Tuesday, February 19, 2008
If you are like most Internet marketers, you don't. When you don't follow that initial message with additional information later on, you let a valuable prospect slip from your grasp! This is a potential customer who may have been very interested in your products, but who lost your contact information, or was too busy to make a purchase when your first message reached him. Often, a prospect will purposely put off making a purchase, to see if you find him important enough to follow up with later. When he doesn't receive a follow up message from you, he will take his business elsewhere.
Are you losing profits due to inconsistent and ineffective follow up?Following up with leads is more than just a process - it's an art. In order to be effective, you need to design a follow up system, and stick to it, EVERY DAY! If you don't follow up with your prospects consistently, INDIVIDUALLY, and in a timely fashion, then you might as well forget the whole follow up process.
Consistent follow up gets results!When I first started marketing and following up with prospects, I used a follow up method that I now call the "List Technique." I had a large database containing the names and e-mail addresses of people who had specifically requested information about my products and services. These prospects had already received my first letter by the time they requested more information, so I used the company's latest news as a follow up piece. I would write follow up newsletters every now and then, and send them, in one mass mailing, to everyone who had previously requested information from me. While this probably did help me win a few additional orders, it wasn't a very good follow up method. Why isn't the "List Technique" very effective?
The List Technique isn't consistent. Proponents of the List Technique tend to only send out follow up messages when their companies have "big news". List Technique messages don't give the potential customer any additional information about the product or service in question. He can't make a more informed buying decision after receiving a newsletter! If someone is wondering whether your company sells the best knick-knacks, what does he care that you've just moved your headquarters?
What follow up method really works?Following up with each lead individually, multiple times, but at set intervals, and with pre-written messages, will dramatically increase sales! Others who use this same technique confirm that they have all at least doubled the sales of various products!
About the Author
Tom Kulzer, CEO and Founder of Newtown, PA based AWeber Communications, Inc. an opt-in email service provider. With 7 years managing opt-in follow up and newsletters for small businesses, email deliverability is an integral part of day to day operations. Learn more at Aweber.com.