The Power of
Following Up
The Power of Following Up
Today we’re going to talk about something I’ve been thinking a lot about lately.
The Power of Following Up
Something I used to do a terrible job at, but have since come to see the light, and am here to evangelize you on.
The Power of Following Up
What I’m talking about is following up.
The Power of Following Up
You see, most businesses out there are just terrible at this (just like I used to
be).
The Power of Following Up
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.
The Power of Following Up
And this is a huge competitive advantage.
The Power of Following Up
Let me tell you a story of how I used to operate, and
why it was extremely stupid of me.
The Power of Following Up
More years than I’d like to admit ago, I was a
stockbroker…
The Power of Following Up
and this was my sales method:
The Power of Following Up
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.
The Power of Following Up
I also had a team of cold callers working for me,
who would call up prospects cold and qualify
them…
The Power of Following Up
asking a few questions of the prospect to determine
if they were worth following up with.
The Power of Following Up
I’d then have the prospects mailed a brochure and
letter saying I’d be calling them in the future with a
recommendation.
The Power of Following Up
Now here was mistake number one:
The Power of Following Up
I’d be sporadic in mailing that letter out.
The Power of Following Up
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.
The Power of Following Up
That’s one of the hugest mistakes I see businesses
make.
The Power of Following Up
They let their leads get cold.
The Power of Following Up
And that’s amazing stupid!
The Power of Following Up
The second mistake I’d make would be to call the newly qualified lead only
once.
The Power of Following Up
Either they’d buy or they wouldn’t.
The Power of Following Up
Dumb. Dumb. Dumb.
The Power of Following Up
You see, most people aren’t going to buy what
you have to offer after one “touch.”
The Power of Following Up
They won’t buy—for the most part—after two
“touches” either.
The Power of Following Up
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.
The Power of Following Up
Just think of all the money that was left on the table
by not making those touches.
The Power of Following Up
Never mind the money wasted paying cold callers to generate qualified leads
that were just discarded after not buying on the
first call.
The Power of Following Up
The question is this…
The Power of Following Up
Are you following up with you prospects, leads, and
clients?
The Power of Following Up
Because odds are… you’re not doing enough.
The Power of Following Up
But this is easily fixed and you’d be amazed at the competitive advantage
you’ll give yourself.
The Power of Following Up
Just by starting to follow up!
The Power of Following Up
Until next time,
Kevin Oefelein
The Power of Following Up
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The Power of Following Up