I do a lot of networking at chamber events, women's organizations and biz expos and I generally collect about 25-50 business cards from new contacts on a good week. I pay an assistant to enter them all into my computer database for me so I can easily mail merge them when I want to send out a mailer. I also enter them into my email database because I usually ask them in person if they want to receive my free marketing tips and they always say yes. I follow up right away by email and for the hot prospects I send a postcard in the mail or a note too. Then they will continue to receive my emails every other week plus usually, if I've met them out networking, I see them out again very soon. Follow up can be done in many ways now: email, fax, phone, mail or in person right? So, what do you do after you meet a potential client or even a potential referral source? Do you pile up those business cards on your desk until they get so old you have to just throw them away since they wouldn't be of any use anymore? Or do you follow up and how?



Follow my 10 simple steps below and you will for sure build better relationships with those you meet as well as have more top of mind awareness with them. Here are 10 Simple Follow Up Procedures you can implement in your business TODAY! (for service, product or retail):

1. Take immediate action:

Always call or email within 24 hours of meeting someone telling them it was nice to meet them, asking about their business and offering a little more info about yours and what you could do for them or their referrals.

2. Take more than one action:

In addition to doing #1, also slip something in the mail to them ' an introduction letter and a brochure, a thank you note (handwritten of course) or a flyer about your special promotion.

3. Use email wisely:

Add them to your email database (if appropriate and IF you are heeding correct spam laws in your correspondence) and make sure they get an email notice within 2 weeks.

4. Keep your ears and eyes out for others:

Drop in the mail or attach by email a document or article you found that you'd been discussing or something you recently read that would be of interest or pertinent to them.

5. Keep your database up to date:

Enter them into your database (in the computer) so when you send out your next mailer they will be on the list to receive it. If you don't have a database, you should get one (ACT, Goldmine, Outlook) or start an Excel spreadsheet for starters. You can outsource this task.

6. Send more than one mailing:

Send out another piece of mail or email within 2 weeks of when you sent the first one; this can be more casual, a postcard, flyer or another follow up letter asking for referrals in case they don't think they can use your services right now.

7. Call again:

Call, not necessarily to make the sale, but to further build that relationship, have coffee, meet for lunch, drop something off for them, etc. but another in-person meeting would be good in case they forget what you look like.

8. Make a creative impression:

If you're really trying to get their business and you're not getting anywhere, drop by a promotional product (s) with your card and brochure again or send it in the mail. Make sure your promotional product stands out from your competition and is unique or memorable.

9. Systematize your follow up:

Make sure you sort your database by Hot, Warm and Cold leads and then also by either where you met them (i.e.; Your City's Chamber of Commerce, professional or service organization, etc.) or some other system (like referral source vs. prospect) so that when you mail to them regularly you can mail to small groups at a time with a unique message. Mail to your database quarterly and email them monthly at minimum.

10. Plan year-round promotions:

Send out holiday cards not only for December, but maybe for Easter, the 4th of July or which ever holidays you feel like and then possibly their birthdays too. There are companies who send out cards for you, online sources you can use easily and there are websites that remind you when someone's birthday is to make this easy. Ask me for info on these companies by sending me an email to katrina@ksawamarketing.com!

These tips are for any type of business, retail, service or product. I am always curious as to how a store is going to follow up with me. I shop there, I write a check, and they have my address and phone number ' yet 9 out of 10 times ' absolutely NO follow up marketing! Only do the larger stores put me on their mailing list and send me mailers and/or emails (like Linens & Things, Cost Plus and Fashion Bug); these retailers know just when I come in because I normally always get another coupon in the mail right after to come back again. The one that does follow up with me understands that repeat business is 5-10 times easier to get than new business.

So, not only do you need to follow up after new people you meet to GET their business or referrals and build those relationships, but you also have to cultivate those relationships over time so they keep you on top of their minds in case something comes up where they need your products or services or someone they know does.