What I’m reading: Sweet Thursday by John Steinbeck
I’m slowly getting back into my routine post-Vancouver and post-Mom. Yesterday was a good work day. I managed a number of interviews, some articles, and a few blog posts. Today, a little more of the same. Plus I have a few more business cards from the conference to follow up on.
Back when I was renting a condo, I had my insurance through my landlord. A great guy, the landlord sold me some excellent car insurance, as well. And when it came time for me to shop for professional liability insurance, I never even considered him.
Why? Because I heard from my agent/landlord once a year. I’d get the calendar at Christmas. He didn’t send me anything nor did he call. He knew he had my existing business. What he didn’t know was that I had other needs.
When I realized I’d overlooked him as a potential provider, I felt pretty awful. This was a great landlord. But then I realized the fault wasn’t mine. As much as I liked him, he wasn’t top-of-mind when I went searching. That wasn’t my doing.
So how do you follow through with your existing clients? How about those contacts you’ve made that you were sure would turn into work? Did you check back or did you just sit there waiting for them to remember you? Just because you remember them doesn’t mean they have the same memory. They could be sitting there right now saying “What was the name of that writer?” And that work they’re trying to tap you for – gone to someone else because you didn’t stay in touch.
Here are some ways to make a great impression:
Follow up with an email. Drop a note asking after them and their needs. Point them to an article that reminded you of their business. Do something that makes them see you as someone who’s invested in their business.
Call. This is a potent tool if you’re willing to use it. People who communicate via email will often remember that phone call that accompanied the email. I myself remember PR contacts who follow up with a quick call.
Send some materials. You’ve sent them the brochure. Why not a brief “What’s happening” one-page newsletter? If they’ve requested samples, send them a portfolio. I use presentation books from Staples for my resume/samples.
Keep trying. They don’t need you this month. But if you make a habit of getting in touch every 6 to 8 weeks, they’re going to remember you as someone who A) doesn’t pester them (that’s why you make it longer than 4 weeks), and B) someone who is available.
Ask specifics. They call it upselling in the retail world. I’ve tried it with some success. Ask your clients if they’ve considered that weblog or that e-newsletter. Show them online samples to entice them. Anticipate their needs and present them with new ideas for increasing their visibility to customers.
How do you follow through? How often? What works for you?
8 responses to “The Follow Through”
I hate the phone. I'm more likely, as a customer, to not do business with someone who interrupts me with a phone call than do business with them, and I do 99.9% of my business via email or post. As far as I'm concerned, the phone is for emergency and friends and family. If I could get away without having a phone, I would. I usually put in a clause in my contracts stating that they can leave a message on the phone and I'll check messages 2X a day, but I am not phone accessible, and they'll get a faster rsponse with an email. 90% of the day, my phone is OFF so I can WORK. A phone ringing at the wrong time throws off my entire day. That's how much I hate phones.
I do postcards quarterly. It's a "hey, how are you, do you need anything" type of thing, and that nets a solid, positive response. Initial direct mail gets 1-3% positive response (normal rate). The postcards get a 25% positive response.
For clients I've pitched via email, where I only have the email address, I follow up about 4-5 months after the initial "sorry, we don't need you right now" to see if anything's changed. If we build a solid compatibility, even if they don't need me right away, I check in every few months. Some companies vanish, or go in a different direction, and it's not worth it.
Devon, you're the phone-phobe after my heart:-)
I hate the phone too. I startles me when it rings and then I lose my train of thought. And if it's a client calling, I'd rather he/she sent me her request by email so
a)I can see it when I check my mail, which I do periodically while I write
b)I have the request/feedback in writing.
On follow through Lori, I like to send an email/whatever information was requested soon after a meeting. And if a current client responds to me with "not right now" regarding their current needs, then I ask, when is it a good time to contact you again. Usually, client will give me a hint of a project months away or something, and I contact her then.
You must be reading my mind, Lori. I had been meaning to get in touch with a contact for a few weeks and had been putting it off. So I just sent an email to follow up. Thanks for the push! 🙂
I'm with Devon too. I hate hate hate the phone. I don't tell my clients it's off limits, but I do screen my calls and return them when it's more convenient for me. I try to do most things through email. It's less distracting for me. But I do find that a nice phone conversation does grease the wheels on a project sometimes!
I've been meaning to impliment the postcard routine for a while now, and since Devon's having such success with it, I might go ahead and do it. It's a perfect way to stay in front of people without being intrusive. Love it.
Ladies, even though I put it on the list, it's my least favorite way to contact people. I HATE the phone. Hate it. Mind you, I'm fine with talking on it, but I just don't do well with a ringing phone.
But it works. It works for people who know the best times to call and know the person they're calling – at least in email first. I've had jobs that have appeared after months of emails and only after that one call.
I'm Pavlovian about a ringing phone. You know when it only rings once and the caller hangs up? No matter where in the house I was when the phone rang, I'm already halfway to the phone by then.
As someone who works from home, I welcome the occasional call if only to hear a live human voice. Of course, other times I just know it's the nosy neighbor calling. (One time, when I told her I was incredibly busy and couldn't chat, she said she'd only call if it was important. Half an hour later she called to tell me the For Sale sign was down on a neighbor's house. That's important? It was a windy day – the sign had blown over.)
I tend to avoid calling unless someone asks me to, since I deal with editors who tend to be pretty stressed out already. They're working against the clock and don't need interruptions.
There is one editor I've been meaning to check in with again. I try to e-mail her a couple times a year. Anything more often would feel stalker-y to me.
I used to be, Paula. It took one incessant caller (four calls in one hour? Seriously?) to halt that.
I don't think following up more than twice a year is stalking. 🙂 I think it's smart business. Every two months shouldn't annoy anyone. If it were every month, that's a bit close.
What's been working for me is slowly adding every client I've ever worked with to my LinkedIn account. When work slows down (which it hasn't in a while), it's easy to reach out to several clients all at once.
Great idea, Kathy! Super tool if we use it.