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The real reason you’re not converting leads like your competitors: Do you have an Extreme Follow-Up Process?

lead-generation

The real reason you’re not converting leads like your competitors: Do you have an Extreme Follow-Up Process?

I always emphasise the importance of identifying your ideal target market and knowing exactly who they are, so you can best serve them. 

So once you’ve identified your ideal target market, marketed to them, and you’re now generating leads… now what?

Well, what often happens to many businesses is:

  • Your leads tell you they’re going with someone else
  • You’re being ghosted
  • You’re being chased for information

The leads are coming in, but you’re just not sealing the deal. It all comes down to your process for following up your leads.

The process you need

You need to capitalise on every lead you generate with an Extreme Follow-up Process (EFU). An extreme follow-up process makes it non-negotiable that every lead you generate is followed up promptly and thoroughly.

Every single one. 

You can’t go out of your way to create opportunities, and then let the ball drop when the leads come in. 

The trades and construction business is incredibly competitive. If you have a new lead, chances are they’re also scouting out your competition. If someone wants a quote to paint their house, build their extension or unblock their drains, and you don’t get back to them in a timely manner, they’ll forget about you and give their cash to your rivals.

You need to be non-negotiable and demanding about following up current and future clients. If your marketing, sales, customer retention and fulfilment strategies are not approached with extreme follow up, they will simply be expenses for your business and cripple you.

How to approach your Extreme Follow-Up Process

Just to be clear, the “extreme” part doesn’t relate to being ‘pushy’ or ‘over-salesy’ – it’s in an internal phrase used to give you a kick up the bum to take action quickly and consistently.

Here are a few problems I see in businesses when it comes to their follow ups:

1. They hate the ‘sales side of things’

Let me give you the brutal truth: there is no ‘sales side of things’. Sales is an integral part of any business; it’s not optional. It’s not something you can take or leave. If you are worried about being ‘salesy’, what on earth are you doing in business?

I’m sure you didn’t invest $300,000 of your own money so you could sit around in an empty store or quiet office because you didn’t want to bother anybody.

If you think you are too quiet or too shy, or don’t have the ‘right personality’ to sell, you’re completely and utterly wrong. It’s something everyone can, and must, learn.

Remember, there’s selling, and then there’s being pushy like a used car salesman. ‘Selling’ is not a dirty word.

2. Thinking you’re a nuisance.

That’s just head trash. You have a great product or service. You know who needs it, why they need it, and where they are. You can take them from frustration to freedom. 

That’s not being a nuisance. That’s being helpful!

If you sell the latest hip, rad, trendy skateboard outfits and knock on the door of an old folks home, that’s certainly being a nuisance, but that’s not what you’re doing, is it? You’re going to approach your carefully defined target market with confidence and clarity. 

3. Putting it off 

This is one of the worst mistakes you can make. Delaying securing customers because you’re unsure of the answer only delays you getting paid.

The extreme follow-up process is a building block. It creates leverage. It’s imperative that you don’t have staff who are reluctant to contact people who say ‘maybe’. 

You may be a small team, but you can run a big business if you know who you are and what you do, and everybody is on board. How can you not have a go? How can you not follow up in accordance with your culture and plans?

Your next steps…

Follow up today. Not tomorrow, not next week. Today. 

Continue to show your clients you care and continue doing the right thing. If it’s not okay, they will tell you: they will go elsewhere. If you watch your scoreboard, you will know if it’s working or not. 

The extreme follow-up process is critical for making a profit. Your biggest result is to get money in via operating cashflow. You need to be in the business of making and growing money. 

I coach business owners. Maybe you’re a plumber or accountant, builder or lawyer. It doesn’t matter; in the end, we’re all in it for the same thing. 

 If you do a great job creating an enquiry, you must do a better job converting that enquiry into a customer. 

They need you! How can you not follow up?!

Power to you!

Stefan

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