Follow-up is your missing marketing element
Most of the business owners and CEOs we engage with have a small staff with limited time, money, and attention spans so when it comes to follow-up it’s often a missing element of their marketing process.
This was the case for one of our service-based clients that have to generate quotes and develop proposals for prospective prospects.
During a recent consulting meeting I brought up 2 follow-up approaches that I’ve implemented for years and think that you should consider within your own business.
Basically, if you have to develop a proposal or proof of concept document, you should only do so if the prospective client is willing to schedule a prearranged follow up meeting to review it. This ensures the value is communicated, any objections can be addressed and critical questions get answered. Without this prearranged follow up meeting your chances decrease greatly of winning.
The second follow up approach is if this the first one can’t happen then you develop what I call a “did you get taken care of follow up call?” Most small businesses think if they didn’t hear back they didn’t win, but I often find either no decision was made or your follow up call made the decision for prospect.
