4 Elements Of A Good Follow-up System
A good follow-up system helps:- convert leads to clients
- satisfy clients so that they can become repeat clients and make more referrals to you
- distinguish you from the competition.
In effect, a good system answers the following questions.
1. Who does the follow-up?
In
following up on a specific action, the first step is to determine if the follow-up
is something that you must do personally...or
is it something that can be delegated to someone one else?
If it can be delegated, who can and should do it?
If it can be delegated, who can and should do it?
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2. When does the follow-up happen?
The
best follow-up
happens immediately...even if it simply scheduling a specific
follow-up action.
Ongoing contact with leads will maintain the connection and help build a relationship with them. This relationship will help convert a lead into a client.
Most leads do not end up buying in the short term. Although these people have left the market, they remain potential clients.
Continue to keep in touch with them.
Once leads become clients, a good follow-up system will ensure that each and every detail of serving your clients is properly and effectively managed.
These details include fulfilling the promises that you make to clients...and satisfying their requests.
After completing the agreed upon service to your clients' satisfaction, your system will ensure that you continue to keep in touch with clients.
Keeping in touch with clients helps them remember you and how much you helped them.
This will encourage them to hire you again...and to refer others to you.
Ongoing contact with leads will maintain the connection and help build a relationship with them. This relationship will help convert a lead into a client.
Most leads do not end up buying in the short term. Although these people have left the market, they remain potential clients.
Continue to keep in touch with them.
Once leads become clients, a good follow-up system will ensure that each and every detail of serving your clients is properly and effectively managed.
These details include fulfilling the promises that you make to clients...and satisfying their requests.
After completing the agreed upon service to your clients' satisfaction, your system will ensure that you continue to keep in touch with clients.
Keeping in touch with clients helps them remember you and how much you helped them.
This will encourage them to hire you again...and to refer others to you.
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3. What follow-up action will be taken?
Your
follow-up
action will be determined by the action that you want leads and
clients to take.
When
dealing with
leads and prospects, the action that you want them to take is to hire you.
To help leads and prospects make this decision, provide them with as much information as they need...in the format that they desire.
In addition to providing the information that they need, how they want to receive it, deliver your information when requested.
When dealing with clients, in order for you to complete the agreed-upon service your clients will need to do specific things and provide you with specific information.
In this case, your system will generate items like check-lists, fact sheets and other instructional information and resources.
And of course, following up with clients will include keeping them up to date on the status of the work that you are performing for them.
When keeping in touch with clients whose work has been completed, you simply want them to keep you in mind for repeat business and referrals.
The maintaining contact feature of your follow-up system will help generate repeat and referral business.
When
dealing with
leads and prospects, the action that you want them to take is to hire you. To help leads and prospects make this decision, provide them with as much information as they need...in the format that they desire.
In addition to providing the information that they need, how they want to receive it, deliver your information when requested.
When dealing with clients, in order for you to complete the agreed-upon service your clients will need to do specific things and provide you with specific information.
In this case, your system will generate items like check-lists, fact sheets and other instructional information and resources.
And of course, following up with clients will include keeping them up to date on the status of the work that you are performing for them.
When keeping in touch with clients whose work has been completed, you simply want them to keep you in mind for repeat business and referrals.
The maintaining contact feature of your follow-up system will help generate repeat and referral business.
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4. Record all follow-up activities
Recording activities
and tracking results offers many
benefits
- minimizes the risk of losing critical information and sending duplicate information
- helps you assess, evaluate and improve the overall effectiveness of your follow-up system
- reinforces your personal brand and brand promise by ensuring that you consistently do what you say you will do...when you say you will do it.
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Words of Warning
Don't use your follow-up system as a vehicle to get leads to commit to hiring you ...or clients to recommend you.In practice, a good follow-up system enables you to learn more about your leads and prospective clients.
Similarly, such a system helps leads, prospects and clients learn more about you...and makes it easier for them to hire or recommend you.
To Learn More
See Chapter Nine of How To Achieve Better Marketing Results Sooner.This chapter will help you develop your own follow-up system.
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Need some help with the development...or refinement...of your system?
I'd be happy to help by coaching you through the process.
Good follow-up is an essential element of good marketing.How has good follow-up helped you attract new clients?
What is your best tip about effective follow-up as a essential element of effecrive real estate marketing?
Click here to share it with others.
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