Case Study on Following Up - Conversion Chronicles - The Diigo Meta page

• 02 Nov 06
  

  David Leal

  buying follow-up process relationships selling

  • 1) Plan out your sequence of follow ups. You don't have to have the copy ready quite yet. Just work out HOW you'll follow up and how often. It will take you exactly fifteen minutes to scribble a plan on paper.  
    2) Then stick to the plan. Will there be unsubscribes? Will your message be trashed? You bet it will be. However, remember there will also be buyers. Concentrate on the people who buy, and who complain, and don't worry about the unsubscribes. Follow this simple action plan and you'll get comprehensively better conversions in the future.  
  • And the only way you can do get across to a client is through a mixture of editorial and direct sales. Editorial increases the trust factor. Direct sales pushes the client to make a decision right away, without the distraction of editorial.
  • If you play scaredy-cat and don't follow up with your clients, you're doing them a big disfavour. Clients are busy. And often go through a brain-exercise called mental digestion. Just like the way you digest your food, clients digest the concept of buying into something. They mull over it for a while before taking a decision. Your job is to give your clients enough opportunities to go from wishy-washy-maybes to a concrete YES.
  • Customers buy when they're ready to buy. Not when you're ready to sell.

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