you
recently read that would be of interest or pertinent to
them.
5. Keep your database up to date:
Enter them into your database (in the computer) so when you
send out your next mailer they will be on the list to
receive it. If you don't have a database, you should get
one (ACT, Goldmine, Outlook) or start an Excel spreadsheet
for starters. You can outsource this task.
6. Send more than one mailing:
Send out another piece of mail or email within 2 weeks of
when you sent the first one; this can be more casual, a
postcard, flyer or another follow up letter asking for
referrals in case they don't think they can use your
services right now.
7. Call again:
Call, not necessarily to make the sale, but to further
build that relationship, have coffee, meet for lunch, drop
something off for them, etc. but another in-person meeting
would be good in case they forget what you look like.
8. Make a creative impression:
If you're really trying to get their business and you're
not getting anywhere, drop by a promotional product (s)
with your card and brochure again or send it in the mail.
Make sure your promotional product stands out from your
competition and is unique or memorable.
9. Systematize your follow up:
Make sure you sort your database by Hot, Warm and Cold
leads and then also by either where you met them (i.e.;
Your City's Chamber of Commerce, professional or service
organization, etc.) or some other system (like referral
source vs. prospect) so that when you mail to them
regularly you can mail to small groups at a time with a
unique message. Mail to your database quarterly and email
them monthly at minimum.
10. Plan year-round promotions:
Send out holiday cards not only for December, but maybe for
Easter, the 4th of July or which ever holidays you feel
like and then possibly their birthdays too. There are
companies who send out cards for you, online sources you
can use easily and there are websites that remind you when
someone's birthday is to make this easy. Ask me for info
on these companies by sending me an email to
katrina@ksawamarketing.com!
These tips are for any type of business, retail, service or
product. I am always curious as to how a store is going to
follow up with me. I shop there, I write a check, and they
have my address and phone number ' yet 9 out of 10 times '
absolutely NO follow up marketing! Only do the larger
stores put me on their mailing list and send me mailers
and/or emails (like Linens & Things, Cost Plus and Fashion
Bug); these retailers know just when I come in because I
normally always get another coupon in the mail right after
to come back again. The one that does follow up with me
understands that repeat business is 5-10 times easier to
get than new business.
So, not only do you need to follow up after new people you
meet to GET their business or referrals and build those
relationships, but you also have to cultivate those
relationships over time so they keep you on top of their
minds in case something comes up where they need your
products or services or someone they know does.
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© Copyright 2008 K.Sawa Marketing
Katrina Sawa is an Award-Winning Relationship Marketing
Coach who's helped hundreds of small business owners take
dramatic steps in their businesses to get them to the next
level in business, revenues and life. She offers one-on-one
coaching, group coaching and do-it-yourself marketing
planning products. Go online now to get started with her
Free Report and Free Audio at
http://www.jumpstartyourmarketing.com !
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