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How to Grow Your Business: Step #3

Step #3: Follow Up

Once you have defined your product or service and have developed a list of potential clients, the next step is to follow up with those customers through a series of emails. This email campaign is essential if you are providing a service. Buying a product can sometimes be an impulse buy. Hiring someone to provide a service, especially coaching is almost never (I really think I could say never here but I hate to use absolutes…) an impulse buy. Instead you must develop trust on the part of the customer. An email campaign is a great way to build trust. Typically, this is how trust is developed:
  1. First the potential customer is curious about what you can offer. This is the point where they are gathering information, so you want to send informative emails.
  2. Second they become enlightened about what you offer. This is the point where they become knowledgeable about you and your offering. This is a good time to share testimonials and facts about the process that your program involves as well as the success you can help them achieve.
  3. Finally they are committed to your offer. This is the point where they buy into your service. This is the best time to have a call to action that is clear and compelling.

You may be wondering how many emails it will take for a potential client to move through the three phases. The answer is, “It depends,”. Some customers may already be primed and ready to buy. They are just looking for a good fit. Others are still at the “I have a problem and no idea what to do about it phase.”  This is why it is your job to be consistent in providing ongoing content for weeks if not months. Sound daunting? No worries, you are simply going to be stating in many different ways a description of the client’s problem and your plan to fix it… things that you already know. After all that’s why you started your business, right? Remember this is not just about making sales. It is about building a relationship and relationships are built and strengthened over time.

Are you worried about bothering someone with your emails. Often I find that business owners wait to be contacted by potential customers because of this concern.  Maybe you are afraid you will seem pushy or too salesy so you don’t stay in touch. Unfortunately, many times customers actually want and need you to follow up. They may want what you have to offer but they’ve lost your contact information. Or they mean to take advantage of your offer, but just don’t get around to calling. Or they think you are too busy and don’t want to bother you!

Develop a regular and when possible automatic system of follow up for each potential customer. This might begin with an email, followed by a phone call or text message or a card. Give potential customers a clear way to contact you and get on your schedule for a 1:1 meeting via Zoom or in person. Finally be clear about what they could learn or gain by meeting with you. Following up simply means building a relationship. You are providing a service, when you check in to see how you can help.

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