Simply put… Your lack of follow up!
You may think you follow up enough, but I’m here to tell you that you don’t! How do I know this? Because I have YET to meet a single business owner, sales person, or marketing “expert” that follows up enough.
But because you may still be skeptical, I’ll put my theory to the test.
How many times on average do you follow up on a lead that doesn’t call you back before you quit?
The AVERAGE answer is 2 to 3 times.
The BEST answer…. As many times as it takes to reach them or until they get a restraining order… That may sound extreme, but is it really?
The SECOND best answer is 20 times. Want to see your conversion rates quadruple? Follow up like you’re getting paid to do it. Wait a minute… You are getting paid to do it! So follow up!
Here’s just a few more reasons why should follow up more:
- Leads are expensive and follow up will increase your conversion rates and reduce your marketing costs
- Your product or service is NOT the center of the universe for your prospects. So even if they ARE interested they have other things going on in their life that are more important. You have to consistently and repeatedly get in front of them
- It takes a prospect 12 to 18 times of hearing your name, seeing your emails, listening to your voicemails to even recognize your brand. So anything below 12 marketing touches is a complete waste of time and money unless you are just plain lucky.
One more quick test for my theory. Suppose you get a hold of the person and they are not interested. Do you follow up?
The AVERAGE answer is no.
The BEST answer is YES. And not only do you follow up, you build a case over time with valuable data of why they should be interested. You find out what their objections are and you probe for valuable data that you can use to fine tune your sales process and be a closing MACHINE. No wait, you don’t do that. Your answer was no…you don’t follow up….
Getting the picture of why your marketing probably sucks?
….Here’s the good news….
If your company is currently in this position and you are still surviving, a few simple changes to your follow up and you could be THRIVING!
Here’s just 2 things that I would implement right away.
- Create a 20 week campaign minimum that includes email, phone calls, and direct mail follow up
- Shorten your pieces. A big mistake people make is trying to tell a prospect 100 facts about their product in the very first touch in hopes that all that data will get a sale. The problem with this is that you overwhelm the client and you don’t leave anything of value to share with them after the first contact. Leave them wanting more…