The 7 T's of Follow Up

Sometimes in our marketing, it’s all about how we follow up with leads. We get people to the website through tv, radio, search or social media. We get them interested enough to give us some information, sign up for a mailing list, download a whitepaper, etc. But what comes next?

How you follow up with them will determine whether or not you eventually get a sale.

Here are the Seven Ts of Follow Up you must remember in order to improve the likelihood that you convert more interested prospects into sales.

  1. Timing. The speed at which you follow up has a lot to do with whether or not you hold someone’s interest or turn them off. Get back to them quickly, while they’re still interested, and continue to reach out on a regular basis until you get the sale.

  2. Theme. Your follow up should stick to one general theme. You should express how your offering will solve a need. Instead of bouncing around from one idea to another, seeing which one sticks, try to keep one consistent message throughout.

  3. Tempt. Whether you’re following up by phone, mail, or email, you want to make an offer. This might be your standard offer, or something that they can’t find on your website or anywhere else. Make it easy for someone to get started with a low rate, or discount the price from what they originally saw. This will get more people to bite.

  4. Tease. Give them something for free. Let them try out your product or service, or some facet of it, before they make the commitment.

  5. Trespass. Get in front of them in as many ways as possible. Trespass might sound like a bad thing, and we definitely don’t want to be so pushy that everyone gets turned off. But don’t be so passive that you don’t get noticed. You can follow up with texts, calls, web ads, emails, postal mail, etc. Usually a combination works better than just one method or the other.

  6. Telesales. The old 1800 or 0800 numbers might sound like a surefire way to piss off your prospective customers, but it all depends on the strategy you employ and the industry you’re in. For many industries, it takes a phone call (or multiple calls) to get to the sale. Train your salespeople to be helpful rather than pushy and you should see results.

  7. Test. If you read this blog often you knew I was going to end with this. Your job as a marketer is never done. Performance can always be better. Test and track new methods of follow up to see how they convert. If it’s better, work them into your regular follow up methods. If not, scrap them and test something new.