I had a great meeting this summer with a new prospective client at an existing client company. I thought we hit it off and she indicated that their previous supplier had just retired. I was thinking what perfect timing.
She gave me a long list of upcoming events for us to develop some suggestions for. I walked out of the meeting elated. And now, four months later, I still haven’t gotten back in to see her. I started a schedule to email her regularly, followed by phone calls. The messages have changed from, “I have suggestions for the events we discussed” to “let’s talk about 2017.” I got one response from her in late August that she was traveling on business and would be in touch when she got back. But so far – nothing!
Spec Samples Make Lasting Impact
Now, I have done several projects for other people in her company since then. I’ve gotten rave reviews. So what gives? I’m really not sure. I thought we hit it off. And, I’m not giving up. I’ve gotten some personalized samples done for her and when I’m in the building for a meeting with one of her colleagues I am going to stop by and drop them off. Hopefully it will start the process over again for us to work together. And this time, I want to understand better how and what type of communication is best for her and how often. Maybe my attempts to reach her overwhelmed (but twice a month?) or maybe she just likes you to show up with the proposal. Who knows – but I hope to find out!
Years ago I had a client tell me at an event that she “keeps up with me through my newsletters.” OOPS. That was a BIG red flag. I obviously wasn’t being consistent in staying in touch with her as a client. How many others felt the same? And it can be difficult when you are busy servicing active clients not to forget those that may only “need” you a couple of times a year or less.
Master Client List Keeps Contact Consistent
So, I have a master client list that helps me stay in touch at least quarterly with those clients that we are not doing business with on a monthly (or weekly) basis. I have tried many different CRM (Customer Relationship Management) programs in the past and so far I haven’t found one that works well for me.
I get the programs where you set daily contact goals to help keep your pipeline full and to maintain contact discipline (I used Salesforce.com for a while with a bit of success), unfortunately, I would get busy with meetings out of the office and days would go by without my logging in. Now, I schedule the time on my calendar like a meeting for follow-up at least twice a week. I usually block an hour – that way I have time to follow up on open quotes, presentations as well as to work on scheduling new prospect meetings and touching base with those less active clients. I would love the time to do it more often, but at least for now my schedule doesn’t allow.
New Follow-up Plans for 2017
Now that I’ve begun developing my growth plan for 2017, I am re-evaluating our follow-up procedures for both existing clients and potential clients to help us stay top of mind. I know there are automated options available, but to be perfectly honest, I don’t like getting them so it’s not how I plan to proceed right now. Of course timeliness and consistency is key to a successful follow-up program and I am hopeful these steps will help.
9 Steps for Better Follow-up
1) If possible/necessary, schedule the next meeting at the end of the present meeting (even if it’s months away)
2) Send a brief follow-up email within 24 hours after the meeting to recap discussion and next steps
3) Send email notes and direct mail with relevant information and specials on a monthly basis
4) Send monthly newsletter
5) Call! This is a lost art for many, but plan to pick up the phone on a more regular basis and actually speak to a client (or leave a compelling message) monthly
6) After an order is delivered, send a handwritten thank you note
7) Invite clients to join us at local business events
8) Stop by or send a quarterly with a spec sample of a new product or a self-promotional sample that is relevant for them
9) Be consistent in following the procedures!!
We pride ourselves on being high touch with our clients and I am hopeful that by following these steps that high touch will be more consistent with all our clients and prospects.
Danette Gossett is the founder of Gossett Marketing, co-founder of Promotions Rescource LLC and co-author of the best-selling book "Transform" with Brian Tracy. Danette utilizes her more than 30 years of advertising agency and corporate marketing experience to develop effective promotional campaigns and products for her clients. Visit GossettMktg.com or SalesPromo.org and follow us on twitter @MarketngTidbits.