Stop bugging me! How to properly follow-up on referrals and business leads.
The goal of a referral or business lead is to establish new clients or customers. Follow-up is the key to converting those leads into business. However, if your follow-up is too aggressive, you risk turning away business. Too many emails, text messages and telephone calls result in blocked numbers and spam folders.
Start With a Simple Email
Follow-up with an email. An email is one of the easiest ways to follow-up on a referral or lead. It is also very effective because you can provide additional information, including informative attachments. For example, you can attach a guide, list of services, or informative articles or blogs.
Emails are not intrusive, which makes them an excellent tool for following-up on leads and referrals. However, do not bombard your potential client with emails. If you do not hear anything in a week, send a “hello” or “just touching base” email and offer a specific way you can help, such as a free review or sample.
Use LinkedIn to Connect with Potential Leads
LinkedIn is a great way to network with leads and referrals. You do not need to stalk someone on LinkedIn, but you can keep your name fresh in their mind by congratulating them on milestones and events. You can also post relevant articles and news that might capture their attention and encourage them to reach out to you.
Using Social Media
If your audience is consumers, you can use Twitter, Facebook and Instagram to reach potential leads. Asking current and past customers to “like” your profiles is a great way to spread the word. Friends and family members can see when someone likes your page or your posts.
Make sure to be friendly and welcoming, without becoming too personal. Make your posts relevant to your goods or services. Posts that provide information, tips and news related to your business can encourage potential customers to visit your website. Make sure you have a link to your website in every post so it is convenient and easy for leads to find you.
Use Telephone Calls Correctly
You also need to call the prospect to offer your personal assistance. However, after your first phone call, it can be difficult to know when to call again. Some people do not want to be bothered by phone calls.
If a lead does not accept your phone calls, take that as a sign that he or she might be one of those people who prefer to communicate through emails and texts. However, before texting, ask permission as some people are very particular about unsolicited texts.
Finding the Right Balance
Most referrals and leads do not respond to the first follow-up. You must put effort into your follow-ups to convert leads into new business. However, there is a fine line between following-up and being annoying.
Finding that balance can be difficult. Your industry needs to guide you as you develop a follow-up strategy. You must also be patient. It could take weeks or months of periodic, relevant and useful follow-up to convert leads and referrals.
Regardless of your follow-up strategy, make sure you are always humble and polite. Let follow-ups know that they can easily request removal from your email lists or contact lists at any time.
About Matthew Fornaro, P.A.
Matthew Fornaro is a business lawyer in Coral Springs. He represents businesses and individuals in all matters related to business law, including business formation, business litigation, intellectual property, mediation, real estate transactions, and other business matters.
If you have questions about a business matter, call 954-324-3651 or contact us online.
For more helpful information, check out these Ten Ways To Communicate With Clients.