You most likely have specific strategies for generating new prospects. But, often, there is no strategy for following up. In their book “Conquer the Chaos,” Clate Mask and Scott Martineau say 81percent of sales that close, close on or after the fifth contact. If you believe this statistic is accurate, then it is imperative you integrate a follow-up strategy into your marketing plan. Start by asking yourself these five questions:
1. Who are the different types of prospects? Are they retirees? Are they busy working professionals? Are they widows? Understanding who your prospects are helps you identify a message to communicate and the platform for delivering that message. You may have to develop a different strategy for each group.
2. What is the message the prospect is interested in hearing? Your message should resonate with the prospect. Each type of prospect has different concerns, so it is critical you address their particular issues, for example, retirement planning or cash flow, in the follow-up process.
3. What are the different ways I’m going to follow up? Examine your prospects’ communication methods to identify the best ways to follow up. Also identify the best mediums for communicating the message. Is it in an e-newsletter format? A personal phone call? Social media? Your strategy is unique to your prospects, but an example strategy could be calling every six months, sending a marketing e-mail monthly and mailing an event invitation quarterly.