19. Until They Buy, Die, Or Ask You To Stop
A very good friend of mine, Jon, has been sending his printed newsletter every month for a number of years to someone he admires.
The recipient is a man Jon thinks is one of the best people in his industry. He is also someone Jon has aspired to work with for a very long time.
Jon has also written a book and sent that to this man as well.
And in all those years Jon had not one single response from him.
But a couple of months ago he received a fax (yes people still use fax, take note), from his man-crush, asking him if he was interested in doing an event together. At the same time, Jon also received a newsletter from his crush mentioning there were only two people whose newsletters he would ever take time to read.
One of them being Jon’s.
Apart from wetting his pants a little, Jon agreed to co-host an event, which for the industry he is in will be a big deal.
And the implications for how rapidly his business will grow after that is off-this-planet.
Whilst this is good for Jon, the lesson here is that when you want good clients, you need to be relentless.
Relentless in your follow-up.
And you should do the same with your clients.
Until they buy, die, or ask you to stop.
Most salons will get the first sale from a client and then do nothing further.
Some salons will make some attempt at following up with the client, but they’ll usually stop after a couple of contacts.
Actually, the statistics say:
- 48% of sales people follow up once with a prospect
- 25% of sales people make a second contact and stop
- 12% of sales people only make three contacts and stop
And yes, you are a ‘sales people’.
The thing is, your client is not always in a space to buy at any particular point in time. They may not need or want your service the day you decide to send out a text message offer, or email them a voucher.
It requires relentless follow up from yourself so you are ‘front-of-mind’ when the client is in a position to want or need your service.
And I’ll throw some more stats at you:
- 2% of your sales are made on the first contact with the client
- 3% of sales are made on the second contact
- 5% of sales are made on the third contact
- 10% of sales are made on the fourth contact
- 80% of sales are made on the fifth to twelfth contact
So if you are like almost half of all businesses and make no more than one follow up with your prospect, you are leaving 98% of your potential income on the table for someone else to come along and pick up.
Or you could be like Jon and land your biggest fish long after everyone has given up and gone home.
And I know I said I would share some ways to do this, and I will.
In my next article.
P.S. When you are surrounded by men with guns, it’s times like this your reptilian brain takes over and prepares your body for a flight or fight response. A response designed to keep you alive.
And when you are in that mode you revert to your most basic type, your most natural behaviour.
So when one of the cops was in Jaydyn’s face yelling at him, another snatched the passport straight out of his hand.
What does Jaydyn do?
Shouts “Give me back my passport!”
In response he is pinned down, arrested and taken to the central jail…
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