One of our prospects reached out about follow ups being their biggest business or marketing challenge. So this blog post is dedicated to offering tips on how to improve follow ups with three simple segments.
There are certain things that respond well to the right amount of pressure. Under the right amount of pressure over a long period of time, carbon will become a diamond. As someone applies pressure and force to their bodies, muscles, tendons, and bones begin to strengthen. Certain people throughout history, most commonly seen in sports, respond to pressure, and rise to the situation. But the same kind of pressures can also result in catastrophic outcomes. The same pressures and forces mentioned above can cause earthquakes, injuries, and epic failures.
Why am I mentioning pressure in a post about following up? Because the same principles apply when you market to, or follow up with segments of your database. Within this post, we are going to take a look at how to apply the right amount of pressure to 3 segments of your database to get more engagement and increase your sales.
How to Improve Follow Ups with Three Simple Segments
This is most ignored segment of most people’s database for the simple reason that most salespeople, present company INCLUDED, assume (and we all know what happens when we assume) that the people we have done business think about us every day because of our sheer awesomeness. Real estate professionals are notorious about this – I know I was when I was practicing real estate. I would close a deal and my clients would be lucky to receive anything from me, much less a phone call or a timely personal note. I am embarrassed to say that I would run into clients 8 to 10 months after a deal and not remember who they were – how could I ever expect them to remember me when the time came to sell or buy their next property.
Being busy is no excuse. With today’s technology, following up with those contacts who trusted you enough to do business is non-negotiable. And I’m not talking the same Christmas card you send to everyone else (more on that later) – I’m talking about intentionally connecting with them and remaining relevant to them, by making them relevant to you. One of the easiest way to do this is making CRM (customer relationship management) software part of your technology repertoire. There are a lot of CRM’s out there, but the one thing you need a CRM to do, is to remind you when to contact someone and what your last interaction was about. Knowing that the last time you called Walt White he mentioned him and his wife bought a car wash, it would be a nice thing to ask about (plus I hear you will want to stay on that guy’s good side).
Keep it simple, consistent, and highly personal. Are you doing a lot of business? Then do follow ups with this segment in batches. Take a day to where that’s all you do. No matter what you think, you can’t take enough time to do this. In fact, if you did this, and only this, you would probably see your business grow steadily and quicker than you think.
So you’re working with a client, why do you need to follow up with them? You see them regularly, you already have their business, and depending on how the deal is going, they may be the last people you want to follow up with. But you need to – and this is why. You will never have a better chance to make yourself memorable than by being intentional with current clients. They are a captive audience and the most current one. If you’re a real estate agent who has been practicing real estate for a number of years, you know that buyers’ and sellers’ needs have changed over the years and there is no better way to identify those needs than by strategically following up with your current clients.
TIP: A great way to do this is by the use of social media. I know, I know – this may seem out of left field, but bear with me. If you can stay engaged with your current clients (isn’t that what good follow up is anyway) with social media then it does two things at once.
- First of all, it scales – meaning, if you stay engaged with a few clients (i.e. – answer a question or two about what the market is doing or, if you’re a real estate agent, how staging a home made all the difference) you effectively can follow up with all of your clients. Of course, you would never discuss intimate details, but there is always a lesson or teachable moment in every transaction.
- Secondly, it shows the world that you care about your clients and they care about you. There’s no better billboard than that.
Prospects and Suspects
Not all leads are created equal – so why do we treat them that way? If you have a decent marketing strategy in place, you will get leads. But having a marketing strategy in place and a system to follow up with leads are two different things. Marketing attracts them to you – but what are you doing to keep them attracted to you.
Are you going to be the person who is only good for one or two dates? Or are your interesting enough to keep them coming back to you until they are ready for a commitment?
The way to get this done without spending too much time (remember, a bulk of your time needs to be spent on following up with past and current clients) is creating content and distributing that content with some simple email marketing automation. We are huge fans of MailChimp here at Go Left Marketing – and a big part of it is because they allow us to automate a large part of our marketing to contacts who are in different parts of the buying (or “dating” process). We want to make sure that if someone receives content from us via an email it is relevant and timely. Depending on how someone finds Go Left Marketing , that person will receive high quality content, hopefully good enough to keep them engaged, coming back, and eventually ready to take the relationship to the next level.
If you create and follow up with these 3 segments of your database using these tools and techniques, not only will your sales increase, your time will feel like it is being spent in the highest and best way – with the people who already know, like, and trust you.
Do you have any tips on how to follow up? Share them in the comments below.