Timing is money. Being visible and accessible when a customer makes a decision to buy is key to closing a sale. Yet, all too often, businesses fail to follow up with prospects after making initial contact. Big mistake. Follow up and establish a plan that keeps you on the prospect's radar. Then, when it's time to buy, you'll be a front-runner for their business.
Most businesses spend a good chunk of their marketing budgets on generating more leads. But too often, their investments go to waste for one, simple reason.
They never follow up.
It’s one of the biggest marketing mistakes out there – because timing is everything when it comes to landing customers. As the old axiom goes, consumers will buy when they are ready, not when you’re ready to make the sale.
So it’s essential you maintain a frequent presence by implementing a follow-up system that consistently keeps you on the target market’s radar.
Sure, it’d be great if your marketing message knocked ’em dead and delivered instant business. But that’s not reality. On average, it takes 5-7 "touches" before a consumer is ready to buy.
You want to be there when that moment hits. Otherwise, a competitor is likely to land that buyer, and another promising lead will evaporate..
Staying in front of prospects turns the tide heavily in your favor. Just like personal relationships, there’s an element of nurturing involved.
Simple communication can go a long way. A phone call. A postcard. A friendly email. Anything that reminds them that you’re available when they need your product or services. Send an article or news item of interest to them. Provide a web site link, or refer them to an interesting interview related to their business.
You can’t predict when a prospect’s "buying time" arrives. Nor, in most cases, can your prospect. But when the time is ripe, your chances of landing them as a client are greatly enhanced if you’ve had a consistent follow-up program in place. You have the familiarity factor in your favor.
A timetable of once every three weeks is sufficient. You don’t want to be a pest. Rather, you want to be seen as someone who’s truly interested in helping your prospect. Persistence pays off at an even higher rate if you're genuine about your objectives.
Go beyond simply making them aware of your product or service. Rise above the crowded marketplace by reaching out. Repeatedly.
More than schmoozing, it’s smart business. Your growing bottom line will remind you of that.
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