8 - Following Up When You Know Plenty of People but You’re Not Contacting Them Flashcards
What is the first step in effective follow-up?
Capture every prospect or potential referral partner you encounter
Follow-up can include calling, sending something, or interacting online.
What are the five most common reasons for poor follow-up?
- Prioritization
- Disorganization
- Lack of Essential Tools
- Resistance
- Fear
What does prioritization in follow-up involve?
Setting aside reserved time for follow-up tasks
Why is disorganization a barrier to effective follow-up?
Without accurate records of contacts, effective follow-up is impossible
What can lack of essential tools lead to in follow-up?
Avoidance of calling prospects due to uncertainty about what to say
What is a common mindset that leads to resistance in follow-up?
Thinking, ‘I’m good at what I do. Why aren’t the clients coming to me?’
True or False: Regular follow-up makes you appear unprofessional.
False
What is essential for efficient follow-up?
A contact management system
What types of contact management systems are available?
- Desktop software (e.g., Microsoft Outlook)
- Cloud applications (e.g., Salesforce.com)
- Smartphone apps (e.g., Contapps Contacts)
What should a good contact management system allow you to do?
- Record contact details
- Document source of each contact
- Keep notes about interactions
What should you consider when selecting a contact management system?
- Your work habits
- Device usage
- Number of contacts to manage
- Team access needs
What is a 30-second commercial?
An elevator speech used for introducing yourself or leaving a voice mail
What should a 30-second commercial include?
- A 10-second introduction
- Details about services offered
- Client benefits or results
When should you use a 30-second commercial?
When leaving a voice mail or in networking situations
What is the purpose of a brochure in follow-up?
To support marketing activities, not replace them
What are typical elements of a tri-fold brochure?
- Attention-getting cover design
- Tag line or positioning statement
- Description of services
- Benefits of working with you
- Contact information
What is a marketing kit?
A collection of materials used for marketing to businesses and organizations
What is typically included in a marketing kit?
- Fact sheet about your business
- Testimonial letters
- Case study of a successful project
- Samples of work
Fill in the blank: A contact management system is essential for efficient _______.
follow-up
What should you do each time you follow up with a prospect?
Make a note of the interaction and the next follow-up date
What is the significance of customizing the contents of a marketing kit?
It allows you to tailor materials to each recipient’s needs
What should you do if you find the task of organizing contacts overwhelming?
Take it a bit at a time and consider hiring help
What are some examples of content to include in a marketing kit?
- Field articles
- Articles about you or your work
- Testimonial letters from clients
- Case studies of successful projects
- Samples of work or photographs
Marketing kits can be customized for each recipient, making them more affordable and easier to update than traditional brochures.
What should be avoided when contacting clients for the first time?
Don’t overload clients with information. Hold back some information for follow-up contacts or leave-behinds after presentations.
This approach helps maintain client interest without overwhelming them.
What does Ellen Looyen emphasize about successful marketing pieces?
Everything works together to support your brand identity and unique message.
Copywriting should be persuasive, and design compelling.
What is a key question every marketing piece should answer?
What’s in it for the client?
This focuses on the benefits received by the client.
What is the recommended way to present information to prospects?
Bullet point as much information as possible for easy scanning.
This allows readers to quickly find what interests them.
What type of testimonials are most effective?
Testimonials that point to specific results rather than generic praise.
Highlighting testimonials from respected experts adds credibility.
What should a biography in a marketing piece include?
- Motivation for entering the business
- Qualifications and credentials
- Success story illustrating client benefits
This builds confidence in prospects and brands the author as an expert.
What are the two primary strategies in the follow-up stage of marketing?
- Direct contact and follow-up
- Networking and referral building
Activities involved include calling, mailing, and follow-up meetings.
What is the recommended sequence for contacting someone for the first time?
Call, mail, and call again.
This approach increases the chances of making a connection.
What should you do if you reach voice mail during a call?
Follow up with an email or a text message after leaving a voice mail.
Persistence is key in follow-up communications.
True or False: Relying solely on email for follow-up communication is advisable.
False.
Interactive conversations are more productive for gauging interest and handling objections.
What should initial correspondence with a prospect include?
- A personalized letter
- Possibly a brochure or fact sheet
Keep it simple until you know the prospect’s level of interest.
What should a model marketing letter begin with?
A personal connection or attention-getting question.
This establishes rapport with the recipient.
How long should a model marketing letter typically be?
One to one-and-a-half pages.
This length allows for sufficient detail without overwhelming the reader.
What is the ideal follow-up time after sending information to a prospect?
