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The Key to Marketing Success: Following Up with Contacts
Follow up! It is the key to successful marketing! All of the money you spend, effort you put "out there" and time you invest means little or nothing if you don't follow up~ So, you've got the referral or contact, now what? This kind of follow up is more appropriate and effective for large referral sources, companies, organizations, a doctor's office etc. than individual clients.
After your initial contact, think of ways to keep in touch on a regular basis. Call to see how people are doing, or to tell them what's new with you. Send a note with a clipping or cartoon, or email a link to an interesting web site. Don't forward email jokes or inspirational stories, though, unless you know for sure the recipient will appreciate them.
To follow up in person, schedule lunch or coffee, or invite your contacts to an upcoming event you plan to attend. Once you have a large follow-up list, consider a regular newsletter, ezine, or postcard mailing.
To manage your follow-up activities, you need a contact management system. When your list is short, you can use contact sheets in a notebook, or 3 x 5 cards. You will quickly outgrow a manual system, however. By the time you reach 200 contacts or so, you'll be ready to graduate to a computerized system designed for contact management, such as Microsoft Outlook or ACT! 2000.
However you choose to keep track of your contacts, the important thing is to stay organized. Always have one central place where you record who you meet, what contact you have had so far, and when it will be time to follow up next.
Review your information after 6 months. Which activities resulted in actual sales or revenue? Repeat this activity to test and see if it continues to return revenue. Was it cost effective? Did you make more than you spent on the activity? What is your ROI? (Return on Investment) Then adopt it as part of a regular marketing campaign.
If a business card you have collected doesn't belong to a prospective customer or referral source, throw it away. There's no point in keeping the card of someone you don't plan to follow up with.
What are you doing now to follow up with your referrals and prospects?
After your initial contact, think of ways to keep in touch on a regular basis. Call to see how people are doing, or to tell them what's new with you. Send a note with a clipping or cartoon, or email a link to an interesting web site. Don't forward email jokes or inspirational stories, though, unless you know for sure the recipient will appreciate them.
To follow up in person, schedule lunch or coffee, or invite your contacts to an upcoming event you plan to attend. Once you have a large follow-up list, consider a regular newsletter, ezine, or postcard mailing.
To manage your follow-up activities, you need a contact management system. When your list is short, you can use contact sheets in a notebook, or 3 x 5 cards. You will quickly outgrow a manual system, however. By the time you reach 200 contacts or so, you'll be ready to graduate to a computerized system designed for contact management, such as Microsoft Outlook or ACT! 2000.
However you choose to keep track of your contacts, the important thing is to stay organized. Always have one central place where you record who you meet, what contact you have had so far, and when it will be time to follow up next.
Review your information after 6 months. Which activities resulted in actual sales or revenue? Repeat this activity to test and see if it continues to return revenue. Was it cost effective? Did you make more than you spent on the activity? What is your ROI? (Return on Investment) Then adopt it as part of a regular marketing campaign.
If a business card you have collected doesn't belong to a prospective customer or referral source, throw it away. There's no point in keeping the card of someone you don't plan to follow up with.
What are you doing now to follow up with your referrals and prospects?
Views: 144
Replies to This Discussion
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Permalink Reply by Las Vegas Massage In Summerlin on
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One of the best methods I've found is 'marketing-forward' using the calandar with seasons and the holidays. Every month there seems to be something going on and I find a way to tie it into my clients situation. This gives me a reason to contact them. Obviously you don't need a specific reason to contact 'm, but it does make it more personal and caring when your efforts show you are looking out for them, specifically.
I love this stuff...thanks for the post ;)
Kris
http://www.massage-marketing-solutions.com/massage-marketing-tips.html
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Permalink Reply by Laura Allen on
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IF a first-time client leaves the office without rebooking, they get a postcard in the mail thanking them for joining our practice and giving them $10 off on their next visit.
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Permalink Reply by Crystal Dawn Suovanen on
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Where do you get your post cards from, Laura?
Laura Allen said:IF a first-time client leaves the office without rebooking, they get a postcard in the mail thanking them for joining our practice and giving them $10 off on their next visit.
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Permalink Reply by Liz on
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Hi Laura,
What a fantastic follow up! I'd definitely come back if I were the client.
Laura Allen said:IF a first-time client leaves the office without rebooking, they get a postcard in the mail thanking them for joining our practice and giving them $10 off on their next visit.
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Permalink Reply by Darcy Neibaur on
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Where I work they do all kinds of telephone and email contact follow ups. They also do a free massage for referralsl, and free 30 minute up grades if an hour session is booked.
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