The importance of the Follow-Up

As a sole trader, I need to be able to ‘sell’ myself to both existing and potential clients together with generating leads through various forms of marketing – all of which need to be followed-up.

Going in person to networking events, engaging online and working with people on projects on a daily basis gives us loads of content and conversations; juggling multiple communications both on and offline.

With millions of images, messages and insights relentlessly bombarding us on a daily basis, it’s easy to fall through the communication cracks and to a certain extent we seem to have lost the art of follow-up, which still remains the most important activity to engage in after meeting new people, and the keystone to relationship building and retention.

Timing is Essential

Follow-up with people you have met or been introduced to as soon as you can and try to make time to respond to people who have taken the time to contact you (unless it’s an obvious spam)!

Research, research, research

Knowing something about them and what they do will give you a powerful advantage for opening a conversation; taking the time and trouble to research their company beforehand will give you a smart strategic edge.

Be engaging

Exchange knowledge which will add value and help to forge a strong mutual connection; using all the social and online tools shows you are willing to engage and gives you a series of touch points to develop that connection.

Change their perceptions

Small gestures can go a long way to change a potential customer’s perception of you.  Provide an endorsement or introduce them as an expert in their field to someone looking for their help; this doesn’t need to be reciprocal and will have a big impact of how people perceive you, demonstrating you as someone they can trust.

Don’t give up at the first hurdle

Time is such a challenge these days, it’s too easy to give up early when it doesn’t look like you’re getting anywhere with people you have a relationship with or feel a potential with.  Be persistent, but respect people’s time and know when it’s time to step away if you can’t add value straight away.

Keeping in touch is so much easier than it’s ever been – so never fail to follow-up!

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