The Importance of the Follow-Up
Every so often we hear people complain about how
they hate certain marketing methods -- telemarketing is one
example -- and on the internet, popup windows are a big
beef with lots of people.
Yet many small businesses can tell you that popups work
extremely well, despite all the bad press.
Another thing that many people don't like is "being
bothered". That is, people often say that they know
where to buy something if they want it, and they don't
need some business bugging them all about it all the time.
Yet again, following up with prospects / customers has
been proven time and time again to bring in more profits.
When is it appropriate to follow up? Consider following
up with:
- Interested prospects. These are the people who have
already demonstrated an interest in your product or
service... they're just not quite ready to buy yet.
(waiting for a pay cheque, need some time to think
about it / scope out the competition, need some
reassurance, etc)
- Customers who have just made a purchase. Most will
appreciate a quick 'thank-you' note.
- Long-time or repeat customers. People really do
remember great service.
This doesn't guarantee that people aren't going to get
mad because they think you're 'harassing' them... but
your chances are far less if you take some precautions.
If you're using email, make sure you have permission to
continue to send messages -- one way to do this is to
ask people to check a box when they provide their email
address or place an order (the checkbox should be OFF
by default). Then consider sending them a message that
asks them to confirm their subscription (the old
"double opt-in" process - most professional list managers
have this as an option. Try ListMailPro).
The verification process may seem like overkill -- and
frankly, in some cases I think it is -- but if you have
a sensitive audience, it's better to play it safe.
Another time to follow-up with customers is when it's
time to reorder a product or renew a service. People
forget, they get too busy, or they know they have to
do it but just don't get around to it. There can be any
number of reasons why even a happy customer doesn't make
another purchase. One quick phone call can often get a
re-order, while saving the money you'd have to spend
to acquire a new customer who knows nothing about your
business.
Following up with customers have their time and serve
a purpose. Don't be afraid to utilize them.
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ABOUT THE AUTHOR:
Angela operates the Online Business Basics
website, which offers free marketing tips and articles for beginners to
the 'net. Visit www.onlinebusinessbasics.com
for more tips on how to effectively market your business on a limited
budget.
Originally published June, 2004
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