how to follow up Archives - Dr. Ivan Misner®
converting prospects into customers

Converting Prospects Into Customers

Your referral source has done her job and emailed you a referral. If she is a BNI member, she passed you the referral via BNI Connect. Now it’s time to contact the prospect. But be careful: The purpose of your first contact call is not to make a sale or even ask the prospect if he has questions about your business. If, and only if, the prospect asks, should you present your products or services during this first contact call. Remember, when converting prospects into customers, you must first build a relationship. It may take a while, but if you follow these recommendations, you’ll speed up the process of closing the deal.

Do your homework.

First, contact the referral source who passed you the referral. Ask the referral source for any relevant information. As we are currently practicing physical distancing globally and working from home, the first contact meeting cannot be a face-to-face meeting at this time. Instead, the preferred format for this first meeting is to do a video conference call. However, ask the referral source to contact the prospect on your behalf to determine if the prospect wants to be contacted by you via telephone or video conference call for the first call.

If the prospect prefers this first contact call to be a telephone call, do not delay. Make your first contact telephone call with the prospect within 72 hours.

If the prospect prefers this first contact call to be an online video conference call, send an email to the prospect requesting possible dates, times, and their preferred video call platform (Facetime, Zoom, MS Teams, Gotowebinar, etc..). Please confirm the time zone if the prospect if not living in your area.

If the referral source can be present, invite the referral source to attend this video conference call with you and the prospect. This way, the referral source can introduce you in person to the prospect at the start of the video call with a more thorough briefing about you, your business and your products or services.

First Contact Telephone Call / Online Video Conference Call

Before the first contact call, look up the website and the various social media pages for the prospect’s business for additional information. Review their website to understand their business better. Use these sources of information to get to know the prospect better and to prepare questions to ask about them on the first contact call.

Reminder: The purpose of your first contact call is not to make a sale or even ask the prospect if he has questions about your business. If, and only if, the prospect asks, should you present your products or services during this first contact call.

The purpose of the first contact call is to:

  • Begin to build the relationship;
  • Get to know the prospect better;
  • Help the prospect get to know you better;
  • Find out how you can help them;
  • Position yourself to make your next contact; and
  • Judge if the prospect fits your source’s description of her.

You’ve Got Mail

Within 24 hours after the first contact call, it is recommended to email the prospect with a summary of the call, fun facts about the prospect, any information requested by the prospect, a brief note of gratitude, the next steps, and your contact information.

When you start composing your email, start by naming your referral source–a name the prospect will recognize.

Writing this email gives you a better, more controlled opportunity to convey what you’ve learned about the prospect. It helps develop your relationship to let your prospect know you find him interesting enough to have taken the time to learn a few facts about him. Express an interest in meeting him again, and advise him you’ll be calling to schedule a mutually convenient appointment for the next online video conference call.

Do not attach and send your business literature with this email unless requested by the prospect. This will avoid giving the impression that you’re interested in him primarily as a prospective customer.

Make the Call

Give the prospect a week to process this email before you follow up with a telephone call. When you telephone the prospect, ask if he has any questions from the first contact call. Plus, offer to send more information via postal mail. If the prospect indicates that he would want this, send it right away. Finally, schedule a second video conference call while on this telephone call. Hopefully soon, we will once again be able to meet people face-to-face again.

Following Up When Converting Prospects Into Customers

When building relationships, it’s always important not to let much time lapse without following up on the first contact. Within two to three days of the follow-up telephone call, you should send your prospect a note via postal mail expressing your pleasure in communicating with him. It’s still too early, though, to automatically send business literature unless requested above or to make any move toward sales promotion.

So follow up early, but don’t push beyond the prospect’s comfort level. Once the prospect has expressed an interest in your products or services, you can provide information about them, but don’t force it on him. Continue presenting your products or services, but avoid the hard sell. Focus on fulfilling his needs and interests. Your goal should be to keep your prospect aware of your business without annoying him.

If you have prepared your referral sources well, your efforts may pay off on your very first call. Most often, the prospect from a referral will need more time. Many people were financially affected by the changes from the viral outbreak. Therefore, this may not be the ideal time for them to hire you for your services. They may express an interest in talking later about your products or services and hiring you when the situation improves. Be patient when converting prospects into customers.

What’s Your Excuse for Not Following Up?

What’s your excuse for not following up with new contacts after networking events?  It doesn’t really matter what your answer is because I’m here to tell you that the correct answer to the above question from this point on is: There is no excuse for not following up, so I don’t have one.

We all know that networking without follow up can equal a big waste of time.  However, many networkers still find every excuse under the sun not to follow up and the most common reasons they use are either that they’re not sure how to appropriately follow up or they don’t have time.  As promised in Monday’s blog entry, today I’m going to give you two free follow up note templates (these will work whether you’re using e-mail or mailing a hand-written note) that will make it a no-brainer for you to follow up with new contacts.  No more excuses!

Follow up Template for “B list” contacts (those who may become valuable contacts in the future but not right away):

Jim–

My name is John Smith, and I’m the consultant who met you the other day over at the chamber.  I just wanted to say that I really enjoyed our conversation–and it sounds like you’re really doing well and staying busy.

Anyway, it was good talking to you, and if I can help you out in any way, please let me know.

John

Follow up Template for “A list” contacts (those who might become new clients or referral partners right now):

If using e-mail, use this subject line: Nice to Meet You–Chamber Event (1/23)

Jim–

My name is Jane Smith, and I’m the consultant who met you the other day at the chamber event.  I just wanted to say I really enjoyed our conversation and was hoping I could learn a little bit more about what you do.

I’m thinking we can get together for a quick cup of coffee.  That way, if I run into someone who could use your services, I can point him in your direction.  How does next Tuesday morning sound for something over at Starbucks?

Again, great talking to you, and if I can help your business in any way, please let me know.

Jane

Using these follow up note templates provide you with a great base for building relationships with the new contacts you make at networking events.  One more quick tip: Regardless of whether you choose to use these templates when writing follow up notes, always be sure to first remind the person of who you are and where you met so your note doesn’t get instantly discarded.

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