We are constantly bombarded with articles and experts telling us to try this and try that, TV, magazines, billboards, marketing, social media, the list goes on. There is something much more important than this…
The Follow Up.
Don’t laugh! It is true and so important, you can have the most amazing marketing campaign ever created but if you don’t have a system in place to follow up leads, and to respond to inquiries, you may as well have burnt your money.
The number of times I have emailed multiple vendors for a quote or information on a service that I desperately needed, and was willing to pay good money for, and got no response is ridiculous.
I wanted to start doing Pilates, so I emailed the seven, SEVEN different studios in my area, and do you know how many responded… one. Just the one! At that point, it didn’t matter what marketing they had used, or prices – I was sold on the sheer fact that they responded. It turned out they were a great studio, but that business that didn’t respond, why not? I can almost guarantee that they aren’t so busy with clients they couldn’t take any more, in fact, they are probably complaining about their lack of business.
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So before you spend a lot of money on a brand new marketing campaign, make sure you’ve got the systems in place to deal with leads. Whether it’s a CRM system that tracks everything, or an answering machine – Make sure you aren’t losing valuable business – in this market, we just can’t afford to be lazy.
What do you use to keep track of incoming leads? Have you ever been in a similar situation where you just don’t hear back after an inquiry?
