Know-How Exchange : Customer Behavior

Dear Bender310,

There WAS a time when the golden rule of following up suggested it took seven connections with a prospect or client before they became a customer.

These days, that number may have widened out to 15 to 30 contacts before a lead becomes a customer.

诀窍是让你提供相关,persuasive, significant, and engaging and you can do this in a long series of messages that connect a common thread or point. This is where storytelling in marketing is so important. So, how long do you follow up?

Until the buy or until they die (or ask to be removed from your list). I know that to many people, this will sound harsh. But if you DONT keep hammering away at the same nail, it won't go into the wood.

Way too many business owners hammer a little bit here and then they make a crucial mistake: THEY MOVE THE NAIL! The wood isn't any softer anywhere else, and it's only by applying consistent blows to the head of the nail, which you keep focused on one issue, on one story, on one specific problem, that you make a dent.

People buy when they are good and ready, not simply because they've received a piece of mail or a voicemail and people are more inclined to buy when the messages they're receiving tie in with their deeply felt needs or issues.

So keep mailing. Keep posting. Carry on sending e-mails that direct people to blogs, and websites, and YouTube pages, and stores, and everywhere else. And make sure that when those potential shoppers arrive at those places, that there's something there for them, and that there's something for them to take away with them—even if that something is free (or appears to be free).

It's the perception of value generated by trust that creates loyalty, and loyal shoppers COME BACK. But only when they're engaged and to engage them, you must continually remind them that you're out there. Make your messages different, make them stand out. Shun dull and boring ads. DO NOT do what everyone else in your sector does. Be different and you'll be REMEMBERED!

I hope this helps.

Gary Bloomer
Wilmington, DE, USA
Follow me on twitter @GaryBloomer

Michael is correct. It depends on the buying cycle. Not only does it depend on the buying cycle, but on you, as the salesperson.

People don't buy without a reason. Nothing happens without a reason. Salespeople sell, and they can control that buying cycle. Sometimes they forget their power. People buy because of pain-- and sometimes they don't know they are in pain. Sales is about finding that pain, creating urgency and as my wanna be gangsta grand daughter says "take 'em out of der pain". That sounds trite, but if you truly don't believe you are doing someone a service by solving a unique problem or pain-- fold up the tent and go home. It is your job to take them out of their pain.

Its a huge mistake to think people "buy when they're good and ready". That is order taking, not sales. You can most certainly move the nail, the wood, and the tree it came from. That is why processes are so important and where sales has evolved.

As a young salesperson I sat at a sales meeting and was asked about a potential client. I gave some wishy washy answer about follow up, messages- all busy work but no real selling. I got a real education that day from my sales manager-- and I was very lucky to still have a job.

I have a slide when I do my marketing on how many touches it takes to be "top of mind" in the clients eyes. Its about 16. Sure you can get a sale before. But the rule is it takes as many as it takes.

Every call must have a reason. When you do a follow up, move them along the sales cycle with a next step. If you don't have a next step, you are stagnant, not moving up the sales cycle. Keep that clear.

I have had significant sales (6-7 figs) that closed in 5 touches and those that took 2 years to close. Its as many as it takes. Some things you can't control. Like you can't do it till the new building opens and you are contingent on that. But if you quit early, they will choose another vendor-- for a sale you created the need for. For a sale you set another up for.

Great responses on this question, it is clearly an topic that inspires lots of opinions :))

I agree with much of what is said above.

1. if the lead does not 'opt out' from your email list, then why would you ever stop sending mails? (I can show you plenty of data from our business where customers finally buy even after 4 years of being in the mail list). approximately 6% of my business every month comes from leads more than 2 years old.

2. Of course the frequency of the 'touches' is important but as everyone above has said, it depends on your product and typical sales cycle. If you could give us more info on exactly what you are selling, then we could provide more specific answers and advise.Of course selling a set of pens at $8.00 is completely different from selling a huge manufacturing machine at $8,000,000 ( where do you fit? )

From our experience, we sell digital content online. We do an auto series of emails over the first 10 days which is massively effective. It sounds like a lot of touches but if we don't close them when their hot, then it gets much much harder after the first 10 days.

3. Again depending upon the value of the product or service that yu are selling - why not move to a live phone call after 10 days or so? Why waste time with snail mail?.

In our case, we transfer all the unclosed leads to an outbound call center after 30 days and the closure rate on qualified leads is 20 - 25%. The leads voluntarily give their phone numbers during the sign up process and indicate their preferred call time so we get great results and it is fully permission based calling.

Just some ideas that might work for you.

The simple answer to your question about 'how long?' is: NEVER stop until the prospect absolutely says NO. If they don't say no or opt out, then they are still interested. :))

Good luck,

Matthew