Follow Up (By Keeping in Touch) or Fail

April 27, 2012 by  Filed under: Marketing 

Keith Ferrazzi has a chapter in his “Never Eat Alone” book with the title,”Follow Up or Fail!” The title is 100% true for any business. You can invest your time doing fantastic networking. You can reach out meeting dozens of people every week. You can grab their attention and peak their interest, but if you fail to follow up (even if you follow up poorly), you might as well have spent your time somewhere else. The work you put into it was a complete waste of time.

Networking is a must for anyone wanting to grow a business. To be effective at it, you MUST, and I can’t say this enough, you MUST follow up. When you meet people for the first time, you have to make contact with them again within three days. The point is to get the other person to remember you. You have to bridge the gap in their memory from the time they met you to some other point or transaction in time. And it has to be soon enough after they first met you to think,, “Oh, yeah. That’s the person I met at that place the other day.”

Here’s what Keith himself said in his “Never Eat Alone” book and he’s not shy about calling out the problem:

“…it’s incomprehensible that only a small percentage of us decide to follow up once we’ve meet someone new. I can’t say this strongly enough. When you meet with someone with whom you want to establish a relationship, take the extra little step to ensure you won’t be lost in their mental attic.”

When does the sales process actually start? It’s not when someone secures the appointment. It’s not when someone makes the pitch. Those steps are way down the pipeline.

The sale is borne when people first meet. It’s the first impression, the connection for lack of a better word. Everything that happens after that is heavily influenced by that first impression.

You have to remember that people buy from people they know and like. This comes into play very early on when personal chemistry might be all that people have to judge you. Assuming that first encounter went well, the real work begins. Sure they like you, but if they don’t know what you do or worse yet, cannot remember you, you lose.

So what do I recommend? I want to make sure every new contact I make gets a quick explanation of what I do. I do this by sending them a short introductory email. If they want what I sell, why not make sure they know what I do right away. It’s not likely, but I might have a sale right away.

What do I do next? I showcase my talents and services. Every three to four weeks, I send an email message on something I know. I’m in Internet Marketing specialist and web designer so I send links to blog articles like this discussing some aspect of what I do for my clients.

If you’re a family lawyer, you send them a piece on what to do right after you get served divorce papers. If you’re a dentist you send an article on common dental issues that could be the underlying problem for migraine headaches.

These should be easy to put together because these are things you know really. I’ve got a ton of other ideas you can consider and I make them all available for FREE in an e-book you can download at

But the point is this, set up no fail ways to consistently follow up with the new contacts you make maybe event making use of some marketing or business automation solutions. These will be the clients that pay your bills in the coming months. I cannot think of a more important, higher priority task you need to get done.

Hope this helps!

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