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Are you following up correctly?

We've all heard the saying, "The Fortune is in the Follow up", and we've all seen the stats.

  • It takes 6 - 8 touchpoints to generate a viable leed - source
  • It takes 8  - 15 contacts before a sale is made - source
  • 35% - 65% of leads never get called - source
  • The average sales person only makes 2 attempts - source
  • etc.

I find those numbers interesting, but what they all fail to talk about is the quality of the follow up.

  • An automated, cookie-cutter email is not as good as a personalized email, you actually clicked send for.
  • A cold call by your hired tele-marketer is not as good as a face-to-face meeting or meaningful phone call from you.
  • A social media ad that passes through a newsfeed is not as good as a comment on a prospects profile or post.

These days people are inundated with automatic email campaigns, click-bait internet advertising, and irrelevant social media marketing. We are all suffering from advertising fatigue, and we're paying less and less attention to the noise.

People don’t care how much you know, until they know how much you care
— Teddy Roosevelt

So there is great opportunity for sales professionals who take a different approach. People want to feel special; they want to know that you are thinking about them and that you care. 

Take the time to... 

  • make a meaningful phone call,
  • attend a meeting,
  • comment on something they shared online, or
  • send a personalized email

and you are sure to...

  • establish stronger relationships,
  • convert more customers, and
  • keep them longer.

So next time you hear "The fortune is in the follow up", realize quality follow ups are where the fortune lies, not in the sheer volume.