In my previous blog post, I discussed how Tim Templeton in his book, The Referral of a Lifetime, suggested how to divide your database into categories (A, B, C, D) based on their likelihood of referring people to you. To move people from one level to another (from B to A for example), you will want to keep in touch with them. Invest time and money on this group. This is well worth it. They will want to refer you to people in their world. People believe what others say about you more than what you might say yourself.
Templeton suggested perhaps the owners of your company write to previous clients. Thank the person for his/her previous business. That owner would then introduce you as someone in his company (if you are one) they could call as well as himself to see if they had any questions or comments. You state your associate will call in a few days to check in with them.
In a few days, you call and have a warmer call. Also, ask if you could follow-up with them periodically just to see how they are progressing, share some valuable articles and see if there was any way at all you could help them reach their goals. This ended up as a successful way to generate more referrals without even asking. It’s about relationships.
It’s suggested that you develop a follow-up program. Use a program like Infusion Soft, to automatically send out articles, and items of interest you develop for your database. You might also use “Send Out Cards” which is a reasonable way to keep in touch with a group of people rather inexpensively.
What ways do you use to keep in touch with special people personally and professionally?
Please write your comments below. I will respond.
In The Referral of a Lifetime, Tim Templeton discusses thinking about who is your cheerleader. They are people who feel strongly about you and your products and can refer you at a moment’s notice. Templeton believes there are about 10-20% of the people in your circle you can categorize in this way. They are your “A list”. Your “B list” needs some education about you but can easily move to the “A” category. He said it’s about 17-20% of people in your circle. The “C list” are those you are not are sure about but want to continue connecting with them. Your “D list” are people you don’t want to work with and can delete from your circle.
I’ve fired clients – they either didn’t honor our agreed upon date/time to speak a couple of times and didn’t give 24 hours notification as instructed. Or, they didn’t do the work so I wouldn’t take their money. It was not the place they should be. They needed a consultant to do the work for them. There are certainly a lot of benefits of using a consultant but you need to make sure they are reaching your audience in your voice and relay your message appropriately.
Divide your database into A’s, B’s, C’s and D’s. How you will reach out to them would be different. Develop a marketing plan for each category and either use a CRM if at all possible for automatic emails to be generated or if necessary, send them yourself or have a V.A. (virtual assistant) help you.
How do you reach out to people in your database? Don’t miss this important piece in your business. It will increase revenue big time. In future blog posts, I will give you suggestions. Stay tuned and post your thoughts below please. I will respond.
What piece was missing in 2015? Most small business owners leave a lot of money on the table. How? They don’t follow up consistently. I hear too often– “well, I don’t like to annoy people”. That’s true. So what can you give them to stimulate interest and curiosity about your products and services?
The place to start is an initial letter (better if it is mailed rather than emailed). Discuss the problems your clients have ((about 3 bullet points). Then state you helped them solve these issues. If they want to hear how, they should give you a call.
Chances are you will need to do a follow-up call. If you do not speak on the phone, write a similar letter stating if they experience a problem like the ones you described or want to discuss another one, to contact you.
Next follow ups include articles that could be of interest, jokes, etc.
When you make the contact, following a business strategy so you don’t cause stress in the discussion is vital. If you want to learn more and you send me information about your challenges, business and let me know what you’re looking to achieve, we can see if a phone call between us would be beneficial.
Here’s to a bigger, more successful, less stressful 2016.
Please let me know your thoughts or send me a message through facebook.com/ellen.cahill.growth
Do you think #Emailmarketing is a thing of the past? It is still time and cost effective.
Reach out to your prospective customers. Send them an email discussing:
-what benefits your company offers to organizations like theirs
-include the number of years you are in business if it’s at least 8-10 years.
-be sure to hit some pain points – examples include: not reaching revenue goals or getting new business
(of course what is written based on the customer)
-if they are unable to make customers’ raving fans
Let them know that you help your customers conquer these challenges. You would like to speak with them
to share some success stories.
Ask them to call you. However, chances are you will need to follow-up . Research shows most companies stop calling
a prospect after two attempts. It’s been shown that it takes about seven attempts to get them interested in your
products/services. Having a powerful follow-up program is needed. I help my clients develop it and then let the
auto-responder do some of the work.
Persevere and you can come up on top.
What’s worked for you? Please let me hear your thoughts.