The following is an excerpt taken from “The Automatic Marketing Machine”, written by RJon Robins and Danny Decker.
The money is in the follow-up. Fortunes are won through follow-up.
Successful, profitable marketing systems are built around follow-up. Your Automatic Marketing Machine will be built around follow-up.
Follow-up with new prospects who’ve just contacted your business.
Follow-up with old leads that have “gone cold.”
Follow-up with prospects who have completed their initial consultation but not yet signed on the dotted line.Follow-up with past clients and customers.
Follow-up with referral sources.
Follow-up, follow-up, follow-up.
Why? Because simply put, we humans in the 21st century are incredibly distracted and incredibly busy. The human brain is bombarded with somewhere between ten thousand and fifty thousand distinct thoughts every single day. And so you’re sadly mistaken if you think that prospects, customers, and referral sources are going to remember you if you’re not proactively staying in touch with them.
To stay relevant and engaged with your prospects – which is essential if they are going to hire you and/or refer to you – you have to follow-up with them proactively.
And because you are likely to have thousands or even tens of thousands of new prospects, old prospects, new customers, old customers, and referral sources – each of whom need to be followed up with dozens of times in a calendar year – you cannot possibly keep up without building a system that runs automatically. By the time you’re done reading this book, you’ll understand how to do this.
Most small businesses don’t have a follow-up system in place – and consequently, most of them are squandering massive opportunity month after month.
