This is Marketing Mistake #9 of 15. What do you know? We are back talking about the importance of persistence and The Rule of 7. Apparently, repetition is the key to learning.
Contacting your prospects seven times over an 18-month period sums up the importance of The Rule of 7 nicely. But, it is also important to understand that the numbers are not written in stone.
It has been reported that the average consumer needs to hear a commercial 17 times before making a “buying” decision? Then why do so many marketers miss the boat when it comes to follow-up?
At times, I have been guilty of not following up with leads or staying in constant contact with my customers (and I know better). It is critical that you keep in contact with your customers while religiously following up with your incoming leads. (Did he say religiously?)
For instance, if you’re capturing people’s email addresses when they visit your web site, you need a “system” for capturing those emails. Keep in mind these are people who have raised their hand and expressed an initial interest in your service.
It is your move. Your system is working and it is up to you to maintain momentum.
For you NOT to follow up on those leads, via email, would be a CRIME! You could send them weekly or monthly tips about their particular interest. You could have a free recorded message for people who are not on the web and offer them a free report by snail mail, etc. The bottom line is to always give your customers/leads EVERY available option to receive a continuous flow of information from you.
Remember, don’t think that just because you’ve emailed, or snail mailed them, once or twice that they’re not interested in what you have to offer. Keep in mind that people are VERY busy, and they’re NOT sitting around the house waiting for something from you! This is why follow-up is SO critical.
Mike Marchev is recognized for his down-to-earth, street-savvy and honest delivery of useful sales and marketing advice, suggestions, tactics and strategies. For a complimentary copy of his Special Report titled: 11 Sales Mistakes You Must Avoid send Mike an email with the word TRO-11 in the Subject Box. firstname.lastname@example.org