If you’re a frequent reader you know that I am a big proponent of follow-up. In fact, I recommend it highly to all business owners who want an effective marketing strategy that sells without being salesy. This week I spoke with follow-up expert Mark Dana, to learn more about the art of follow-up.
Here’s what I learned:
About 8 years ago the National Association of Realtors did a study of homeowners who had been happy with the real estate brokers/agents who sold them a house or apartment. Now you’d think that if someone was happy with your services, they’d call you back the next time. Unfortunately, not! Almost 70% of these same homeowners, when buying or selling property again, used a different broker/agent. Why? Because the original brokers did not follow-up with them over time. They lost out on repeat business because they got that one sale and never took the trouble to stay in touch.
What’s interesting about follow-up, is that hardly anyone does it. In addition to being an effective marketing strategy; if you follow-up consistently, you’ll have another way to separate yourself from the competition simply by taking the couple of minutes to do so.
Common follow-up blunders:
A lot of people make the mistake of enclosing a business card or asking for a referral when they send a holiday card or gift. This changes the whole feeling. Instead, just send along the gift or card with a nice, heartfelt message. This trumps self-promotion every time.
How many times have you attended a networking event, collected a bunch of business cards, and then done absolutely nothing with them? Instead of just stuffing business cards in your wallet next time, follow up with them. Send them a card, let them know that you appreciate meeting them. It could be the start of a great working relationship.
Follow up opportunities
In this day and age we’re all connected by social media. You may find out through Facebook for instance, that a former client had a baby, was ill or lost someone dear to them. In two minutes you can follow up, drop them a line, they really appreciate it. Whether you’re doing business with them or not, you’re treating them like a person, showing that you care.
Birthdays are another terrific follow-up opportunity to let others know you appreciate them. Send them your good wishes. Don’t cheapen it by commercializing it. And if you forget, send a belated birthday card, it’s never too late to remember someone.
It’s easy
Follow up doesn’t have to be complicated or time consuming. As you meet prospects or complete a sale, capture their information into your follow-up system as part of your paperwork process on a daily basis rather than waiting for it to pile up. Do it consistently and you’ll see for yourself how it can help your business.
By the way, Mark works for Send Out Cards. (I’m not an affiliate) If you haven’t heard about it, it’s a simple follow-up system that’s very affordable and super easy to use. If this sounds interesting, Mark has a special offer for the first 10 members of my community to apply. Just go to: http://www.sendoutcards.com/3163, and if you like what you see, click the contact button in the upper right corner of the page and tell him Susan Martin sent you. He’ll set you up with a test drive with 20 free cards and even pay the postage for the first few you send.
Have you perfected the art of follow-up? Join the conversation below:
Susan, Thank you for taking the time to let me share with your readers the importance of following up with a sincere, heartfelt message of appreciation. I appreciate YOU!
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