1. www.Client-Bridge.com
FIXING FO
OLLOW UP
OLLOW-UP
FAILURE
Turn your dead lead graveyard
into a go mine
old

2. Infusionsoft Certified
Marketing Automation
M k ti A t ti
Coach (CMAC).
ClientBridge, LLC helps small
businesses to accelerate sales by Certified Inbound
leveraging technology-assisted Marketing Professional
lead generation systems.

4. What are your goals?
Do you want to grow your business…
w
quickly!
profitably
y!
y
witho adding staff!
out

5. How are you going to make that happen?
o
• Market to generate leads?
• Nurture prospects until they are ready to buy?
l
• Follow-up with every prospect?
• Get repeat sales from e isting c stomers?
existing customers?
• Automate t e e t e p o
uto ate the entire pro
ocess
ocess?

6. FIX YOUR
LEAD FOLLOW-UP!

7. Why don’t comp
panies follow-up?
1. You forget.
g
2 You focus on hot leads
2. ads.
3. Unconverted leads fall through the cracks.

8. Why d ’t
Wh don’t compa i f ll
anies follow-up?
?
4. You think the people will call you back if
they are really inter
rested.
5 You don’t want to be pushy
5. don t pushy.
6. You don’t realize the potential impact
follow-up
follow up can have on your business
business.

9. People buy when thhey
are ready to buy!
67% of the prospectiv ve
buyers that tell you “n
no
no”
n
today will be ready to buy
o
in the next year
year.
—Gartner Research
80% of leads you con nsider to be
“dead” will buy within 2 years
n years.
—Sirius Decisions

10. You are delivering the sale
to your comppetition!

11. 5 Common Follow up Mistakes
llow-up
1. No follow-up at all.
1 N f ll t ll
2.
2 Weak follow up
w-up.
w
3. Irrelevant fo
ollow up.
ollow-up.
4. Jumping int a sales pitch.
to
5. No centraliz database.
zed

12. How many touches d
does it take to close
a sale?
• 2% close on the 1st c
call
• 3% close on the 2nd call
d
• 4% close on the 3rd call
• 10% close on the 4th call
h
• 81% close on (or aft
ter) the 5th call

13. When do most compan
nies stop following up?
following-up?
• 48 % quit after the 1st call
• 24 % quit after the 2 call
2nd
• 12 % quit after the 3 call
3rd
• 6 % quit after the 4th call
h
• 10 % quit after the 5 call
5th

14. Old fashioned sales and marketing
les
l

15. Traditional sales and marketing
s
Day
y Week Year
Total Leads 10
0 50 2,500
Closed 1 5 250
Warm Leads 1 5 250
Cold Leads 8 40 2,000
Sales
S l $500
0 $2,500
$2 500 $125,000
$125 000
($500 / deal)

16. What happens with th
pp he
2,000 cold leads that your
sales efforts don’t focus on?
don t
THEY TURN TO DUST!
N

17. Fixing Follow-u Results In…
Follow u
up
Day
y Week Year
No Contact Leads 8 40 2,000
Nurture 1 8 400
(convert 20%)
Sales $500
$ 0 $4,000
$ $200,000
$
($500 / deal)
% ROI Increase 260%

18. Is It Time To St Letting Your
top
Prospects and C stomers Slip
Customers
Through Yo Fingers?
our

19. What is fo
ollow-up?
ollow up?
• Education
• N rt ring
Nurturing
• Ongoing co tact
O go g contact
• Relationship building
• Providing long-term value
• Staying top of mind
• Differentiating yourself from the competition
f

20. Effective follow p happens
w-up pp
through a combination of media
• Email • Phone Call
• Voice Broadcast • P t l Mail
Postal M il
• Fax Broadcast

21. Website without automated follow up
utomated follow-up
u

22. Website with
automated
follow-up

23. Follow-up Sequence
(New Proospects)
1. Send the info they re
equested immediately.
(email)
2. Send a letter with mo valuable info.
ore
(letter)
(l tt )
3. Call to see if you can answer any
y n y
questions. (call)
4.
4 Send a value added email with
value-added
tips/education. (email)

