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How the Right Follow Up Can Turn a Lead into a Sale

We all know the importance of networking, right? You know - shaking hands, schmoozing and rubbing elbows at various events. But while doing that might get you a list of potential leads, it’s the follow up you do after the fact that will actually get you results, which is to reel them in and hook them as paying customers. So what are the best techniques for reaching out after that first contact and keeping communication going? Here are a few pointers and best practices to make your follow up activities more successful.

Strike while the iron is hot. Don’t wait too long after your initial meeting to reach out to your new leads. Whenever possible, tell them precisely when you plan to do so and stick to it. For instance, when telling them how great it was to meet them, let your new prospect know that you’ll be following up on Monday to discuss XYZ with them. By specifying a timeframe you are much more likely to stick to your guns. And, as an added bonus, when you follow through with your promises your prospects will be impressed with your professionalism.

Determine the best method of communication. Sometimes an email is enough to touch base and can count as enough follow up to keep someone interested. More times than not, however, if you really want to keep your leads hot and your prospects engaged, a phone call is much more effective. Take a look at my article from a few months ago which goes over why sometimes email just isn’t enough for the many reasons why. Of course, if your new lead specifically requested that follow up be done via email, respect that and do so accordingly. Or, consider sending an initial email requesting a date and time for a phone call, which will give you more leverage and better your chances of landing a new client.

Keep at it. Just following up once won’t necessarily win over those prospects and get them to take the next step. Sometimes it takes several attempts to finally close the deal. In fact, there’s a marketing theory called the “Rule of Seven”, which suggests that it can take up to seven interactions with a brand before a potential customer takes the leap and makes a purchase. Be consistent and stay in touch with your leads through a variety of different methods, including emails, phone calls, and newsletters and do your best to keep your brand at the top of their mind without overdoing it and being too pushy. Your hard work and persistence will pay off in the long run.

Gathering leads is the easy part. Successfully turning those leads into paying customers is the challenge, and good follow up is the key. By employing these three simple techniques, you can stay in contact with your prospects and improve your chances of converting them into loyal clients.

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posted by Rebecca Daneault @ 3:13 PM