Wait For It
Kicking back, waiting to make your move? Smart cookie.
You see, that creative, kick-ass mailer your company just sent out – great! But that’s only one touch. Statistically, it takes 7 touches before company recognition takes hold, or before your company/product will be remembered and a prospect may take action. Don’t jump the gun. Build momentum – and gain solid recognition – through multiple touches before contacting.
What’s that you say?
You’re aware of the 7-touch statistics, and in a systematically chosen timeframe of three weeks to three months, your company has engaged direct mail, social media, word of mouth, email – and that’s your billboard prospects keep seeing while driving through town (and your ad in the magazine, too)? Nicely done!
Now, don’t blow it.
Follow up (otherwise all of your work to engage recognition was a wa$te), and carefully consider the timing of your follow-up:
Speak. In a Week. Verbal contact is crucial. Call prospects after multiple touches, and within 7 – 10 days of them receiving your send-out.
Is This A Good Time? Consider the timing of your phone call based on your prospect. People are often hectic and hurried on Mondays, and preoccupied on Fridays. (But if the business you’re calling operates Thursday – Monday, Thursday is their hectic Monday.) Think about your prospective client’s setting, hours of operation and availability before calling.
Pay Attention. Take notes that this client was called, on this date, and this response was requested. If a client says to call back at 2 p.m. on Tuesday – make note of that as well, and do so!
Don’t Be a Bother. If you’re getting no response, or they are too busy, sit back a bit. Call them in 4 - 6 weeks to check in or to set up a meeting on their time. After that, if there’s still no interest, let it go.
Bottom Line: Have you ever “blown it” due to timing, watched a marketing campaign sink because you jumped the gun? Be mindful of your timing when reaching out to clients and prospects. Wait For It, and build recognition.
Wait For It, follow up with finesse. Wait For It – and Ensure It.
