Wednesday, March 16, 2011

Don't Market Anything Without This

Sales Obermeister Tom Hopkins has said that, if someone is a client or prospect of his, they will hear from him at least 6 times a year (in person, by mail, or by phone) with information that they find valuable.

How often do you follow up with prospects and, more importantly, with clients?

If your answer is "0" or "I don't know," here's an exercise -- write down last year's revenue for your small business.

Now double it.

That's about how much you could have earned if you had followed up at least 3 times with prospects (before the sale) and clients (after the sale), based on my experience doing it since 1998.

Lesson: Don't launch any marketing effort that doesn't have follow-up communications built into it.

Don't run an ad -- online or in print -- if you can't commit to following up at least 3 times with prospects who call your office, for example. If you fail to follow up, you leave at least 50% of your cash on the table.

So, in a nutshell, the bad news: If you ignore your prospects, they will ignore you.

The good news? If you pay attention to your prospects, they will pay you.

To learn more, check out the guide I created on Followup Marketing.

No comments:

Post a Comment