Dan Kennedy – Fix Your Follow-Up

August 7, 2008 · Filed Under Client Retention · Comment 

Dan Kennedy hasn’t spoken publically for 8 years. The planets aligned last Tuesday and I got to see Dan speak at the Anaheim Convention Center.

Dan’s opening statement was “We don’t have a bad economy. What we have is really bad follow-up.” That was the lead in to an hour and a half of clear, insightful examples of how businesses owners sabotage themselves and their bottom lines by simply ignoring the people who have already raised their hand.

There are four reasons a lead-generated prospect doesn’t take the next step.

1.) They didn’t pay attention

2.) It was a mismatch, they wanted ‘a’ and rejects your offer to get it

3.) Price or ability to pay

4.) Distrust – wants ‘a’, accepts your way of getting it, but doesn’t believe you.

Your follow-up program must be engineered to deal effectively with ALL FOUR reasons. Is it? Everybody shows up once. Show up more than once and you’ll be a star. Show up by mail, email, telephone. Do it, do it often and keep doing it. If yours is a long selling cycle, you can speed it up by creating more trust. More trust is created by more contacts. Dan recommends reading Chapter 13 of his book No BS Direct Marketing for an exquisite example of brilliant follow-up.

Follow up procedure must be done the same way each time. Why won’t it get done? Here are some reasons:

1.)    It’s work!

2.)    It’s complicated

3.)    It’s hard to do manually

Of course it’s complicated! No one will copy what you’re doing. Celebrate complexity because it sets you apart from everyone else trying to sell something.

There’s plenty more to report on this seminar. Please come back by to get more of Dan’s wisdom. See all of Dan’s books here.

I specialize in creating customized marketing solutions for small business. Contact me at georgann at catchphrasemarketing dot com, or call me at 888-494-8445 to discuss how you can get more clients and increase profitability without increasing marketing expenses. Yes, you really CAN have it all!