The Importance of Follow-up in Converting Leads to Sales

I just wanted to share some thoughts I had the other day about the importance of follow-up as I was going through Small Business Dream and doing all my follow up calls for my software company. I started to think about follow-up and how important it is. I had a customer come on board that has been on my drip follow-up for 12 years!

He bought every other kind of solution he could, while avoiding the main thing we sell. He had every excuse in the book to not be ready every time I called. That’s right. I called and called without any judgement; I just called if he came up on my call list in Small Business Dream. In addition, my email autoresponders kept dripping on him with high quality information about his software problems and how we could help.

I reached out probably twice a year because my Small Business Dream told me to and I talked to him by voice. Yep, you got it — BY VOICE! I helped him with his issues. I counselled him.

When he finally bought, he said, “Dennis, I wouldn’t even consider looking at anyone else because you’ve been there for 12 years giving me free information, helping me along my way and never getting the sale. Well, now you got the sale. If you’re that good before you got money, I can’t even imagine how great it’s going to be to work with you.”

Twelve years of follow-up got me a sale. It wasn’t hard, I simply let Small Business Dream remind me when to call or drip out pre-written helpful content. Eighty percent was purely educational while 20% was more about my software company and how we can help.

I started to wonder how many people follow-up for 12 years. How many people have a system that allows them to know, when they get a new customer, the first contact was made 12 years ago? This is the kind of thing Small Business Dream can do for anybody.

If you have everything working together seamlessly — email autoresponders, semi-automated follow-up through social media, phone call logs — you can become a follow-up pro and significantly increase your productivity.

I waited 12 years. But this was a $30,000 sale. Was it worth waiting 12 years? Hey, I would have loved if it only took 2, but on the other hand, 12 years later, there’s a $30,000 sale because Small Business Dream kept me on top of my follow-up and I didn’t pre-judge and I didn’t say, “Oh he’s never gonna buy, I’m going to stop following up.”

I doubt if I’d spent 1 hour of time per year following up by phone call for 12 years. I probably spent 4 hours in the first year, so a total of 15 hours of work? If a salesperson had made this sale for me, just how happy would they be… 12% commission on $30,000 = $3600. Divide that by 15 hours… $240/hour. Hmmmm. Not bad… Annualize that… $499,200/year. Nice!

I just followed the process until he either bought or said no. He always told me, you know maybe someday… we’re just not ready… maybe someday… we’re just not ready… we’re gonna try this… we’re gonna try that… I don’t think we’re ready… I don’t think we’re ready… He never said, no I’m not interested. I kept following up because my system reminded me. I did it without much thought, without any kind of hesitation or reservation. I don’t prejudge and made $30,000.

Anybody can do this with Small Business Dream. All it takes is following the system and trusting that it works.

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