Did you know that one of the most important marketing activities is also a law of persuasion? This activity is one of the most feared of all marketing activities, and this law is one of the most important laws of persuasion.
What is this activity and Law? It's FOLLOW-UP.
I'm sure you've heard in many places that the number one fear of most people is standing up and giving a talk to a group. Not in my experience. Sure, it's an issue for some, but a much bigger fear is making follow-up calls. I've seen grown men tremble with terror at the prospect of making these calls!
It's such a tough thing for most people because it brings up the fear of rejection more than anything else. When we connect with someone, just the thought of making that follow-up call fills us with dread. Here are some of the thoughts that stream through our heads. Are some familiar to you?
- They won't be interested anyway
- If I call, I'll be seen as pushy
- It will be better if I wait a few weeks
- If they were interested, they'd call me
- I don't know what to say on the call
- I'll be rejected anyway, so why bother
- I don't like getting calls, why should they?
- Maybe they'll forget who I am
- Prospects see these kind of call as begging
- I'm really above making follow-up calls
- Nobody else makes follow-up calls
- Follow-up calls just don't work
- I don't have time to make follow up calls
Before I refute every single one of these thoughts, I want to remind you of the purpose of a follow-up call. The purpose of a follow-up call is to explore whether or not it makes sense to pursue a business relationship. That's it.
Follow-up calls are made after an initial connection, say at a networking event. They are made when someone shows some interest in our services. They are NOT sales calls. They are not always calls to set up appointments. They are opportunities to connect and explore possibilities.
If done correctly, people actually like getting follow-up calls. The key is 'correctly', because so many people blow the follow-up call and then decide that they are a waste of time. They never learn how to make successful follow-up calls.
Good follow-up calls are simple:
"Hi, this is Robert Middleton, we met at the networking event a couple days ago. I wanted the chance to find out more about your business and also tell you a little about my business. Maybe we'll find some common ground. Is this a good time to talk for a few minutes?"
Would a call like that kill you? I don't think so. So let's go back to all those thoughts that stop you from making these calls and let me refute them one by one:
They won't be interested anyway
How do you know? You don't. You are calling to discover mutual interests and see if there is a possible next step. You can only know if there is interest if you actually make the call.
If I call, I'll be seen as pushy
Will you? Only if you act pushy when you're on the call. You're not that kind of person are you? Be yourself, prepare what to say and make the call. Most will be happy to receive it.
It will be better if I wait a few weeks
No you won't. There's a good chance they'll forget you if you wait too long. Strike when the iron is not. One to three days is good.
If they were interested, they'd call me
Oh, no they wouldn't. Because they are as afraid of making follow-up calls as you are and they don't want to betray that they are interested in your services as you might be too pushy!
I don't know what to say on the call
Well, learn, then practice and then make the damn call. You don't have to be a professional tele-marketer. Just be you.
I'll be rejected anyway, so why bother
Will you? That's not my experience. Will they send a hit man to take you out? Not gonna happen. They will welcome the call.
I don't like getting calls, why should they?
You don't like getting cold calls from strangers and inept follow-up calls from boobies. But that's not you is it? Make the call.
Maybe they'll forget who I am
They will if you call apologetically six months later. If you call a few days after meeting and remind them of your conversation, they'll remember who you are.
Prospects see these kind of call as begging
Again, only if you beg on the call. "I'm calling you to beg you to do business with me because I'm desperate and need your business." Don't do that and you'll be fine.
I'm really above making follow-up calls
Are you? Are you above growing your business and getting new clients who will rave about your services? Then you are not above making calls like this. They are an honorable thing to do.
Nobody else makes follow-up calls
Exactly. Everyone is scared stiff to make them. So you're actually not getting a lot of them, are you? But the few who really get it, have fun making these calls and grow their business because of it.
Follow-up calls just don't work
Don't they? When I want to grow my business I offer a new program, do some kind of intro such as a teleclass and then follow up with those who show interest. It works, believe me.
I don't have time to make follow-up calls
Do you have time to succeed at your business? If you can't find the time, my recommendation is to throw in the towel NOW! Why torture yourself with thoughts like these?
Do you have any other objections about making follow-up calls? Instead, give yourself a break and actually make some calls!