A week to ten days.
This allows time for the prospect to review the materials.
What is a good practice when leaving voice mail messages?
Keep messages to no more than 30 seconds and include a benefit of doing business with you.
Short messages are more likely to be listened to and remembered.
Fill in the blank: A $1,000 sale might warrant _______ attempts by letter, call, or e-mail.
five
Higher value sales justify more follow-up attempts.
What should you do if you continually reach voice mail?
Continue calling and also try calling during off hours.
This increases the chances of getting through to the prospect.
When should you give up on contacting a prospect?
It depends on the value of the potential sale.
How many attempts might be appropriate for a $1,000 sale?
Five attempts by letter, call, or e-mail.
What is the typical first live meeting with a prospect usually about?
A sales conversation.
What should you do to keep relationships alive over a long period?
Find ways to connect person to person.
What is a good way to follow up after meeting someone at a networking event?
Send a nice-to-meet-you note.
What should you include in a follow-up note to a new contact?
An interesting article or your brochure.
What is the purpose of following up with your in-house mailing list?
To remind them of your services and continue building the relationship.
How often should you contact hot prospects, frequent referrers, and current clients?
Perhaps even monthly.
What is an effective form of communication for a larger list of warm or cool prospects?
Sending a mailing three to four times per year.
What should be the focus of a print newsletter?
Offering more useful information than promotional copy.
How can you enhance the impact of a postcard?
Put a photo of the recipient in the card.
What is a benefit of using a broadcast e-mail system?
Allows subscribers to add themselves to your mailing list.
What is a common format for an e-zine?
A monthly e-mail publication mimicking a print newsletter.
What should you avoid doing in an e-newsletter to maintain relationships?
Making it a telemarketing call in disguise.
What can you use autoresponders for?
To provide immediate replies and send a series of messages.
What should you offer to encourage people to subscribe to your e-mail list?
A bonus like an e-book or special report.
What should you never do without a person’s permission regarding e-mail lists?
Subscribe someone to your e-mail list.
What is one reason to avoid sending unsolicited bulk e-mail?
It is often considered an annoyance rather than a courtesy.
Fill in the blank: Your e-newsletter functions as a kind of electronic ________ for face-to-face interactions.
proxy
True or False: A print newsletter requires less effort than an e-zine.
False
What should you avoid when subscribing prospects to your e-mail list?
Subscribing them without asking for their consent
This approach is often seen as an annoyance rather than a courtesy.
What is a recommended method for gaining subscribers to your e-mail list?
Ask clients and prospects if they would like to subscribe when first making contact
This can include sending a sample copy of your e-zine or email broadcast.
According to Roger C. Parker, what is crucial for self-employed professionals?
The ability to use e-mail to keep in touch with prospects and website visitors
Parker emphasizes that capturing names and email addresses on first visits is essential.
What type of information should you offer to build your e-mail list?
Helpful, relevant information that solves a problem or achieves a goal
The quality of the information is more important than its length.
What are tip sheets, and how do they function as sign-up incentives?
Tip sheets consist of seven to ten numbered ideas, each with a short paragraph
They provide concise, helpful information targeting relevant keywords.
What is a key strategy for following up with contacts on social media?
Regular participation in an online network within your market niche
This helps to build relationships and trust.
True or False: Participating in online networks can replace personal follow-up.
False
Personal follow-up is still necessary for current hot prospects and active referral partners.
What should you focus on when participating in online discussion groups?
Providing relevant, helpful information without direct promotion of your services
Let your signature box communicate what you do.
How can you strengthen personal connections with prospects?
Identify and leverage mutual connections for introductions
This can increase the likelihood of getting responses.
List some potential sources for expanding your prospect list.
- Members of associations or clubs
- Social media connections
- Former colleagues
- Vendors or salespeople
- Alumni of educational institutions
- Neighbors and local merchants
- Political representatives
What is the ‘Discomfort Dilemma’ as described by Carol Costello?
The moment of indecision between taking the next step in selling or avoiding it
This could involve making a cold call or following up with a prospect.
What is one suggested fix for overcoming Discomfort Dilemmas?
Remind yourself of a pleasant past call before making a new one
This helps to ease the tension associated with making calls.
Fill in the blank: The factors influencing a prospect’s decision-making are _______.
[innumerable]
What is a common misconception about rejection in sales?
Rejection is a personal reflection of you
In reality, it is about the prospect’s own needs and priorities.
What does Josh Billings’ quote about postage stamps imply?
Success comes from persistence and sticking to one thing until it is achieved
This relates to the concept of following through in sales.
