Should You Ever Stop Following Up?

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Did you know it can take between five to seven contacts with a prospect, and sometimes longer, before they become a customer? That’s why consistent and effective follow-up is what separates a promotional consultant who is really successful from one who is just getting by.

Should you ever give up on follow-up? That depends on how valuable the prospect is to you. I can tell you from actual experience that it may take months to get in to see a prospect that has the ability to give you large and repeat orders, but the payoff can be enormous.

Here are 6 easy tips to help you follow-up like a pro without being a pest:

1. Follow-up fast. It’s always best to follow-up within 24-48 hours of an initial meeting. If you’re not following up quickly, chances are your competitors will be. A handwritten thank-you note accompanied by an interesting promotional product is a great way to follow-up and highlight what you do best.

2. Block specific times to follow-up. First thing in the morning and at the end of the business day are the times you’re most likely to find your prospects and customers at their desks.

3. Provide valuable information. Forget about calling to see if your prospect or customer received your catalog or email. How boring is that? Instead, share a valuable resource, an interesting article, a business lead or a business promotion tip. You get the idea. People will look forward to hearing from you if you share information that will help their business as well as their bottom line.

4. Get permission and build rapport. I don’t have to tell you how hard it is to get a live person on the phone these days. If you’re lucky enough to reach them you have to be able to convey the benefits of what you do quickly, in order to pique their curiosity and make them want to learn more. The first thing I encourage my coaching clients to do is to ask permission to continue. A short sentence such as: “Do you have a moment to speak?” signals respect and goes a long way in building rapport.

5. Be genuine. If your intention is to help people, instead of selling to them, not only will you find it easier to make the call, but the people you talk to will find it easier to buy. Remember: people buy from salespeople they know, like and trust.

6. Use a variety of different methods. Phone calls and emails are not the only way to follow-up. Send a newsletter with promotional tips or a promotional idea of the week. Send a creative promotional product. Follow your prospect on social media sites. Anything that will keep your name in the front of their mind works well. You’re in a fun industry! There are lots of ways you can share your expertise and connect with your customer.

What’s the bottom line? Don’t give up. Effective follow-up done consistently works.

What follow-up methods have worked best for you? What’s the longest you’ve ever continued to follow-up with a prospect? Share your thoughts in the comments box below!

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