Jackie Stone

101 Ways to Follow up:

Salespeople are always asking for more qualified leads. They don’t want to be a nuisance by calling the same people in the lead base over and over again. But since it takes an average of 15-20 touches from initial inquiry to move-in, the existing leads in your database are much farther down the sales pike than the new ones walking in the door. Providing they are qualified, and that they haven’t made a definite yes or no decision, they are active leads that need to be cultivated and advanced through the sales process.

This doesn’t mean just continually calling prospects, especially without an objective or a reason to call. That’s what can make you feel and look like a nuisance. Follow-up does need to be structured, but it also takes creativity and individuality to stand out from your competitors in your prospects’ minds. Make them feel special, understood and cared about, and you will be amazed at the results.

The ideas for following up are limitless. What if you ask a prospect out for coffee at a local coffee shop and then follow up with a thank-you note and a gift card for the coffee shop? Or what if she attends an event at your community with her daughter, and you capture a beautiful photo of the two of them that you frame and drop off for her? Or what if she happens to mention that she likes to watch HGTV, so you pick up an issue of the magazine and mail it to her with a note?

These small gestures do not cost much, and if they further solidify the relationship by showing that you listen and that you care, then they are much more cost-effective than traditional marketing tactics.

Be smart about how you spend your time, effort and money when following up, and let your creative juices flow. You’ll find the follow-up process to be more enjoyable and more effective.

Don’t forget; All of those “I’m not ready yet!” prospects are in your lead base already—and so are your next 5-10 sales.

Looking for creative ways to follow up? Email me at jstone@varsitybranding.com, and I’ll send you my free handout, “101 Ways to Follow up.”