Follow Up

Following Up After the Expos

Whether the people you meet at the Expos turn into buying customers is entirely up to you. What is your game plan to turn leads into clients? The essential ingredient for successful networking is lead follow-through and repeated contact – yet it is also the most neglected. In fact, seventy-nine percent of all leads generated are not followed-up

Marketing Facts

  • In direct mail marketing (advertising), the rule of thumb is that, statistically, a potential client must see your name in print SIX TIMES before they contact you.
  • In personal marketing (face-to-face and word-of-mouth), a potential client must hear of you, from you or see you THREE TIMES before the buying decision is made.

Exhibiting at the Expos and meeting prospects face-to-face cut a prospect’s decision-making time in half! Therefore, follow-through and repeated contact is essential. You need to call, send a letter or do both.

Ready to get started? Great! Use the marketing toolbox below to find more follow-up tips and sample scripts and letters you can use when contacting your prospects.

  • Corporate Follow-Up Tips

    Phone Follow-Up Tips

    When phoning a potential new client, the purpose is to:

    • Build rapport
    • Begin a relationship
    • Create interest and curiosity in the product or service you represent
    • Get a yes or no

    If YES, plan the next step in the relationship:

    • Schedule meeting, visit or appointment
    • Send letter, invitation, information or make another phone call
    • Give sincere thanks for the time and interest

    If NO:

    • Ask permission to stay in contact
    • Ask for names of others who might be interested (referrals)
    • Give sincere thanks for time and interest

    Building Rapport

    The person who asks the questions and listens to the answers has control of every situation. The basic rhythm of the phone call is two sentences: a question, listening to the response, a question, listening to the answer, etc. The basic content is as follows:

    • Identify self and the reason for the call
    • Agreement to talk now or at a specific later date and time
    • Rapport-building sentence
    • Rapport-building question
    • Direct response to question
    • Benefit of doing business together
    • Rapport-building question
    • Direct response to question
    • Request to do business together (book meeting, visit, appointment)
  • Phone Follow-Up Tips

    Phone Follow-Up Tips

    When phoning a potential new client, the purpose is to:

    • Build rapport
    • Begin a relationship
    • Create interest and curiosity in the product or service you represent
    • Get a yes or no

    If YES, plan the next step in the relationship:

    • Schedule meeting, visit or appointment
    • Send letter, invitation, information or make another phone call
    • Give sincere thanks for the time and interest

    If NO:

    • Ask permission to stay in contact
    • Ask for names of others who might be interested (referrals)
    • Give sincere thanks for time and interest

    Building Rapport

    The person who asks the questions and listens to the answers has control of every situation. The basic rhythm of the phone call is two sentences: a question, listening to the response, a question, listening to the answer, etc. The basic content is as follows:

    • Identify self and the reason for the call
    • Agreement to talk now or at a specific later date and time
    • Rapport-building sentence
    • Rapport-building question
    • Direct response to question
    • Benefit of doing business together
    • Rapport-building question
    • Direct response to question
    • Request to do business together (book meeting, visit, appointment)
  • Sample Letter 1
  • Sample Letter 2