The Follow-Up Process, Step by Step

Step 1: Send an e-mail message right away

Scenario 1: You meet someone at an event, make a good connection, find out a little about her business and promise to send a link related to what you were discussing with her. She expresses interest in your services, but it’s not clear whether she’s an actual prospect.

As soon as you get back to your office, follow up your initial conversation with an e-mail message. This will build on the momentum of the conversation, while the conversation is still fresh in your mind and you are still fresh in her mind. If too much time passes before you follow up, the conversation may blur with another one she had around the same time or at the same event.

In your e-mail message, do the following:

– Thank her for her interest, for taking the time to speak with you and for anything else she went out of her way to do.
– Express what you understand to be the challenge she faces. Use her language as much as possible. For example, if she said she needs help to “grow her business,” use that phrase in your comments to her, instead of any other words you might use to express the same thing.
– Refer to an experience or project in your background that supports your claim that you are the right person to help. (You can do this even if she isn’t a prospect for your business.)
– Offer the information or link you mentioned in the conversation. Also include a link to your web site and, if at all possible, to a relevant case study or article, based on what you know so far about her challenge. This shows that you were listening.
– Get her into your loop. Ask if she’d like to receive your e-mail newsletter or tips or postcards or whatever your system is for keeping in touch with your network. And even if that system isn’t entirely in place, you can still sign people up and get their permission to stay in touch. In fact, when enough people say yes, that will help motivate you to do it even more.

Scenario 2: You meet someone who is clearly a prospect for your services. He gives you his card and says, “I’d like to talk to you further.” How is your follow-up message different than the follow-up for scenario 1?

It’s even more important in this type of follow-up to use persuasive copy that focuses on the benefits of working with you.

Follow this simple three-step formula: (1) State with confidence what you can do, (2) list three or more things (and the benefits of each) he’ll get by working with you, and (3) close with a testimonial and a way to keep in touch.




Step 2: Send materials in the mail

As soon as you send the e-mail message, put together a package of materials to send in the mail. At this trust-building stage of the process, your objective is to create the strongest impression possible to show prospects you are serious, professional and qualified.

Expand the text of your e-mail message into a short letter that builds on and reiterates your ideas. Don’t worry about repeating yourself. Repetition ensures that they get the message.

Enclose a brochure, samples or anything else that will help support your position that you are credible and qualified. Put together the most professional package you can, with some of the elements below. (Don’t include them all; you don’t want to overwhelm your prospects at this point. Just give them a little bit more to chew on.)

– a one-sheet or list of your services
– a biography or other background piece about you
– a case study of a project you’ve worked on
– article clips about you or written by you (if possible)

For contacts who aren’t necessarily prospects or who aren’t ready to receive (or need) your information packet, brochure or other detailed materials, send a simple, handwritten note on your letterhead or a note card. Enclose your business card, even if you have already given it to them.

A personal note really shows you took extra time to get in touch. People notice, and it can really set you apart. Plus, people just love getting mail that isn’t junk!

To top it off, use an unusual stamp to make your mail stand out from the pile. It is another subtle way to show style and personality.

Step 3: Call to make sure they received the materials

Don’t ever assume anything: that they received your materials, that they took the time to look at what you sent, and especially that if they are interested, they’ll pick up the phone to call you for the next step.

They may, but don’t assume they will. It is your responsibility to follow up.

One week after you send your materials, call to confirm they received what you sent. Ask if they’ve had a chance to look through it yet. (If you don’t reach them, leave this message via voice mail and also e-mail.) If they have looked at it, their need for your help may be urgent and the process may go quickly. If they haven’t, don’t take it personally. Just know that they’re probably in information-gathering mode and will need to get beyond that before they’re ready to talk further or meet. Adjust your follow-up schedule accordingly. But stay in close touch through this part of the process because if you drop the ball, you may miss the window of opportunity.

Also, ask how they prefer to be contacted for follow-up. With this simple question, you can find out a lot of important information, such as their preferences or phobias for the phone, e-mail or snail mail. You might hear “Oh, I never read e-mail” or “I always let voice mail screen my calls.” Keep track of these preferences for each prospect, client and contact, and reach out accordingly.

Don’t end the conversation until you find out when you should reach out again—then be sure to do so.

Step 4: Follow up the meeting

After a meeting, whether on the phone or in person, you’ll have a much better idea of how close prospects are to engaging your services. Base your follow-up strategy on that information. If the challenge they’re facing is a priority, they’ll ask you for a proposal.

If they’re not quite there yet, find out:

– what the decision-making process is
– what else they need from you
– when they’ll be making a decision
– what you should do next

Then do what they say. Call when they tell you to call. That may be obvious, but people often forget or lose track of when they’re supposed to call next. This is another reason to use a system to keep track of these important details. Plus, if you’re marketing yourself properly, this prospect isn’t the only one in your pipeline. Keeping track of the time frames for several prospects simultaneously requires discipline, organization and reliable tools.

As time goes by, you may have to remind these prospects of their interests and of the solutions you bring to their problem. Don’t get discouraged if this drags on. It’s easy to let the ball drop here, and most people will. Summon as much self-discipline as you need to stay focused on your goal and your commitment to the process.

Keeping in touch isn’t all that hard, especially if you have a system or a “loop” in place. Here are a few ways to stay in touch:

– Call to check in on the status of the prospects’ needs or projects.
– Send e-mail messages with links to relevant information or upcoming events of interest.
– Send updates about projects you’re working on that may relate to theirs.
– Send relevant articles (ideally written by you, but not necessarily).
– Forward an idea or a resource you hear about at a conference or meeting that relates to their projects.

This strategy applies also when you have initiated contact with prospects who have a need but aren’t “in pain” about it, and it’s a matter of time before they will address the issue. This could take weeks or months (or more), but just keep in touch no matter what, to show them you’re thinking of them and their problems.



The Follow-Up Process, Step by Step - To learn more about this author, visit Ilise Benun's Website.

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