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Welcome to our latest newsletter! In our industry, securing a lead might feel like a victory, but without proper nurturing, it’s just the first step—leaving you back at square one, relying on chance and placing the decision to move forward entirely in the customer’s hands.
Effective lead nurturing is what transforms that initial flicker of interest into a genuine connection. It’s what turns a "maybe" into a "yes," fostering a sense of value and care that can make all the difference in closing the deal. The follow-up isn’t just a step; it’s the turning point that transforms interest into action.
Who would've ever thought something as simple as a follow-up could be so powerful in moving your business forward.
Recently, I had a great introduction to a yuge moving company through a mutual contact. Excited about the potential partnership, I immediately replied to the email. But I heard nothing in return. After three days without a response, I sent a quick message: "Just following up to make sure my first email made it through. Hope to hear from you soon."
That did the trick! The moving company got back to me quickly, and we set up a meeting. I didn’t use any fancy language or pressure. Just a straightforward, friendly nudge. It’s not about being pushy, it’s about being present. People are busy, and your message can easily get lost in the mix. Following up not only shows initiative, it keeps the conversation alive and gives you the chance to close.
Nurturing Cold Leads
This tactic goes for prospective customers too. Not every lead that comes through your (digital) door is ready to book your services right away. Some are just gathering information and comparing options. And some need to speak with the powers that be before moving forward. These "cold" leads need a bit more attention and that’s where lead nurturing comes in. By guiding potential customers through every stage of their buying journey, providing relevant information and support, you keep your business top of mind while building trust and credibility with the customer.
“Businesses that nurture their leads see a 20% increase in sales opportunities compared to those that don’t.” – DemandGen Report. And here’s the good news—in our industry, it usually takes just one or two follow-ups to make things happen.
Keep in mind, it’s not the customer’s job to remember your business when they’re ready to book, it's yours. Don’t leave it to chance. Collect customer info, whether by phone or through a lead form on your website, keep track of key details from the conversation, and have a system in place to follow up. If you leave it up to the customer, you risk losing the job. 📸 Picture this: a customer contacts several companies, takes notes, and likes you, but then misplaces the note. When they try to find you online again, all the companies look the same. Frustrated, they just book elsewhere, and in the chance that they do find you, you’ve likely paid for another click (ain't that a kick in the pants).
Here’s how to nurture your leads effectively:
Segment Your Leads: Figure out where each lead is in their buying journey. Are they just looking, or are they close to a decision? Adjust your follow-up strategy based on their stage.
Provide Value: Offer useful information that addresses their needs or concerns. Share tips, process insights, or stories from previous customers that resonate with them.
Stay Top of Mind: Check in regularly without being intrusive. A quick "Just checking in to see if you have any questions" email can keep the door open.
Use Multiple Channels: Don't rely on just one method. Combine emails, calls, and texts to stay connected. Some work better than others depending on the customer.
Personalize Your Communication: Make your follow-ups personal. Use their name, reference past conversations, and tailor your messages to their interests.
Engaging Your Existing Customers
While finding new customers is vital, nurturing your current customer base is just as important. Regular follow-ups can spark repeat business and generate referrals.
“It is 5 to 25 times more expensive to acquire a new customer than to retain an existing one.” – Harvard Business Review. And on top of this “The probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is 5-20%.”– Marketing Metrics.
These two stats should really highlight the importance of keeping good records of your previous customer information and doing your part by following up with them at least twice per year. The first step for most readers of this newsletter is likely to implement the proper CRM (Customer Relationship Management) software. Keep it simple and affordable—the goal is to easily organize your customer data so you can access it and use it for email or text blasts twice a year.
Here's how to engage your existing customers:
Manage and Save Customer Information: Keep a detailed database of your customers' info, and past services. This data helps tailor your follow-ups.
Quarterly Check-Ins: Reach out to your customers every quarter or just twice per year. Send personalized emails or make calls to thank them for their past business, update them on new services, or offer exclusive deals.
Inspire Repeat Business: Remind customers of the value you provide. Highlight new services or promotions that might interest them.
Encourage Referrals: Ask satisfied customers to refer your services—it's a powerful way to grow your business, but it’s often overlooked. After completing a job, follow up with a thank-you note or email and kindly ask if they know anyone else who could use your services. If you don’t ask, you might miss out—and everyone wants to be the one who 'knows a guy,' so go out there and be that guy (or gal)!
Strategies for Effective Follow-Up
Respond Promptly: Don’t let inquiries sit. A quick response shows initiative, demonstrates that you're attentive, shows you care about the relationship, and that you're eager to help. Customers want to be courted.
Use CRM Tools: Keep it simple. Now's not the time to get fancy or complex. Once you master the basics, you can explore automation techniques.
Set Goals: Aim to follow up with all your leads each week and with your customers every quarter or every other quarter. This keeps your pipeline active.
Ask for...: After completing a job, ask customers for their thoughts. Use this feedback to improve and strengthen relationships. Ask for an online review. And ask for that referral!
Put these steps into action, and you’ll see just how powerful follow-ups can be for growing your business. Remember, every lead is a future customer waiting to happen, and every customer is a future repeat or referral coming down the pike. With the right follow-up, you’re not just chasing sales—you’re building relationships, earning trust, and securing more bookings to help you build the business you've always envisioned!
Reply to this email if you have any questions or need help implementing a follow-up system of your own.
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Justin Hubbard
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