The follow-up: how to capitalise on leads and turn them into clients

Imagine the scene. Five thousand people in navy blue suits and you’ve identified ‘The One’.

Your next big investor, your dream client, that inspirational speaker you’ve been looking for.

After that first electric moment, how do you keep the conversation going? In a memorable way that takes you both beyond those awkward first encounters to a solid long-term relationship?

Follow up

It seems so obvious: follow up on that conversation and connect officially (let’s face it, probably an email). Get that person’s details into your company systems and push the conversation on.

Step up

A clear call to action. What do you want that person to do? Be clear with your ask. “Let’s keep in touch” is nice and friendly. “Are you free for coffee on Tuesday or Wednesday next week?” is better. A shared goal is best: “Let’s make that project happen. I’ll call you on Monday to discuss next steps.”

Convert

Transforming that goodwill into a real thing is about paperwork. A written scope of work, a contract, dates in the calendar and an official commitment. It takes time and good processes and some good communication to achieve. Remember, it’s not all about the work they’re going to give you; it’s about what you can do for them and how you can help.

Oh, and don’t be afraid to talk about money. That’s what we’re here for, right?

And if conversion is elusive…?

Remain visible

No response? Don’t take it personally. We’re all far too busy, and we all receive far too much email.

You know what I’m going to say… pick up the phone! It might seem easier in the moment to send (another) email. But a real conversation with a real person is always more effective. Email is useful but it’s not the greatest relationship-building tool.

I like the three-strike rule for ascertaining if a connection is going to develop. Give it a nudge once a week for three weeks. And then once a month. And if that person doesn’t get back to you, either they’re not interested or something has changed. Move on, but don’t forget. Set yourself a reminder to follow up in six months or a year.

Remain relevant

Gone, but not forgotten. Whether or not your first encounter became a solid long-term relationship, you need to remind that person of how awesome you are. Yes, add them to the mailing list for your company newsletter. But also, share stuff with them that is directly relevant to them and the work in question, whether that’s an interesting article, a blog you wrote or a TED talk you enjoyed.

Taking it one step further, you could invite them to join you at industry events or invite them to meet new people. Anything that can provide tangible value to them while positioning you as a helpful business with a great service to offer.

Remember, there is more to you than the work on your desk right now.

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Looking for an agency to help give your networking and ‘following up’ a boost? Give us a call and let’s talk about how we can help.