The Money Isn’t In The Follow Up! (It’s In The Way You Follow Up)
If you’re in business you’ll have heard the expression, “The money’s in the follow up”.
But is it just a case of following up – or is there something else you need to know?
Recently one of our team went to a business show. There were hundreds of companies and their teams presenting their services and products to everyone who passed by.
The business is rarely done in the room at the expo; it’s invariably done later. Sometimes months or years after you first met.
So you need to be remembered! One way to do that is to follow up – and follow up more than once as we recommend.
The day after the show, our team member came back to the office and opened their emails to catch up on their messages. There, right at the top, was an email from one of the exhibitors. They followed up! Great! But the email wasn’t good. It went directly for the one thing a first time follow-up shouldn’t go for unless it’s invited – the sale.
The exhibitor has at least followed up and made the right moves. Most didn’t bother, and this email was one of the only ones our team member received, despite the number of stands they visited and business cards they left.
But the opportunity was wasted. The one-time sales email that presumed we needed what they had to offer despite a very casual chat on the stand was a misfired attempt.
The money wasn’t in this follow up… but it could’ve been
You see, now there was nowhere to go. We didn’t need what they had to offer, we felt sold to, they didn’t continue to follow up after we declined, and that was the end of the conversation.
It’s a shame. Had they taken some time to personalise the follow up, sent us some more information, asked some questions, and given us some value, we might have continued the conversation. But they wanted a quick win.
This approach does work…
It works when the person you’re following up with needs what you have. It works when you meet someone in the buying position. And it works when you’ve already built up a good relationship.
But it didn’t work this time, as we weren’t ready.
How are you following up?
- Going straight for the sale?
- Sending a generic email to everyone?
- Forgetting and then following up months later?
- Or are you simply not following up?
Most of those approaches won’t get you the sale.
There’s a better way…
With a CRM like SalesRadar you can build a follow-up system them helps your leads get to know you, like you, and trust you. A proper follow-up system will help you to nurture your leads, and keep you in mind for the time they need what you do – or meet someone who does.
Following up is a nurturing exercise, a value-led task, and one you can do to more than one person and still make personal.
We’ve created a really simple follow-up system and you can get that here.
Help them understand the value you offer them…
A more effective way to convert your leads is to gather better information about your contacts, send them some great content to help them better understand the value that you or your services offer, and also make the follow up more about them and their problems.
No one buys anything because the person selling it wants them to buy. They buy it to fix a problem or desire that they have. When you meet someone at a show they might not know what you do, they might not need it, or they simply might not be ready for it yet.
So you can see that a follow up straight for the sale really won’t get you many sales.
A better way is to build a relationship with them to help them and educate them on what it is you do and why they should care about that.
We sell a CRM. No one wants a CRM, they want the increased business and better productivity you can gain from having one. So we talk a lot about how to do that.
How are you ‘selling’ your product or service?
Lets say that you’re a fencing company. You sell fences… except you don’t.
What you sell is really:
- Privacy in the garden or home
- Quality backdrops to a finely-cut lawn
- A strong and durable building block for a property
- Security from would-be burglars
- A way to keep dogs and children safe
- Something that hopefully won’t need replacing each time the wind blows.
You don’t sell fences – you sell attractive multi-purpose boundary segmentations that keep families and pets safe whilst also blending into the environment.
Why your customers need what you have is important in marketing… and in your follow up
How can you explain the value whilst also helping your potential client? By this we mean – can you work out a way to keep your leads interested and engaged without sell, sell, selling?
One way would be to help them keep their existing fence looking great, offering maintenance tips, gardening advice, and maybe sharing the news when hurricane Jennifer is in town.
Following up takes time – time to do and time to convert – but it’s more successful than selling to everyone, making the odd lucky sale, and scaring the rest off.
The money isn’t in the follow up when you push the leads away instead of nurturing them.
Give value, share great content and show an interest in them.
Soon enough some of those leads will ask you for the sale instead.
If you need help setting this system up in SalesRadar then do let us know…