People Buy From People (Who Contact Them)
You’ve probably heard the often-quoted saying that people buy from people, right? In sales, marketing, and branding, and in many small and medium businesses, it’s the personal touch; the human part, that usually sways the sales.
That because ultimately, when all is said and done – we’re buying and selling from people.
Adding a human touch to your lead generation and marketing is a must and when you’re prospecting or following up it makes sense to keep your communication as human as you can, whilst automating some of it too.
It’s a balance.
If you could follow up with everyone you meet in real life over dinner or at a sports game or networking event of their choice then you’d convert more, right? But that might not be 100% achievable, or fit into your budget.
So let’s look at how else you could do it.
The right people
First of all, let’s think about your funnel. Is it full of your ideal prospects? Do you have a list of suitable targets that you’re meeting and frequently contacting, who fit your business? It’s a simple point really, but if you’re marketing and following up with the wrong people then you’re wasting your valuable time.
Knowing your ideal customer is something we work on in the SalesRadar Academy, but to give you a few things to think about:
- Who are the most profitable customers for you?
- Where do they come from or hang out?
- What problems do they have that you can solve?
- How can you find them, meet them, and then impress them?
- And how do you get their contact details?
On that last point, our Radar in SalesRadar is perfect for this.
Let’s say that your ideal prospects are the Bursars at public schools that sit within a 100 mile radius of your business. In SalesRadar you could find the contact details of those very people with a simple search in seconds. And then you can begin to build rapport and develop relationships with them.
Knowing who the right people are in the beginning though, is essential.
The right amount of times
Now here’s a thought for you – following up is a balance. Too few times and you’re forgettable, but too often and you’re in danger of becoming annoying.
You’ll never really know the ‘right’ number of times to follow up with a prospect, but one option is to view a cold or new lead as being part of a 120-day process.
We shared this recently in this download which is free if you’d like it. <ADD LINK>.
We like to look at following up as a gradual but purposeful process.
We suggest you focus on adding value, building trust, and then asking for the sale when (and if) the time is right.
Don’t follow up with 100s of emails and calls right away, but don’t do it once and forget all about the prospect, either.
The right mix of content
When you gain a new lead it’s all rather exciting as something that you’re doing is working. You’ve attracted people to your business, service or product and you’re pleased with yourself or team.
But that’s the beginning of the work, not the end!
It’s not about one style of follow up. It’s hard to say which one of the many follow ups we use is the most successful as we do a good mix of many, but that’s why we do so many.
It’s purely because we’re dealing with people, remember? People are all different and they have different tastes, wants, and needs.
Mix up the way you follow up with a process like the 120-day programme as mentioned above. At the least, we suggest you use a stream of 5-10 touchpoints including phone calls, emails, content, social media, networking, and more. A marketing mix and a documented follow-up process are essential to be effective.
The right amount of selling
It’s OK to sell. Some people feel – especially if you deal with mostly British companies – that selling is a dirty word. It really isn’t. Someone we know very well from our own networking circles calls selling a service.
Claire McTernan tells her audience that selling your offering is actually part of your service. What you do or sell will benefit those who buy it, so you’re actually helping them – you’re providing a service. And if you don’t believe you’re helping people, you’re probably in the wrong business!
But choose your time wisely.
If your prospect is opening your emails and clicking on your content then they’re interested. If they enquired about your service then they’re ready to be sold to – in the right way.
If you followed up after a networking event or exhibition and you get “It’s not for us right now” then just stick to adding value to their world until it is.
It’s OK to sell, but look for the signs.
Right about now?
The best time to plant a tree was 20 years ago, right? The best time to put a follow-up process in place is right now. There will be untapped sales in your business right now and you will have enquiries and leads that will come to nothing in the future if you don’t put a system in place to nurture them.
A CRM like SalesRadar makes it really easy to put everyone you meet into a process and then follow up timely and consistently, slowly pushing them down your funnel.
- Are you contacting the right people?
- Do you have their contact information?
- Do you have a process to do it?
People buy from people, so make it human and make sure you’re ready to spot the signs when someone wants to buy from you.
People buy from people but only if they notice them. Don’t forget to be unforgettable!