The Power of Following Up

The Power of

Following Up

The Power of Following Up

Today we’re going to talk about something I’ve been thinking a lot about lately.


Something I used to do a terrible job at, but have since come to see the light, and am here to evangelize you on.


What I’m talking about is following up.


You see, most businesses out there are just terrible at this (just like I used to

be).


In fact, most are so bad that you could shine

through the clutter and be recognized immediately if you only do a mediocre

job at this.


And this is a huge competitive advantage.


Let me tell you a story of how I used to operate, and

why it was extremely stupid of me.


More years than I’d like to admit ago, I was a

stockbroker…


and this was my sales method:


I’d call up people cold and try to get them to buy

stock, over the phone. If they didn’t buy right then and there, I’d tear up the lead card and move on

forever.


I also had a team of cold callers working for me,

who would call up prospects cold and qualify

them…


asking a few questions of the prospect to determine

if they were worth following up with.


I’d then have the prospects mailed a brochure and

letter saying I’d be calling them in the future with a

recommendation.


Now here was mistake number one:


I’d be sporadic in mailing that letter out.


In all honesty I should have mailed that letter out that

very day my caller qualified the person, and I probably should have sent

that letter overnight, so they received it quickly.


That’s one of the hugest mistakes I see businesses

make.


They let their leads get cold.


And that’s amazing stupid!


The second mistake I’d make would be to call the newly qualified lead only

once.


Either they’d buy or they wouldn’t.


Dumb. Dumb. Dumb.


You see, most people aren’t going to buy what

you have to offer after one “touch.”


They won’t buy—for the most part—after two

“touches” either.


On average, it takes 7 touches to get the

prospect to even take notice, and I’ve heard as

high as 8.4 touches to get in front of the average

decision maker.


Just think of all the money that was left on the table

by not making those touches.


Never mind the money wasted paying cold callers to generate qualified leads

that were just discarded after not buying on the

first call.


The question is this…


Are you following up with you prospects, leads, and

clients?


Because odds are… you’re not doing enough.


But this is easily fixed and you’d be amazed at the competitive advantage

you’ll give yourself.


Just by starting to follow up!


Until next time,

Kevin Oefelein


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The Power of Following Up

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