10 Simple Ways to Follow Up with Prospects

In any business, it's important to develop simple follow-up systems to keep on top of your prospects', customers’ and referral sources' minds. If you don't do your follow up, you are wasting valuable marketing dollars and time you've already spent on gathering new leads.

I do a lot of networking at chamber events, women's organizations and business expos, and I generally collect about 25-50 business cards from new contacts during a good week. I pay an assistant to enter them all into my computer database. I also enter them into my e-mail database because I usually ask them in person if they want to receive my free marketing tips. I follow up right away by e-mail, and, for the hot prospects, I send a postcard or a note, too. Then, they will receive my e-mails every other week.

Follow up can be done in many ways: e-mail, fax, phone, mail or in person, right? So, what do you do after you meet a potential client or even a potential referral source? How do you follow up? Do you pile up those business cards on your desk until they get so old you have to throw them away?

Follow my 10 simple steps below, and you will build better relationships with those you meet and have more top-of-mind awareness with them:

1. Take immediate action. Always call or e-mail within 24 hours of meeting someone. Tell them it was nice to meet them; ask about their business and offer more info about yours and what you could do for them.

2. Take more than one action. In addition to No. 1, slip something in the mail, such as an introduction letter and a brochure, a handwritten thank-you note or a special-promotion flier.

3. Use e-mail wisely. Add them to your e-mail database (if appropriate and if you are heeding current spam laws in your correspondence) and make sure they get an e-mail notice within two weeks.

4. Keep your ears and eyes open. Drop in the mail or attach by e-mail a document or article you found that you'd been discussing or something you recently read that would be of interest or pertinent to them.

5. Keep your database up-to-date. Enter them into your computer database so they will be on the list to receive your next mailer. If you don't have a database, you should get one (ACT, Goldmine, Outlook), or start an Excel spreadsheet. You can outsource this task.

6. Send more than one mailing. Send out another piece of mail or e-mail within two weeks of the first; this can be more casual, such as a postcard, flier or another follow-up letter. Ask for referrals, in case they can’t use your services right now.

7. Call again. Call not necessarily to make the sale, but to further build the relationship: to have coffee, to meet for lunch, to drop something off for them, etc. Another in-person meeting is a good idea — in case they forget what you look like.

8. Make a creative impression. If you're really trying to get their business and you're not getting anywhere, drop by a self-promo item with your card and brochure again, or send it in the mail. Make sure your product is unique or memorable.

9. Systematize your follow up. Make sure you sort your database by hot, warm and cold leads and by where you met your new contact (e.g. your chamber of commerce, professional or service organization) or some other system (such as referral source or prospect). This will allow you to send mailings to small groups at a time with a unique message. Mail to your database quarterly, and e-mail your new contacts monthly, at minimum.

10. Plan year-round promotions. Send out holiday cards not only for December but also for other seasons, such as Easter, the Fourth of July and possibly their birthdays. There are companies that send cards for you and online sources you can easily use, such as Web sites that remind you of birthdays.

These tips work for any type of business. I am always curious as to how a store is going to follow up with me. When I shop and pay by check, they have my address and phone number, yet nine out of 10 times there is absolutely no follow-up marketing! Only the larger stores put me on their mailing lists and send me mailers or e-mails; these retailers know just when I come in because I normally always get another coupon in the mail right after enticing me to come back again. The ones that follow up with me understand that repeat business is five to 10 times easier to get than new business.

So, you need to follow up after new people you meet to get their business or referrals and build those relationships. But you also have to cultivate those relationships over time so they keep you on top of their minds in case something comes up where they or someone they know needs your products or services.

Katrina Sawa is an award-winning relationship marketing coach who's helped hundreds of small-business owners take dramatic steps to get to the next level in business, revenues and life. She offers one-on-one coaching, group coaching and do-it-yourself marketing-planning products. For more information, visit www.jumpstartyourmarketing.com.