I'm going to come out and say it… most entrepreneurs are horrible at following up with their leads.
So many business owners hear a “no” or a “not right now” and completely give up.
Still others follow up too much, and scare their leads away.
If you think you might fall into one of those categories, or if you just want to learn how to break through to your leads and get them to actually listen to your pitch, this post is for you!
Contact the right person in the first place.
If somebody is not getting back to you, often times it is because they are the wrong person in their organization to make decisions about your product or service.
Make the right first impression.
Often times salespeople are so excited about the “what” they are selling, that they don’t focus on the more important benefits of “why” a customer would want to buy it. Simplify your pitch to the point you are helping them understand you are selling a need-to-have “painkiller” for their problems, not a nice-to-have “vitamin”.
Follow up in the right frequency and right format.
I typically live by the three strike rule within a once-per-week follow-up schedule. But don’t forget about them. Put them into a long-term nurturing schedule, sending along interesting research or insights that shows them you are smart on their space, for them to want to engage with you in the future.
Shake up your messaging.
Start with an introduction about your business and its benefits to them. If that doesn’t work, send them some interesting market research, that shows you are smart on their space. If that doesn’t work, invite them as your guest to some key industry event. And, if all else fails, everybody loves a free lunch, golf invitation or tickets to the ballgame.
Break down barriers.
If a target lead is not responding to you, try to develop a relationship with their assistant or co-workers. If you get to a dead end with one person in the department, start again with another person in the department. Or, if the CMO won’t listen to your pitch, try calling their CFO to talk about the cost savings or revenue lift they can expect from your product, so the CFO can help you get the attention of their CMO.
Try putting one or two of these principles into practice to begin with.
You will probably start to see results right away… and as you add more in, you're going to end up with more business than you can handle!
To read more, check out www.entrepreneur.com
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