Where is the real money in any business?
It’s always in the follow-up.
What do I mean by that?
At a business meeting, I met a man whose business is raising capital for investments.
He said he’d given a presentation last week to a crowd with quite a bit of money and great potential for doing business, and I asked how many people had come up after and asked for his card.
A few had and he planned to follow up with them.
Then I asked if he’d gotten contact information for the other people – the majority, who didn’t take a card and weren’t ready to write a check today.
Now think about your own business.
You may do a lot of things right with lead generation, getting people with an urgent need for your service to raise their hands and become new patients.
That small minority are the ones we rely on to fill our schedule, transact business, and make our profit.
The vast majority are not ready to do business today.
They might be interested and like what you have, but today is not the day.
What happens to that majority – those who heard your message, but don’t have an urgent need?
Most of the time… nothing.
When they’re ready to buy your product or service, six months or a year down the road, they have to remember you.
And many times, they won’t – even if they liked your message.
The real money is in the follow-up.
And to follow-up, you need their contact information.
There are low-pressure, ethical ways to do that – like giving a free gift.
You can give a free report or book, and then continue to send “touch points” – gifts, books, or articles of interest.
You’re not directly trying to sell anything with these – just keeping yourself in front of prospective customers and furthering the conversation.
Top of Mind Awareness (TOMA) is what it’s called.
It typically takes seven “touches” to position yourself in someone’s mind so they think of you when they’re ready to buy.
Staying in front of people in a low-level but consistent way builds trust and authority.
If you’re marketing but still struggling, remember that the majority of your business is in the follow-up.
If you’re not doing a follow-up, you’re missing the boat.
To your freedom!
P.S. I’m looking for 5-7 dentists who are ready to take action now. If that’s you, email email@example.com and put “Freedom” in the subject line.
P.P.S. Whenever you’re ready, here are some other ways I can help fast track you to your Freedom goal (you’re closer than you think) :
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If you’d like to join dozens of dentists, docs, and practice professionals on the fast track to Freedom (5-7 years max), visit www.freedomfounders.com/step-1 to apply for a seat.
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If you’d like to work directly with me and a small group of my closest investment colleagues, with direct access to the dealmakers and asset classes that I invest in, just send a message to my Executive Assistant (Lindsey@FreedomFounders.com), and put “Fast Access” in the subject line. Or, call (972) 203-6960 Ext 144 and leave a brief voicemail for Lindsey. Let her know you’re interested in the Fast Access program – we’ll set up a time with you to talk, find out about your goals, and see if there is a fit.