How about a few reasons to make them? If you create a mindset that follow-up calls are necessary, useful, effective, and can grow your business, you'll discover the following when you start to make follow-up calls:
1. People appreciate that you took the initiative to make a follow-up; it makes you look like a professional, committed to service.
2. Follow-up calls will catch a ton of business that would otherwise have fallen between the cracks.
3. Follow-up calls will open up opportunities you would never have suspected. They not only lead to new business from those you call, but to referrals and other connections.
4. Making follow-up calls will make you a sharper business person. You'll learn to think on your feet, answer challenging questions and come up with innovative solutions.
5. When you master follow-up calls, nothing, literally nothing, will stop you from growing your business at a rate you thought was impossible before.
Want to know more about making follow-up calls that will help you grow your business? Check out this audio program today:
The Art and Science of TelePhone Follow-Up
The More Clients bottom line: The ability to make follow-up calls is what separates the winners from the losers in business. Show me someone willing to master the job of making follow-up calls and I'll show you someone with a growing business.
What's your lameest excuse for not making follow-up calls? Better yet, give us a follow-up success story. Please share on the More Clients Blog.
You're right. Follow up is very important. I was continually looking for new prospects till someone tipped me off to the fact that I wasn't following up on my current ones.
Attorneys Salt Lake City
Posted by: Rex | November 11, 2008 at 07:51 AM
Robert--
Great post... there is a big difference between a follow-up call to someone you have met personally and a cold call...which I define as telephone follow-up to an unsolicited introduction.
Cold calling is for suckers... there are many opinions on this for sure... here's my take on the subject:
A cold call is an uniformed interruption... with the prospect most likely thinking:
"I don't know you, I have not heard of your firm, you are interrupting my busy day... are things so bad in your business you have to call a stranger"?
Far better to create awareness to your value proposition in the minds of well defined and qualified prospects... this takes a long time... that is why it's important to segment your contact strategy into early, mid and late stage categories.
Early Stage:
prospects are qualified but they don't know you
Mid-Stage:
Prospects are aware of you but have not entered into any specific dialogue with you
Late Stage:
Prospects know you, have awareness and interest in your proposition.
You only get to "sell" late stage prospects... the 1 in 100 that have made it that far in your sales cycle...
The only short-cut to a late stage propsect comes through:
- direct refferal
- networking, speaking and writing
but it is still critical to keep your "background marketing activities" relevant and consistent to early and mid-stage prospects... I use opt in email marketing and a blog for these prospects...
it takes me roughly 6 months to a year to create a late stage prospect (without a direct referral)
note to self: always be marketing!
www.pullinc.com
I like your work! Glad I stumbled onto your blog...
Posted by: thomson dawson | October 25, 2008 at 10:31 AM
Great article, Robert.
I disliked follow-up calls because I like to succeed 100% of the time. With follow-up calls, you're bound to have some failures. But the success rate more than pays for the time spent on failed calls.
Still, not liking follow-up calls, I did what made sense to me - I hired someone else to do the sales while I focused on my core competency. This has been key to the growth of my company and has more than paid for itself.
Some people love phone sales and are great at it. So there's no good reason why a great professional services provider charging the fees that they deserve shouldn't make use of such an individual.
Posted by: Charles Dominick, SPSM | September 24, 2008 at 01:42 PM
Robert,
Very timely. I've sent out a personal letter and portfolio to a select group of companies. I've made two follow up calls so far and have booked meetings for both. However, I was stalling with the remaining follow up calls and needed a good kick in the pants!
Cheers.
Brenton
Posted by: Brenton | September 23, 2008 at 06:42 AM
Thank you! I needed to make some follow up calls after sending out a direct mail letter to contacts on my database. I had some of the excuses you listed. You have now fired me up to go ahead!!
Susan
Posted by: Susan | September 23, 2008 at 01:58 AM
It's not just follow-up calls that seem to be such a block for people! I always follow up with a 'nice to meet you' email - something hardly anyone else does, unless it's to send me a sales pitch!
Great post Robert, I think I'll print out the list of excuses to remind me next time I hesitate to pick up the phone and follow up.
Posted by: Louise BJ | September 23, 2008 at 12:08 AM