What do you do after meeting a potential client at a networking meeting or a social event? What do you do after giving a presentation to a business group and collecting several cards? And what do you do if someone suggests that you call an associate to introduce your services?
Well, you do follow up, of course!
But what to say on that follow-up call that can turn that potential customer into a new customer?
Knowing what to do and what to say is one of the most important skills you should master as a freelancer. After all, it’s highly unlikely that many potential clients will call you saying they’re ready to start working with you right away (and that money isn’t an issue)!
No, it is necessary to involve that potential client in a conversation that leads to the sale of your professional services. And that’s how it’s done.
First of all, the purpose of the follow-up call is not to make a sale. As???
The goal of that call is to set up an appointment for a conversation that leads to the sale.
And if you can do it successfully, you will dramatically increase the chances that the potential client will become a real client, a current client, one who hires your services and pays you the fees.
But you have to do it right!
The Follow-Up Process Step By Step
If there is a “formula” follow up and we will show you step by step.
1. When you contact the potential client, start by introducing yourself: “Hello Janet, I’m Susana García, we met at the Chamber of Commerce two days ago and I remember that they had expressed interest in increasing productivity in your company; Is this a good time to talk? Do you have a minute?”
2. Explain the purpose of your call: “Janet when we spoke to the camera about productivity, you mentioned that they could improve productivity in your company. Can you tell me a little more about your company and some of the issues around productivity?”
This is a non-threatening way to start a conversation. You are not promoting your services, but finding out a little more about the situation and the needs of the potential client.
You want to ask some key questions to find out if this is a qualified prospect or not (that is if he is really a potential client for you). At this point, it is worth reminding you that not all clients that at first glance you think you could classify as an ideal client are.
3. Here are some questions you can ask: “How long have you had these productivity issues? What have you done to address these issues? What worked for you and what didn’t? Do you think things are going to change? What is the cost to you of these productivity problems?”
What you want is to “relieve the pain” that the prospect is experiencing without going too far. It is simply a discreet conversation where you show real interest and concern.
4. Then ask him how he would like things to be: “If you had greater productivity in the company, what would that be like? How would things be different? Tell me more about that. What would be the big payoff for being more productive?”
The first questions were about the past and the present and what is not working well.
The second set of questions is about the future, about how you would like things to be. Ultimately, people are interested because things aren’t working, but they “buy” the outcome or the future that you can help them realize.
5. Then give them hope that change is possible: “Janet, from everything you’ve told me, I think it’s very realistic that we can increase productivity in your company. I’ve worked with hundreds of companies very similar to yours that were experiencing many of the same problems.”
Keep in mind that you are not promoting your services. You are simply giving him some hope that his situation can improve and that you have helped others in similar situations.
6. Next, make an offer to explore further: “I’m pretty sure it could help you with your productivity issues, but we’d need to have a more in-depth meeting and more information.
What I’d like to offer you is a complimentary Productivity Strategy Session where I discuss your productivity issues and then explain ways I could help you.
Note that this is all very discreet. There is no pressure, so there is no resistance. All you want to do is talk in more depth. You can do this over the phone or in person, depending on your business.
7. Finally, close the strategy meeting: “So, how does this sound to you, Janet? Can we find a time to meet next week or the next?” And then she answers any questions about the strategy session.
What You Are Going To Do Is:
.Find out a little more about your situation,
.Discuss the goals you have for that company,
.Know the challenges you may have about achieving these goals,
.Explain how your service works if you think you can help her.
That’s All!
One of the reasons you have so much trouble with follow-up calls is that you think of them as “sales calls,” where you have to convince the person to buy your services. But there is no sale on this call. You are simply contacting the potential customer to see if they have a problem that you would be able to help with.
During this call, you could use one or two stories that relate to those topics: “Well, what you’re telling me isn’t that unusual; I recently worked with a client who had the exact same problem. The good news is that it’s easier to solve than you think if you understand employee motivation. Now tell me about…”
Ultimately, the purpose of this call is to set up a “strategy session” and it’s only going to happen if you show real interest and don’t jump into trying to get her before you’ve made a solid connection.
Of course, the success of follow-up calls also depends on the prospect’s situation and needs. If you have a legitimate problem, your chances of getting the meeting are good; however, if you really can’t identify a problem or something they want to change, it’s best to end the call and move on to the next one.
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