Every business person knows that sales follow up is important. But many give up too soon. Do you or your teams give up before 7?

It’s because it takes, on average, seven follow up communications for most people to make a final decision to begin a business relationship – that could be calls, emails, webinars, meetings… whatever works

We could have a long discussion about why – but all that matters for you as a business owner or manager is that if you’re not communicating to potential customers at least seven time and potentially upto to 12 times, you’re losing out on a majority of your sales.

For example, when someone enquires about your product or service, if you currently only send one or two follow ups, it’s quite possible that you could double the size of your business in about two months, by introducing an effective follow up sequence. Sound interesting?

In fact, the vast majority of business owners give up at just one or two follow ups. They give up too soon. More importantly the people they have selling for them do the same!

When do you or your people give up?

This article was written in 1885 by London business man Thomas Smith 120 years later it is still applicable

1. The first time people look at any ad they don’t even see it
2. The second time, they don’t notice it
3. The third time, they are aware that it is there.
4. The fourth time, they have a fleeting sense that they’ve seen it somewhere before
5. The fifth time, they actually read the ad.
6. The sixth time, they thumb their nose at it
7. The seventh time, they start to get irritated by it.
8. The eighth time, they start to think “here’s that confounded ad again”
9. The ninth time, they start to wonder if they may be missing out on something
10. The tenth time, they ask their friends and neighbours if they have tried it
11. The eleventh time, they wonder how the company is paying for these ads.
12. The twelfth time, they start to think that it must be a good product.
13. The thirteenth time, they start to think the product has value.
14. The fourteenth time, they start to remember wanting a product exactly like this for a long time
15. The fifteenth time, they start to yearn for it because they can’t afford to buy it
16. The sixteenth time, they accept the fact that they will buy some in the future.
17. The seventeenth time, they make a note to buy the product
18. The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
19. The nineteenth time, they count their money carefully.
20. The twentieth time, prospects see the ad, they buy what is offered

You should combine different sales and marketing methods in your points of contact. So when someone enquires about your business, the contact sequence might go:

1. Email
2. Phone call
3. Email auto responder
4. Letter (nobody gets great direct mail anymore)
5. Email auto responder
6. Phone Call
7. Meeting

If your business is doing ok at the moment, with just one or two follow ups, imagine the difference with a proper follow up sequence in place…

I would be keen to hear your views so feel free to add your comments below, and please don’t let another day go by without you finally sorting out your follow up sequences

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