Do It! Marketing: Follow-Up | Travel Research Online


Do It! Marketing: Follow-Up

“The fortune is in the follow up. It takes five to seven touches before winning the sale. Most sales occur after the eighth contact. RUBBISH!”

DO IT MARKETING – David Newman, page 164.

I am quick to endorse just about everything I read in this man’s book. But certainly not everything.

The Chapter on “follow-up” (Chapter 56) caught me off guard and I did not like what I was reading. I disagreed whole-heartedly.

Click on the book to grab your own copy of "Do It! Marketing"
Click on the book to grab your own copy of “Do It! Marketing”

That being said I continued reading and must admit he made some interesting observations.

My belief is that not everybody is ready to buy when you are ready to sell. My belief is that nobody can ever buy from you if they don’t know you exist. The author suggests that spending time on anybody who is not ready to pull the buying trigger now is a waste of your precious time.

I like David Newman and I endorse 99.9% of what he is sharing in this book. It is a good one. But the point is that you don’t have to agree with or adopt 100% of anything you read, study or learn. Take it all in, but then couple it to your experiences, beliefs, personality and time constraints. Tweak what you learn so that it compliments you and your character.

Personally I don’t believe that you are wasting your time if you make it a habit to follow up. Just don’t forget what Kenny Rogers taught us years ago when he sang, “You have to know when to hold em, and you have to know when to fold em. You have to know when to walk away, and know when to run.”

Before you decide to run, you might want to hold on just one more time.



Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.

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