Did you know that almost half of all salespeople never follow up after an initial call? That leaves you plenty of room to stand out from the crowd
if
you are willing to do what your competitors won’t.
Let’s face it. Your initial one-on-one meeting with any prospect, including a County Purchasing agent, should focus primarily on learning about the agency’s needs and how, when, and why buy decisions are made. You should also use this time to give buyers a feel for who you are and how your company can solve their problems. That single encounter may not be enough to fully demonstrate what sets you apart from all of your competitors. So how do you convey that you are qualified, capable, and the best supplier to meet clients’ needs?
Here are some ways to help prospects remember you and get to know you better.
Follow Up Right Away
Immediately after your meeting, send any additional collateral or information promised during your visit. Send a separate thank you note via email or traditional mail. Perhaps a few days later, send a helpful article or brochure related to the goals they are trying to achieve. If you have permission, add your new contact to your newsletter or email marketing list so they hear from you regularly. Schedule next steps that will help move the relationship closer to your desired goal.
Your Website
If you offer superior customer service, higher quality, special guarantees, rare credentials, or greater innovation than the competition you want potential customers to know.
Give them ways to learn more about your products and services any time they want. For example, intriguing video and relevant content can be powerful tools to attract and hold a person's attention. Provide link(s) where prospects can visit your website and view assets such as:
- Online product demonstrations
- Video tutorials on how to use your products
- Video of live presentations you have given
- Virtual video tours
- Downloadable whitepapers, case studies, eBooks and or articles you have written
- A web page or section focused on government contracting
- Industry awards or special recognition.
Social Media
If you post regularly on social media and consistently deliver valuable content for would-be customers, follow prospects and invite them to join you on social sites. Respond to relevant posts in real time seize opportunities to create a two-way dialogue. Engaging content can help followers get a feel for your expertise and help you establish a reputation for being a leader in your industry.
Long Term
For best results, create and automate a “ keep in touch” strategy that will ensure you don’t miss opportunities to connect with prospects regularly.
Automate marketing activities to grow and nurture your audience consistently, cost effectively, with greater ease.
Countless project management and or email marketing tools such as Asana, Ontraport, Infusionsoft, MailChimp and or Constant Contact can be used to set up a system that ensures every task of your customer outreach--from a phone call to email, traditional mail or meeting--is executed in a timely manner.
Creative educational tools combined with consistent follow-up can increase brand awareness and name recognition among the people you most want to serve. The time you invest now to develop your keep-in-touch strategy could boost your competitive edge and place
your company top-of-mind when they are ready to buy.
