The Most Important Hour of Your Week

The Most Important Hour of Your Week – Examples of Smart Goals for Follow-Up

What guarantees your success in hitting your revenue goal this week (and every week to follow)?

The answer is how well you follow-up.

You might think of follow-up only as the immediate action that happens right after you meet someone.

The common scenario – you trade business cards at a live event, a Chamber meeting, or anywhere else you meet business contacts.

Or online, you make a connection with someone and now you’ve got a new name on your profile or business page.

When should you follow-up?

Always is answer that most successful business owners would give you…

But let’s be more specific by giving you some examples of smart goals to set for yourself (or your team).

Immediate Follow-Up After Your First Meeting

The objective:

  • To stay at the top of mind for your new contact.
  • Understanding more about their interests and how you can help them reach their goals.
  • Discovering how urgent this problem is for your contact.

Note:  In this phase, marketing automation CAN help you with things like interest segmenting, but you want this to FEEL as personal as you possibly can.

Follow-Up After the First Meeting

The objective:

  • To get your contact to self-select their “path.”
  • Leading your contact to an opening offer or package that makes the most sense for them.
  • Creating material that can be more effective in addressing their problems.  (Remember, if they have a problem – it’s likely that other people have that problem as well).

Follow-Up After a Purchase

The objective:

  • Make sure that your contact is actually taking advantage of the product or service.
  • Remaining proactive about answering their questions or addressing any concerns.
  • Seeing what other needs they have that this particular product or service doesn’t meet.

Follow-Up After a Non-Purchase

The objective:

  • To understand where there was a disconnect in your conversation.
  • What does this person ACTUALLY want that you can give them?
  • What’s the biggest challenge that you can address in future conversations?
  • Tracking patterns of objection across multiple clients..

Tools for Follow-up

What tools should you be using for follow-up?

Phone and/or In-Person:  Getting in direct contact is STILL the best way to make sales and keep people moving through your process.  You’re not banking on copy, technique, or strategy to save you if something goes wrong.  You have a good idea of the particular objections you’re getting from your contacts.  You can understand their needs better – which actually influences your future communication.

Email Marketing:  Email is still the number one way to convert your leads online.  Plus, you have a longer window of being able to contact and work with people on your email list than anywhere else.

Direct Messaging on Social Media:  When someone asks a question on any of your social profiles, answer it publicly but then don’t forget to follow-up directly.  Opening with the questions “Did that make sense” or “Did you want to talk more about this” can get someone to work with you directly.

Retargeting:  When someone visits your offers, content, or even when they’ve become your customers – using retargeting strategies throughout your customer process can keep you front of mind, make you look VERY important in the eyes of your customer, and can keep them active in your process.

Customer Goals

Examples of smart goals to set or review on a weekly basis:

Each week, you want to have a certain number of contacts that are at some point in the process.

Some examples of smart goals in this area would be:

  • Attract 10 new customers this week into my new lead process.
  • Move 5 of my new leads into becoming first time customers.
  • Move 2 of my first time customers into becoming second time customers.
  • Keep 20 of my existing customers active in my process by putting new content in front of them on multiple channels.

Whenever possible, your follow-up goals should be a dashboard (even if it’s in Excel) that you’re tracking the numbers on week to week.

If your numbers are getting too low in one of these categories – you need to start ramping up your marketing efforts to get more people in each category.

What does your plan look like this week?

Long-term marketing process and strategy requires a budget.

The longer you go without having goals and process in this area, the harder it will become to maintain that budget.

Plus, your automation and conversation becomes FAR sharper when you’re actually talking to your potential customers each day.

Stuck at some point in this process?  Let us know now in the comments below and get some feedback.

Need training or guidance throughout every step of this process?  Check out Your Momentum Now if you haven’t already.

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