A really simple question this week. How do you follow up? Promptly? I’m sure we all know that’s the right answer – you must follow up promptly; leads go cold quickly, so don’t delay, follow up today; show you care, contact them again; our attention span is short, so be quick… etc.
What I find interesting though is why we don’t always follow up promptly. And here’s a confession – this week I found myself explaining why I hadn’t replied to an email from a customer. Yes that’s right, an existing customer and I didn’t reply promptly, in fact I hadn’t replied at all gulp! I wonder how many of you are feeling smug now and shaking your heads in despair at me and I bet there’s a few who know exactly my situation. I did have a very good reason, you see, – eh no actually there isn’t really ever a very good reason is there?
So what’s my point?
My Tip This Week: Have a Follow up Policy …and stick to it
It’s all about meeting and exceeding expectations. Here’s what to do in four steps:
- Think about all the contact methods that apply to you
- Someone leaves a phone message
- Someone sends a personal email
- You meet someone at a network event and promise to follow up or take some action
- A general email arrives (a newsletter for example)
- Someone sends a letter or other mailing
- Someone replies to an advert requesting more information
- You speak at an event
- …
- Think about categorizing contacts – some will need faster follow up than others
- Think about the different ways you could follow up
- Send an email
- Make a phone call
- Go and see them
- Send information as requested
- Send regular information
- …
- Finally, define a follow up policy for different contact types.
Then follow the policy as it will help you focus on the important contacts. Of course, that’s only the start, a truly great follow up policy will take each contact with your organisation and weave it into the best journey for that contact and give the results you both want – and that’s all about working out your marketing touches.
If this all sounds like a bit too much, then remember that technology can help with automating the marketing touches – find out more by signing up below:
Can You Have More Sales, Too?
Helping over 75,000 businesses like yours raise profits and build customer relationships using AWeber’s opt-in email marketing software for over 10 years.
And who was the customer? Pets Homes and Gardens …sorry Julie!
You might also like:
{ 3 comments… read them below or add one }
Dawn, you have no idea how timely this is for me!!!! I am conscious that I need to have a follow up procedure and now I need to ACT! Thank you.
As always, your blog hits the proverbial nail right on the head, great stuff!
Thanks for your comments Peter & Nicky