An efficient follow-up strategy is key to turning a prospect into a client.
A consistent follow-up system makes you and your services more reliable, says Mark Wardell, president of Wardell Professional Development Inc. in Vancouver. “Having a system means you’re not going to drop the ball,” Wardell says. “Having a system means that people are not going to fall through the cracks.”
That system starts with using your client relationship management software properly and documenting your follow-up procedures (see Client meetings: A sure-fire follow-up system, Feb. 7)
Here are a some ways to create an effective prospect follow-up system that works:
> Make a list
Tailor your follow-up system to your strengths to ensure you use it.
Keep track of the prospective clients you’ve contacted and what steps you need to take next. Create a list or, if you prefer, use a spreadsheet to record and organize the information, says April-Lynn Levitt, a coach with the Personal Coach in Calgary: “You need to find a system that works for you and that you’re going to follow.”
> Give a little extra
Bring something new to the table each time you talk with a prospect.
During the follow-up process, potential clients are getting to know you, Levitt says, and you’re getting know them. Show these prospects the value you can offer by giving them something more each time you contact them. For example, send them relevant information, such as articles about retirement planning or tax strategies, or introduce them to team members.
> Don’t hesitate to call
If you feel a prospect is particularly keen about your business, call them immediately.
There are two types of prospects, Wardell says: “warm” and “cool.” Warm prospects are interested in your services right now. Cooler prospects are people you think will become interested in your business in the future.
When a prospect is warm, you should contact him or her immediately to ensure they don’t lose interest, he says. You can consider a prospect warm for up to seven contacts. Even if the prospect didn’t return a call or couldn’t speak with you right away, that doesn’t mean they’re not interested.
> Mix it up
Change around how you follow-up so prospects don’t think you’re using an automated system.
While it’s good to have a routine for contacting prospects, sending the same generic email on the third Wednesday of every month gives the wrong impression, says Wardell.
Keep prospects interested by sending short, interesting tidbits of information, he says, such as an article about RRSPs or a financial planning top-ten list you compiled. Be sure to follow up with a phone call within a week.
Track how often you contact each prospect, but keep it sporadic enough to assure them you’re “flesh and blood.”
IE