24. Follow-up Sequence
(New Proospects)
5. Send a promo offer t stimulate action.
to
(email)
6. Follow-up with limited time promo offer.
(postcard)
( t d)
7. Call with a final reminder for promo.
p
(voice broadcast)
8.
8 Offer subscription to future marketing
offers and other valu added content.
ue
(email)

25. Old Customer Retention Model
Retention

26. New Customer
Retention Model

27. Follow-up Sequence
(New Customers)
1. Send a “thank you message. (email)
u”
2. Send a gift. (lump mail)
py
3. S
Send a survey. (e
(email)
)
4.
4 Send valuable tips (email)
s.
5. Present cross-sell and/or upsell offer.
p
(postcard)

28. Follow-up Sequence
(New Customers)
6. Ask for a referral. (c
call)
7. Make “thank you” c
call. (voice broadcast)
8. Off subscription t communications.
Offer to
(email)
9. Put them in a custo
omer nurture
sequence. (newslett etc.)
ter,

29. Case Study
CASE STUDY
“All About Spelling”
t p g
Can we double their sales?
e

30. CASE STUDY
“We are very cu
y ustomer
service oriented, so customer
o
follow-up was our #1 priority.
p p y
Previously, when a c customer had
a question we might ha to check the
question, ave
shopping cart, ema system,
ail
paper system, a more
system and
just to find the a
answer.”
Ma i Ri
arie Rippel, O
l Owner
“All About Spelling”
(pr to fixing follow-up)
rior

31. CASE STUDY
Goal:
Double Their Sales
Strateg
gy:
Fix Follow-Up Failure

32. CASE STUDY
Initial Analysis
I iti l A l i
• SEO efforts were d
driving
strong traffic
t t ffi
• Decent sales conve
ersion rate
• Newsletter opt-in o website
on
(but no way to know who was who)
w
• N t capitalizing on hi h t ffi pages
Not it li i high traffic

33. CASE STUDY
Initial Analysis
I iti l A l i
• 50% drop off betwe sales stage
p een g
cycles
• No automatic upse (promos only)
ells
• No affiliate/referral program
• Data in d e e t p a
ata different plaaces

34. CASE STUDY
Fix Follow-Up Failure Plan
p
• Get organized – tag customers / prospects
• Integrate shopping ca / e-commerce into
art
follow-up system
p y
• Add upsells to follow
w-up process
• Automate process to save human interaction
o
• Change newsletter o in to free report
opt
opt-in
• Add automated affilia
ate/referral program

35. CASE STUDY
Res
sults
• Grew list from 5,863 to 10,632
contacts
• Grew from 599 pu
urchases to 1,232
• Average order size increased 16%
e
• 49 sales f
l from affili t
ffiliates
• Doubled sales in 7 days
72 y
• 149% increase in sales in 3 months

36. CASE STUDY
“We've been able to hire tw VA's. This has
wo
freed me up to work on product de elopment
p ork ct development.
I never could have done that before, when the
data was all scattered in diffe
erent applications
applications.
But since everything is centrally located,
my assistants can handle ccustomer service
and I don't have to wo about
orry
anything slipping through the cracks.
We i
W win, and our customer win. L
d rs i Love i ”
it.”
Ma Rippel, Owner
arie
“All About Spelling
Al Spelling”
(aft fixing follow-up)
fter

37. Practical Application
P ti l A li ti
1. Determine what type of follow-up your
business needs. (10 minutes)
2. Brainstorm sequence concepts with
e
group.
group (30 minutes)
3. Build a 10-step seque
ence outline for your
business.
business (15 minutes
s)
4. Write your opening piece. (20 minutes)
5. Share and review with group.
(30 minutes)

38. Fixing your foll
low-up failure will:
• Convert more leads into sales
sales.
• Get repeat sales fr
p rom customers.
• Grow your busines without
ss
growing staff.
i ff

39. How do you fix you follow-up failure?
ur
1. Make a commitme
ent.
2 Create a follow-up program
2. p program.
3. Find a system to a
automate your
follow-up.
Get a Free T
Trial at:
www.Client-Bridge.c
com/resources