The Follow-Up Marketing Approach is truly a two-step process. The heavy lifting is done on the first call, setting the stage for any follow-up calls to be targeted and value-added. If you’ve ever called a client just to ‘check in’ or ‘touch base’, you have done a poor job of creating a value proposition for your subsequent calls. You must ask the client sophisticated questions to solicit specific answers regarding what information will get them wanting to answer your calls in the future. When they tell you they are interested in new business development ventures, and you call back two months later with a prospective introduction for business, the call will surely be returned.
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