By Jan Wallen
How do some people have clients call them, and come back to buy more?
Outstanding service and a memorable experience with you or on your Web site can be a major factor in a customer deciding to buy from you or your company. Here are some ways that ACT! and contact managers help you provide outstanding service throughout the year, so your clients keep on coming back. The good news is they take only a minimum amount of your time.
ACT! already schedules appointments and callbacks so they don’t fall through the cracks. You can set up Groups by categories such as product/service interest, how soon they’ll buy, which expo, conference or networking meeting they attended, referrals, how “hot” they are, revenue range of the sale, outside interests such as golf.
When you do that, you can look up a Group of people and schedule calls, letters, E-Mails for everyone in the group at the same time. For example, scan business cards in with CardScan and designate each person as a member of the Group called “Chamber Expo Boston – October”. Then schedule a follow-up call to everyone in the Group. This puts every name you’ve designated “Chamber Expo Boston” on your Activity list as a phone call to everyone you met at the expo – and it takes the same amount of time as it would to schedule a call to one person, so it streamlines your calls and follow-up.
Another Group can be your Referral Sources – people who have referred clients to you or who work with people who could be your mutual clients. You may want to be in touch with them quarterly to update them on what you’re doing, success stories, or a profile of clients you’re looking for. To do this easily in your CRM system, make each one a member in a Group called Referral Sources. Schedule an E-Mail and a call every three months. After you’ve put them in the Group, do a look-up for that Group so you have all of those people at your fingertips. Write the first E-Mail, and schedule appointments for yourself each quarter to write the other E-Mails. Then as the scheduled date comes around, your To-Do or Task List shows that it’s time to send the E-Mails.
Keep in touch all year long
Once you’ve set up your Groups, take time to decide how frequently you want to be in touch with them. If you’re not in touch with at least some of your prospective clients every 30 days or so, someone else is contacting them. You want to keep in touch frequently, and at the same time, you don’t want to spend a great deal of your valuable sales time to do these routine activities.
Here are some examples of how you can keep in touch almost automatically using ACT!
Set up a Group called “Chamber Expo Boston – October”. Scan each business card into your CRM system with CardScan, and put each person in this Group. Write an E-Mail that you want to send to them right away. People notice that you’re following up right away. Most business owners or salespeople don’t follow up right away in a personal way. Some wait to do a mailing of their information, so it may be 3-4 weeks before the prospect receives any information. That’s too long in today’s world. People are so busy that 3-4 weeks after an expo, they’ve forgotten who they talked with – even if they were interested in your product or service. Your E-Mail may say simply that you enjoyed talking with them at the expo, and you’ll be calling to follow up. Decide on the date that you will call everyone to follow up, and schedule these calls for everyone in the Group at the same time. During your call, qualify them, and determine their level of interest and their timeframe for buying.
After you call them, put their level of interest into ACT! (“hot”, “warm”, “likely to buy sometime in the future”, etc.). Look up everyone in the “Chamber Expo Boston – October” Group who is “hot. Send an E-Mail or letter with the information they requested, or that fits the product they’re interested in.
For the “hot” prospects, schedule a follow-up call, another E-Mail, and an E-Mail every 30 days. Once you’ve written the E-Mail, you can send it to everyone in the group every 30 days. You’re in contact with them so they don’t forget you, and you’re more likely to close the sale.
For the “warm” prospects – likely to buy within 3-6 months, schedule an E-Mail or letter to everyone in that Group every 60 days. For the “likely to buy sometime” prospects, schedule a contact every quarter. You might include updates on new products or services or success stories. Again, you’re in touch regularly without taking a great deal of your time to do it.
Using ACT! to contact prospective clients almost automatically means you can be in touch with more people more frequently, more consistently, and throughout the entire year. It doesn’t take more of your time to do it, once it’s set up.
Focus on Your Top 20%
When you know the Top 20% of your clients, you can also take a more careful look at exactly what they are buying. Ask yourself questions such as:
· What industries are the Top 20% are in? Has something changed here?
· Why is there a need or demand for your product now?
· What specific products or services are they buying? Why? Why now?
· How do your products/services help them do their work? Contribute to their bottom line?
Once you know the answers to these questions, your sales and marketing becomes a great deal easier. You can target more clients in the same industries as your Top 20%, direct your next sales and marketing campaigns to the products that your Top 20% are buying, write sales and marketing materials that reflect how your products/services help clients and contribute to their bottom lines. When you find your Top 20%, identify what they’re buying and why, and target companies in similar industries, you’re putting more of your better prospects into your Sales Funnel.
Your Sales Funnel
The goal of your sales process is to get potential clients into the sales funnel, and keep them moving through to closing the sale. To do that in your CRM system you enter the potential client into your system, and include notes from your meetings, things that important or of concern to the potential client, and select the Sales Funnel stage for that contact. For example, after your initial contact with the prospect, the sales funnel stage may be “Qualified
For sales in the Internet world, it’s not enough to put many prospective clients into your Sales Funnel. You must put many prospects who are likely to buy from you in your Sales Funnel. The more “right” prospects you put in your sales funnel, the more sales you’re likely to make.
More information on ACT! and AddressGrabber is on my Web site on the Recommended Resources page:
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Jan Wallen is author of “Selling Your Expertise — Turn What You Know into Cash Flow Now™”. How are some people turning their knowledge into wealth? Click here now =>
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