Creating Luck

Ideas that will grow your business

When and How to Follow Up with Leads

About three weeks ago, I was looking for a certain type of service. I clicked on an ad on Google and filled out a contact form for the advertiser to reach me. It was during the week so I figured a sales person would call me or at least follow up by email the next day.

No response.

Three weeks later, I got a very generic email. If you take out the type of service, which I blurred in the picture below, you could apply this email to virtually any service. Plus, the odd part is that their response was about me reselling their service, which is not what I inquired about at all.

This is a sad story. The company had paid Google for the click on their ad, gotten a qualified sales lead and then effectively threw it away because they didn’t follow up in a timely manner or with relevant material.  (Pssst… the letter was for concierge services. Would you have guessed that?)

Their lead generation campaign is generating sales leads. Yet nobody is following up the right way. They are wasting their money.

Follow Up the Right Way

Create a poster board on your wall with this reminder.  When someone contacts you:

  1. Reply within 1 business day (same day if possible) by phone.
  2. If you don’t reach them, try again the next day.
  3. If you still don’t reach them, send an email.
  4. If you haven’t gotten in touch with them in a week, send a follow up letter by email – or better yet record and send a personalized video – using this sample text:

John, thanks again for reaching out to us last week about our services. I’ve been unable to reach you via phone or email. I know you’re busy and I appreciate your interest in finding out whether our services would be a good fit for your company.

To help you make an informed decision about [your type of services], I will periodically send you our email newsletter. It contains a wealth of material that you might find useful for your business. When you are ready to connect, reach me at [phone number or email]. All the best, [signature].

If they haven’t followed up with you after several initial attempts, they may not be a qualified lead. By sending them your company email newsletter filled with educational – not sales – material, you stay on their minds so that when they are “sales ready,” they think of you first and reach out.  By then, you will have solidified your position as a trusted source so they will very likely take your call.

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