Special Guest Article...A Must Read!
If you want to attract new clients and put your internet prospecting
on autopilot, this may be one of the most important articles you read.
Also, if you think at any point during this article that it
does not apply to you or your business, you are dead wrong...
Do Your Potential Customers
Forget About You?
Your web business probably gets product inquiries from potential customers around the globe. Inquiries come via e-mail and your web site, and you try to
send information to each hot prospect as quickly as you can. You know that you
can drastically increase the likelihood of making a sale by satisfying each
person's need for information quickly!
But, after you've delivered that first bit of information to your prospect,
do you send him any further information?
If you are like most Internet marketers, you don't.
When you don't follow that initial message with additional information later
on, you let a valuable prospect slip from your grasp! This is a potential customer
who may have been very interested in your products, but who lost your contact
information, or was too busy to make a purchase when your first message reached
him. Often, a prospect will purposely put off making a purchase, to see if you
find him important enough to follow up with later. When he doesn't receive a
follow up message from you, he will take his business elsewhere.
Are you losing profits due to inconsistent and ineffective follow up?
Following up with leads is more than just a process - it's an art. In order
to be effective, you need to design a follow up system, and stick to it, EVERY
DAY! If you don't follow up with your prospects consistently, INDIVIDUALLY,
and in a timely fashion, then you might as well forget the whole follow up process.
Consistent follow up gets results!
When I first started marketing and following up with prospects, I used a follow
up method that I now call the "List Technique." I had a large database
containing the names and e-mail addresses of people who had specifically requested
information about my products and services. These prospects had already received
my first letter by the time they requested more information, so I used the company's
latest news as a follow up piece. I would write follow up newsletters every
now and then, and send them, in one mass mailing, to everyone who had previously
requested information from me. While this probably did help me win a few additional
orders, it wasn't a very good follow up method. Why isn't the "List Technique"
* The List Technique isn't consistent. Proponents of the List Technique
tend to only send out follow up messages when their companies have "big
* List Technique messages don't give the potential customer any additional
information about the product or service in question. He can't make a more
informed buying decision after receiving a newsletter! If someone is wondering
whether your company sells the best knick-knacks, what does he care that you've
just moved your headquarters?
* List Technique messages convey a "big list" mentality to your
potential customers. When I used to write follow up messages using the List
Technique, I was writing news bulletins to everyone I knew! I should have
been sending a personal message to each individual who wanted to know more
about my products.
What follow up method really works?
Following up with each lead individually, multiple times, but at set intervals,
and with pre-written messages, will dramatically increase sales! Others who
use this same technique confirm that they have all at least doubled the sales
of various products! In order to set this system up, though, you need to do
First, you'll need to develop your follow up messages. If you've been marketing
on the Internet for any length of time, then you should already have a first
informative letter. Your second letter marks the beginning of the follow up
process, and should go into more detail than the first letter. Fill this letter
with details that you didn't have the space to add to the first letter. Stress
the BENEFITS of your products or services!
Your next 2-3 follow up messages should be rather short. Include lists of the
benefits and potential uses of your products and services. Write each letter
so that your prospects can skim the contents, and still see the full force of
The next couple of follow up messages should create a sense of urgency in your
prospect's mind. Make a special offer, giving him a reason to order NOW instead
of waiting any longer. After reading these follow up messages, your prospect
should want to order immediately!
Phrase each of your final 1 or 2 follow up messages in the form of a question.
Ask your prospect why he hasn't yet placed an order? Try to get him to actually
respond. Ask if the price is to high, the product isn't the right color or doesn't
have the right features, or if he is looking for something else entirely. (By
this time, it's unlikely that this person will order from you. However, his
feedback can help you modify your follow up letters or products, so that other
prospects will order from you.)
The timing of your follow up letters is just as important as their content.
You don't want one prospect to receive a follow up the day after he gets your
initial informative letter, while another prospect waits weeks for a follow
Always send an initial, informative letter as soon as it is requested, and
send the first follow up 24 hours afterwards. You want your hot prospects to
have information quickly, so that they can make informed buying decisions!
Send the next 2-3 follow up messages between 1 and 3 days apart. Your prospect
is still hot, and is probably still shopping around! Tell him about the benefits
of your products and services, as opposed to your competitors'. You will make
Send the final follow up messages later on. You certainly don't want to annoy
your prospect! Make sure that these last letters are at least 4 days apart.
Following up effectively seems complicated, but it doesn't have to be! So many
potential customers are lost because of poor follow up - don't you want to be
one of the few to get it right?
Tom Kulzer is the President and CEO of AWeber Communications.
Less Work - More Sales. http://www.aweber.com