Sometimes as a business owner, it’s enough of a challenge to get out there and talk up what you do. But once you’ve got your foot in the door, you must be committed to seeing the process all the way through to the finish line. Guest expert, Oma Edoja, shares her best strategies for moving beyond of the fear of following-up. Thanks, Oma!
- Operate permission-based marketing, only following up on those who have expressly given you permission to do so, preferably in writing.
- Are transparent. You make it clear to people during your marketing that you will call them again, send them your newsletter, enroll them in an e-course etc. If this is not acceptable, they will not opt in. With this prior notice, your prospects expect to hear from you. If they have not unsubscribed or opted out of your data base they are most likely happy to hear from you again!
- Only deal with qualified leads. This means you present your business to your target market and your follow-up is only for those who step out of the crowd to identify with your message. This could be through signing up for a freebie, responding to an advertisement, calling in to enquire etc. The others are not your focus, at least not for follow-up. They will continue to receive your marketing, BUT NOT YOUR FOLLOW-UP.
- Operate as a problem-solver and not a salesperson. As a problem solver you demonstrate that you have the prospect’s interests at heart. This builds rapport and trust, which OPENS the client up to the solutions you provide, rather than CLOSING a sale.
- Practice educational marketing, i.e. you regularly provide information to your target market that helps them make INFORMED decisions about your products and services. This way, they come to you and are open to your communications, rather than you chasing them and receiving rejection.
- Evaluate your marketing. Is it permission-based, educational and transparent? Adjust your marketing to make it something your prospects are happy to receive.
- Write down any fears you may have regarding follow-up. Can you see how permission-based, educational, transparent marketing removes the basis for these fears?
- Restate your fears positively and make daily affirmations of them. E.g. rather than thinking, “I do not call my prospects because I am afraid they will reject me,” think, “I am happy to call my prospects because I know they expect me!” “Follow up is helping interested people find what they are looking for.” “I am a professional. I keep my promises to call/write back when I say I will.”
- Make it easier by automating and delegating where possible. You can set up autoresponders to reply with a pre-written message when people download your free report. Then cue a few more follow-up messages to go out every other week, to keep on engaging with your prospects. Assign a team member the task of confirming follow-up appointments. Hire a virtual assistant to mail out pre-written but customized follow-up letters after a networking event. Get all the help you can to make it work!