Many agency owners I work with have a fear of following up with their prospects.
They think a bi-weekly check in with a prospect is invasive and pushy.
They don’t want to annoy or upset the person by flooding their inbox.
The truth is that your prospects are not thinking about you and your 3 follow-up emails per month. They are focused on their current reality and the challenges of the day.
Think about it from your own perspective. Are you spending even 30 seconds of your day considering the graphic design firm you spoke with last month? Nope.
We do not give these topics any space or time in our minds until they show up as an obstacle to what we are working on.
But not following up is a mistake.
I have personally had 10+ clients sign up with me after more than 18 months of follow-up. Yep! A year and a half later, someone decided to work with me.
What if I had stopped checking in after email 3? Missed opportunity to help someone and lost revenue.
This is the email that I use for soft follow up so it doesn’t feel like I am pressuring my prospects. I begin using it after 2 months of aggressive pursuit.
“Hi NAME
I am moving this follow-up to a monthly soft touch.
I know my service can help you with INSERT PAIN POINT, but it might not be the right time.
My plan is to check in with you monthly until one of two things happen - You decide it’s the right time to move forward - You decide you are not interested No pressure either way. You can tell me if you are no longer interested. Until I hear, I will assume that the interest is still alive.
I look forward to working with you sometime in the future!”
Why does this work?
It tells them how often they will hear from you
It provides an easy opt-out (so they can be more honest)
It removes pressure from making a decision now (you will only start sending this once the heat of the lead cools down)
It re-iterates how you can help them
It becomes a templated outreach so you don’t have to try and develop new content each email
Mike
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