Use a Follow up Program To Get 25% More Sales--Guaranteed
by Al Hanzal
Use A Follow up Program To Get 25% More Sales--Guaranteed
How to turn interested prospects into paying customers
"The prospects showed enthusiasm for my product. They seemed interested. Then I never heard back from them. They just faded away. What can I do to turn their interest into a sale?"
The crowded market place has changed all the rules. Competitors are everywhere. Customers have unlimited options for solving their problems. To turn interest into a sale in this crowded market place, you need a new approach.
In this article I will show you how a simple step in your marketing and selling process can help you convert more sales in today's jam-packed market place. Guaranteed--if you are willing to give up some excuses you may now have!
The Duck Hunting Model
Duck hunting describes the traditional approach to small business marketing. Hunters put out decoys and wait for the ducks to come. The ducks fly in. The hunter takes his shot. If he bags one or two ducks, he's happy. If he misses, he waits for more ducks to come to the decoys.
Duck hunting no longer works in today's market place. To be successful, you must not only catch the prospect's interest, but you must also have a 5-7 step follow-up process. Add this process and you will turn "interest" into a sale. Let me show you why so many small business owners are reluctant to create this vital step in making sales.
Studies show you need contacts with customers
Studies done in a variety of businesses demonstrate that it takes up to seven contacts before the customer buys. In a market place full of options, these additional contacts help the customer make the buying decision.
The same studies show that most sales people stop after the second contact. How much money is being left on the table?
"I don't want to be pushy"
That's a great thought but most of us don't even come close to being pushy. Being pushy has to do with tone and attitude. If you believe that your product or service can make the customer's life better, making additional contacts to show the benefits of your product will never come across as "pushy."
Secretly, most people admire persistence. We respect it and when your persistence is approached from the view of having the customer's best interest at heart, you're not pushy. You're gaining respect.
"I left a message but they never called back!"
Look at your desk right now. How many phone slips are there from customers you still need to call? Does that mean you're not interested in the call? It probably just means your business life is busy and filled with many activities.
Think of how many times you've received a second or third call from a sales person. Chances are you've confessed, "I've been meaning to call you about that, but I've been so busy. I'm glad you called. "
Because a person has not automatically responded to a follow-up contact, don't assume they're not interested. If your product or service will make their life better, you want to make the extra effort to show them how they can benefit.
"I forgot"
This is the most popular excuse. Selling and marketing in the crowded market place is a process, not just one step. It means repeated contacts with the prospect, building a relationship, showing different aspect of your product, adding credibility or extending additional offers. Making contacts with prospects is the heart of your business.
It's a simple process to decide the 5-10 most powerful benefits of your product or service. Then create a follow-up method that uses one or more of these benefits in each of the follow-up contacts. One contact could be about your credibility. Another contact could elaborate on your guarantee. Another could feature a special benefit of your product or service. Use different media to make the contacts: postcards, letters, calls, articles, etc. Now you have a process in place.
Software programs like ACT, Goldmine, or your Outlook program can be used for tracking your follow-up activity. Or you can create a simple spread sheet to keep track of which prospects have received what follow-up materials. It doesn't have to be fancy. Find whatever system works for you.
Conclusion
You've heard the saying in real estate, "location, location, location." In the crowded market place, it's "follow up, follow up, follow up" if you want to turn interested prospects into paying customers. This month take the time to create a specific 5-7 step follow-up process for your business. Start using it and watch your sales increase by 25% in 2006.
To learn how to create your own simple follow up program, click below and go to my Successful Marketing Tools Blog for details. A Follow up system is not difficult.
http://successfulmarketingblog.typepad.com/successful_marketing_tool/
This is one marketing tool you must have to be successful in today's crowded market place. What a way to separate yourself from your competition!
Copyright Al Hanzal, 2005. All Rights Reserved
Hanzal Enterprises, Inc.
4191 Granite Court
Eagan, Minnesota 55123
651-485-3340
Small business owners have been using Al's materials to attract more customres to their businesses.
successfulmarketingtools.com
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