It’s not unusual for a prospect to go from hot to cold in a matter of days, if not much sooner. Without taking the necessary steps, all that work which went into acquiring your prospects can be for nothing. So, what are the best ways to get your prospects to take action?
Don’t Wait For The Follow Up
One of the most important things you can do when you have a warm prospect is to not wait for them to follow up with you. Although they may have already given you a firm commitment, more often than not, prospects (not intentionally) will forget or become pre-occupied with other concerns. For that reason, it’s important to not wait too long after having a prospect express interest. The reason for this is the value proposition is still clearly in their head. Once that value proposition is lost, you will be dealing with a cold prospect again and having to start from scratch in rebuilding/reframing the problem you are solving…and why it matters now.
Provide Clear Action Steps
Sometimes a prospect may be interested in your product/service but may not understand what steps are next. This kind of confusion can be a core reason why a prospect has never taken action even if they have expressed some kind interest. Providing clear action steps is a great way of getting prospects to understand what they need to do in order to move forward with you. For instance, the first step could be for them to bring certain documents into your office for a meeting. Focus on these, “steps” as opposed to just trying to explain the product or service more in your follow-ups.
Create Solid Deadlines
It’s important when you follow up to always create some kind of deadline in regards to the next steps mentioned above. The last thing you want to do with a warm prospect is to let them go without some kind of mutual agreement on a date/time and action step. This creates a much more meaningful impact with prospects because they will now feel more obligated to, “show up” and actually commit.
Send Friendly Reminders
Even after a date/time has been set, it’s important to send friendly reminders. Email them a confirmation of the meeting date and time after they confirm it with you. Then, depending on when the meeting may be, you may need another reminder in between and on the day of the meeting. It’s important to remember that people are still living their busy lives and can simply forget about the meeting or the commitment they’ve made.
Send Them a Handwritten Letter
One way to stand out with prospects that may have gone cold is to send them a personal letter. Personal letters are even more impactful in the digital era and more often than not these personal letters will result in some kind of follow-up from the prospect. If not, it still gives you a great sincere touchpoint that you yourself can follow-up on.
The process of getting a prospect to take action can be a tricky thing, but with the persistence and the right follow-up techniques, it is very achievable. We hope you can start taking action and implementing some of these techniques in your own practice. For more tips make sure to follow us on Facebook and LinkedIn, and subscribe to our newsletter!