It’s simple, you go to all that effort to get yourself a lead. Why won’t you follow up and follow through and make every possible effort to convert them into a purchaser, to a customer?
Because you are going to go through a process. You are going to think if there are possible clients. Then you are going to find there are probable clients. Then you are going to get them to become a lead.
And of course when I say a lead, a lead is someone who is very probable to become a client. Alright? They have signed up, you have some contact details, and this is not someone that you don’t know.
Rather, you might not know them but it’s not someone that you don’t have any details of. You are going to have an email or a phone number, or an address, or all of them. Even better. But at least an email, generally we stick with an email. Because it’s easier. That is a lead.
Then you are going to nurture them, and that means you have to follow up. You have to contact them. You have to contact them many points.
Yesterday I talked about building an autoresponder sequence. In an autoresponder sequence, I mentioned that to get someone to know you, and then to like you, and then to trust you; you have to go through a lot of touch points. It’s not going to happen once.
Have you ever been to an exhibition where you talked to someone for a long time. And afterwards they don’t, they say, ‘Oh yeah yeah that’s fantastic.’
Gives you a card, enter it in the gold fish bowl, win a bottle of champagne that you never win. And then they say we’ll get in touch with you but next week you’ll never hear from me. Or they get in touch with you after a week via some kind of email or something. And that’s it.
Well that is such a waste. Such a wasted opportunity. Now I say this because you’ve been in that position loads of time and I wanted them, the reason I spent half an hour talking to them. It’s because I am interested.
But if they are not going to make any effort, I am not going to do it for them. I haven’t got time. I might have forgotten, I was a lead. And I am going cold. I was a warm leader, hot lead whatever you want to call it. But I’m becoming colder and colder and colder.
There are many statistics, you can google them. I did have a look, but they vary, it’s something like 15 or 25% of people never follow up at all. And then something like 50% only ever follow up once. And the ones that are getting your clients. Your potential clients are the ones that are following up often. Alright.
Remember that, if they need what you sell, and you don’t sell it to them, they are going to buy it from someone else.
That someone else is by default a competitor, they are not your mate, not when they, not when your potential customer’s going to buy, bought from them. So you are going to do this.
Follow Up Fast
Now I also want you to follow up fast. Yesterday I, what do you mean you, Ha, you haven’t listened to yesterday’s. Ah come-on you got to listen to all of these, its only 10 minutes of your life. Okay, after this go back and listen to yesterdays. It was about autoresponder.
The autoresponder email, say someone grabs your checklist, your report, your little free course, your top 5 some things, whatever it is.
They then get an instant email with it. And thank you and a little bit this and that. Then the next day you are going to say follow up with something else and then a couple of days later with something else and then a while later with something else, and then overtime you are going to keep in touch. You are keeping it there. You are building on it.
Because not everybody is ready to buy. Alright, there’s not everyone wants to buy now but they still can be a potential client. And we are only going to talk to potential clients.
People who may be interested even if they don’t need it now. They’ll need it some point. And when they do you want to be there. You want to be there on the top of their mind. You want to be there in their email folder, you want to be there in their reference file. Whatever it is. It needs to be you.
So help them out. Contact them, think of any excuse. Don’t bug them. You can even grab a little clipping out of a magazine or something you saw online.
Print it out, put it in an envelope and by the way don’t put an offer in it. Put it in an envelope, put a little complement slip, or your business card in with it, scribble on, ‘Saw this, thought it might be interesting to you. Regards Jon.’ Stick it in an envelope, post it to Bob, or whoever it was.
How often has that happened to you? No? Never? So would you be impressed if someone did that. Hand write this, don’t mass produce these, do this genuinely. That is following up. That is keeping in touch. This is what is going to happen. You are going to contact your leads over and over until they are ready to buy.
Every now and again you can make an offer. But this is not going to happen at first. They are not, ‘Oh I’ve just met you, yes yes here’s my money, here’s my money.’
Remember that. It’s going to take time. Remember I said, they are going to get to know you. Then they’ll like you and then maybe they’ll trust you.
But it’s only at the point when they trust you that they are going to stick their hand in there, in their wallet and get their credit card out.
Remember for a lot of us, we are talking about online communication. They’ve never met you, or they might have met you at a conference or something. They don’t know you. Who are you?
They don’t know you. It’s going to take time, this is not, you are not their mate. Someone didn’t recommend them to you, and they just bought. That’s the other way.
So every now and again, people are open to buying opportunities. So if you give them something that’s hard to resist, you know in the super market, buy one get one free. Or 3 for the price of 2. That kind of thing.
It’s quite often will buy things that we didn’t need. Honestly I know somebody whose cupboards are full. It’s full of stuff. That it was on sale. Seriously. It was on sale.
You buy 3, you get a dollar off. So this happens, so every now and again you can make an offer. But don’t overdo it.
Anyway, I think I’ve made the point. So remember, and to be honest, I am actually putting this out there.
In case any of you are ever at an exhibition or a trade show, and I am interested to talk to you, talking to and you when I give you my card, I want you to follow up. So that when I get home, I don’t get annoyed. Please. I’ve made my point.
Tuesday Toolbox Tip
Anyway, it is Tuesday. It’s time for a Toolbox Tip. Today is a goodie, it’s hard to explain. You have to go and see it. It’s called Portent Headlines. It’s a headline creator. If you have a subject, say you sell varnish for rowing boats. You can put the keywords in, it will come up with the most ridiculous headlines you’ve ever seen or thought of. And you might think, ‘That’s a bit ridiculous,’ but then hit it again, hit it again, hit it again. It keeps throwing them up and occasionally it comes out with one you think, ‘Oh wow! Brilliant.’ It’s just clever, it saves you having to think. It is free. This helps, this is what’s this is all about. It’s another free tool. Talking about free advice, tomorrow’s expert interview series is Jonathan Dane. He’s from Clients. Its brilliant, the guy’s great. Click here to instantly download our FREE Book “The 71 Ultimate Marketing Tools”
He has some fabulous advice. I strongly recommend that you are there and you listen. It’s going to be good. You know how it works, I’ll see you soon.