No matter which strategy you use, remember that there is power in politeness. Experts on ethics have often said that civility is more than a virtue, it is civilization…. Some sales experts note that politeness itself can be a hook to keep a prospective client interested.
You’d be unsurprised to hear that the average professional worker receives more than 120 emails per day.[1] It can certainly feel like a tsunami on many days. But in this deluge of emails, a problem bobs along like a tiny rowboat: your marketing leads. Most leads require more than one follow up to move a prospective client through a funnel towards an engaged client. If you feel like you need to level up your follow ups, here are a few new strategies we’ve seen from a variety of industries.
The best follow ups happen at just the right time and just the right frequency. If this sounds impossible to figure out on your own, it’s because it is. Only your prospective client can tell you when they’d like to be contacted at how often. Many experts suggest that advisors seek this information in their first follow up touch point with a prospective client. Some successful sales folks even note the importance of letting a prospective client know that they can opt out of the follow up process at any time. If your sales funnel process isn’t amenable to capturing that information, some sales leaders suggest varying the times in which you follow up, e.g., different days of the week and various times of day. However, follow ups should not exceed more than one per week for the first few initial communications, and then a trickle to one every few weeks.
Another essential element to successful follow up communications includes ensuring that you choose the best method for communicating with prospective clients. While the go to methods may seem to be phone calls for the most personal touch, many older prospective clients may eschew their cell phones. This avoidance could be due to a variety of reasons, including screening out spam calls. A surprising number of Americans, 1 in every 20, have a speech language disorder that may make speaking on the telephone difficult.[2] It can be incredibly important to capture the preferences of prospective clients on their first touch point with your firm.
Personal preferences such as these, timing, and method of communication, are a good start, say experts. But if you really want to level up your follow up game, you will need to gather as much data about your prospective clients as possible. This includes their pain points and what issues concern them the most.
Many financial analysts already have master the strategy of going above and beyond, by including guides, workshops, and other tools. But you may want to consider adding a quirky element when possible. Simple web searches on prospective clients may turn up specific food preferences, music, or even book genres. Following up with details honed into those preferences can ensure that your emails get opened by your prospective clients.
If collecting all of this data and calendaring the just right communication at the just right time, feels daunting you may want to consider one of the new prospective communication software options, such as Podium and Zomentum.[3]
No matter which strategy you use, remember that there is power in politeness. Experts on ethics have often said that civility is more than a virtue, it is civilization. In fact, many ethics experts note that manners and civility make up the foundation of ethics.[4] Some sales experts note that politeness itself can be a hook to keep a prospective client interested. “Showing that you’re friendly and that you understand how busy your contact is a good way to keep him or her interested.”[5]
[1] https://www.emaillistverify.com/blog/how-many-emails-people-receive
[2] https://csd.olemiss.edu/about/sldslp
[3] https://www.podium.com/article/lead-follow-up and https://www.zomentum.com
[4] This distinction has been the subject of discussion among ethicists since 1916. For a historical approach to this topic, read Morals and Manners by G. A. Johnston in the International Journal of Ethics, Vol. 26, No. 2 (Jan., 1916), pp. 193-206 (14 pages) available at: https://www.jstor.org/stable/2376619
[5] https://www.themuse.com/advice/pleasantly-persistent-5-rules-for-effectively-following-up?
These articles are prepared for general purposes and are not intended to provide advice or encourage specific behavior. Before taking any action, Advisors and Plan Sponsors should consult with their compliance, finance and legal teams.
Before leaping into the unknown, we recommend a thorough examination of your plan. Because we are experts in the field, we know the marketplace and know what your existing vendor is capable of offering. Through this examination, we can help you optimize the service you receive.
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