customer follow-up is critical to sales growth

Following-up the Right Way

Chances are, there is little doubt in your mind about the importance of follow-up in your marketing…however, as I have mentioned before, this is an area where businesses drop the ball. It is not hard to do and here are some tips to help point you in the right direction.  Here are a few things to keep in mind as you put your follow-up procedures in place.

Follow up Immediately

If a prospect expresses interest in your company, don’t let them slip through the cracks. Follow up right away to start building a relationship.
Manage the frequency of your follow-up.
Frequency is critical. If your follow-up is too sporadic, contacts may forget who you are. If you follow up too often, you risk being viewed as a pest. Avoid the urge to communicate with your prospects too often. Less is definitely more. The best way to follow-up with some customers is through an email mini-series of valuable content that will help develop a bond between you and them.

Manage expectations.

In order to avoid unkind thoughts and SPAM complaints, set email expectations up front. Most complaints come when prospects are surprised – so tell subscribers exactly what you will be sending, when, and how it will benefit them. Email service providers would recommend that you give them reasons to stay an active subscriber not only good content, but also a reminder for the reason they subscribed in the first place at the bottom of every email.

Practice Permission-based Marketing

Before you email anyone, make sure you have permission to do so. This is as simple as including an “opt-in” button on your webform or other lead capture method. Once you have their permission, they are less likely to send you to the SPAM folder and more likely to respond to your messages. Again, most email service providers would say you should follow a double opt in method. Not only will this make sure you are performing white hat email marketing practices, but your email list will be very clean and full of potential buyers eager to learn more from you.

Be Persistent

Remember, 80% of your prospects may not be ready to buy right now, but they will be ready within 2 years. Don’t give up on the opportunity to stay in touch with these prospects – through special offers, helpful tips and tricks, coupons, industry news, new product information, etc. You never know when one of these prospects will be ready to buy. Gorilla marketing experts would argue that it takes about 9-10 interactions before the customer buy. In fact, they say that it typically takes 3 interactions before you begin to sink into their minds about who you are and what you are offering. The rest of the time, your customer is mentally wrestling with objections, dreams, distractions, and desires. You just need to wait for when the timing is right for them.

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