What You Need to Know
- Prospects who won't meet or share information may be interested, but their need isn't urgent.
- Try to find the communication channel that works best for your prospect.
- Stay on your prospect's radar. They will see you as honest, receptive and courteous.
Efficient follow-up is a shortcoming of many advisors and agents. We like to think we have a multiple-step process. If a lead or prospect doesn’t follow our steps on our terms, they often fall through the cracks.
1. How quickly do you jump on a referral or lead?
Imagine a good client says, “Call my brother-in-law at his office.” You say yes and forget about it. The prospect tells your client, “You know that advisor you said was so great — he never called.” Do you think that client will send another referral anytime soon?
Instead: Impress your client. Minutes later, send an email: “I just left a message at your brother-in-law’s office. Thanks for sending him in my direction.” The brother-in-law says: “Wow! I heard from her right away. You are right. She is good!”
2. What do you do if they won’t meet or share information?
They might not be ready to buy. They might be a tire kicker. Does that mean they aren’t interested? No. They likely have a need, but it’s not urgent.
Instead: Can you drip on them with emails, sending relevant research or more reports? Are they OK with receiving your newsletter? Stay on their radar.
3. What do you do if they don’t respond to your call?
You reached out. You left a voicemail. They didn’t call back. It’s easy to think the lead, prospect or referral isn’t that interested.
Instead: Try other communication channels allowed by your firm. Maybe they are better with email, or texting. Perhaps you send a physical letter. Try to determine which channel works best for them.
4. The prospect who listened to your proposal and never made a decision.
These are the “let me think about it” folks. It’s tempting to keep calling every two weeks and asking “Have you made a decision yet?” That ends the conversation pretty often.