The Importance Of Follow-Up

You've already spent time and money to attract prospects.

Just because someone hasn't responded to one of your campaigns doesn't mean that they don't have an interest in your product or service -- it may not have been convenient for them to act when they received your email.

It's important to realise that you *will* get business from these prospects *if* you stay in contact with them.

In fact, prospects need to hear from you multiple times before they actually buy:

2% of sales are made on the 1st contact
3% of sales are made on the 2nd contact
5% of sales are made on the 3rd contact
10% of sales are made on the 4th contact
80% of sales are made on the 5th-12th contact
[Source: National Sales Association]

But most marketers give up after just 2 contacts - that means they're missing 95% of potential sales!

If you're not following up, you're leaving money on the table. Period.

Sales Lead Follow-up Blueprint:

A typical lead nurturing programme involves a series of letters, emails, case studies, success stories, articles, events, white papers, and webcasts.

If you nuture your leads before selling, you'll see more sales-ready leads, higher close ratios, a stronger sales pipeline and a shorter sales cycle.

Sample schedule of a lead nurturing programme using email follow-up:

Day 1: After phone call, send a "nice chatting with you" email
Day 5: White paper download/e-newsletter (leave voicemail to announce)
Day 14: Recent customer success story (related company) + article of interest
Day 30: Case study
Day 45: Report/webinar/seminar offer
Day 60: Email "touching base" note
Day 75: Article of interest + case study
Day 90: Prospect calls you = qualified lead

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