How to stay connected with customers and prospective customers? Why stay connected?
Studies have shown that it takes 17-20 impressions, or touches, with a prospective customer to build trust.
Think about some of these ideas, and create your own – for prospect-to-client conversion success and for creating customers for life:
1. Always follow up right away. Thank them, ask them more questions – just find a way to follow up soon. You’ll learn more this way, and you’ll build a bond. You’ll find out about something you said that they didn’t agree with – or you’ll find out why they won’t be a client of yours. These are things you won’t know about right awayif you just leave them alone and not follow up – so it also shortens the sales cycle for quicker yesses and nos.
2. Put formal drip marketing, or a nurture marketing program in place. Prospective customers get three letters, and then a phone call. Existing customers get automatically placed in a cycle of letters and follow up depending on the value of that customer to your business. I’ve talked about drip marketing before – it is one of the best things you can do to help build customers for life.
3. Follow up even if you think too much time has passed, or that you missed your opportunity by flubbing a sales call or an in-person meeting. There is a lot to say about making a phone call to honestly explain that you feel there may be a good match between companies because of x, y, and z — but that you didn’t present that well when you met in person (or use your own specific example). I have gained clients from doing this, and have seen many other sales pros do the same. It is usually never too late. If you make this contact and find that it is – you just move on.. but by doing this you also may salvage an opportunity.
Visit the Nurture Institute site for a list of good reference books on the topic.
Send your ideas by email – let’s build a long list – how has added contact saved a sale for you?
Coming up: sales successes to share –