If you are an online service business you one of the most difficult parts of business is adding leads to your list. I have five simple follow-up strategies that will keep your pipeline full.
In an online business, the bottom line is that we all have to reach our prospective clients. Many online service providers (freelancers, VAs, OBMS, & others) use their email marketing systems for this. What I want to discuss, however, is once you reach them, what do you do? Follow-ups are such an important part of your sales funnel.
What is a Lead – What is a Pipeline?
To understand what we are discussing, it is essential to know what a lead and a pipeline are. You know how I love a good definition, so here you are.
A Lead
A Lead – “is a sales term used for a person who is a contact that is a prospective client and who needs following up.”
Tammy
A Pipeline
“A sales pipeline is a visual representation of where each prospect is in the sales process“ -Salesforce
As you see, a lead is a prospective client, while a pipeline indicates the type of sales system you plug the lead into. There are many programs you can do this with, including a simple Excel Worksheet or Google Sheets.
Complex And Simple Systems
If you wanted, you could use complex systems such as Salesforce and Pipedrive. The majority of online service providers use their email marketing systems to contain their leads and lists. Another possibility is utilizing Zapier to move the file (contact) from your email or calendar system into your CRM System (client relationship management).
These two terms are part of your sales process. Your leads or prospective clients should be added to your CRM system, which is a part of your pipeline processes. If your CRM system is simply using a worksheet, be sure to keep good notes so that nobody slips through the cracks.
First Part of the Pipeline
The initial step of your pipeline is often a free offer. If that free offer is a digital product they download, then your follow-up process is different from someone who is meeting face to face (or via a virtual meeting). The follow-up process for free downloads, or free access to something, should be a quick welcome email sent to them. Often, there are two more emails sent within a short period.
These emails give the prospect a low-priced offer. If they take you up on the low offer, you can send an email with a larger price point; otherwise, they are added to your email marketing system. If they take advantage of the higher-priced offer, then a thank you is sent, and they are added to another funnel that helps move them to the highest-priced offer you provide.
As an online service provider, you probably offer a free meeting of some type. The rest of this article will discuss the follow-ups for this.
Never Make Them Wait
Once you have initial contact with your prospect via a meeting online, you should never make them wait. You should send them an email immediately (or no later than one day out) to thank them for meeting with you.
You should also include any additional information promised, such as a proposal or your package details, and price. This follow-up should take place within the first 24-hour period.
Difference Between Gaining Clients Versus Being Forgotten
“Follow-ups make the difference between gaining clients versus being forgotten. This truly leads to your success if followed through with in your business.” -Fearless Business Boss
The next follow-up steps should take place within the next week. This is, of course, if you have received no response from the prospect.
Response Given
If you received a response, then you should gauge the next steps depending on their engagement with you. If they say they will get back to you, then follow up and let them know you would be happy to meet again, or give them time if they specify a time to start. Email them a week before the date they suggest, as a reminder.
If you have not received a response or engagement from the prospect since the meeting, then it’s time to send the one-week email. The second follow-up should take place the week after you met with the prospect. Make it light, short, and simply tell them you are following up and ask them if they need anything else from you to move forward.
Two-Week Follow-Up
The two-week follow-up happens the second week after you met with the prospect. Keep notes every time you have a touch point with them. Keeping good notes can make a big difference. Let them know they were on your mind. You can tell them that you think you can really help them meet their goals and would love to get started.
One More Time
The final official follow-up I use is a week to ten days after the last follow-up. Let them know this will be your final follow-up and how much you enjoyed meeting with them. Tell them that you will add them to your list so they get your regular newsletter or email weekly (or whatever time frame you send them out). Indicate that they can reach out any time and hope to help them in the future.
After this, you should keep them on your email lists and add them to your regular campaigns. This keeps your name in front of them regularly. They will see you in their inbox even if they do not open it. I’ve had prospects come back a year and a half later to sign on as a client.
Showing Up Regularly
Now the key is producing regular email campaigns that are engaging with personalized parts in the email with content that speaks to your potential clients. You never know when they may reach out to you again. If they do, it will be because they continued to see your consistent content.
Tammy S. Durden is an award-winning business coach who specializes in helping women online service providers grow a business to fit their lifestyle rather than squeeze a life around their business.
She is also a thought leader, course creator, and speaker in the online service industry.
Tammy has established herself as an authority figure over the last 17 years while creating and growing several online service businesses.
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