Don’t Drop the Ball, Make the Call

Lead generation and lead nurturing are no doubt important aspects of customer relationship management. Yet so many businesses seem to forget the nurturing. They create a form, collect the data, send an automated email, and stop when they should be going a step further.

When someone fills out a form on your website, what happens? Do they receive an automated email and then a string of monthly newsletters/announcements? Do they get a sales call a week later? If they do, then you’re probably missing opportunities and losing leads.

You have to follow up on those filled out forms - quickly, personally, and hopefully with another medium.

My friend signed up as a volunteer on my.barackobama.com. She was required to fill out her name, address, and phone number. Within an hour someone called her to discuss volunteer opportunities. Talk about fast.

Now, his campaign is a very large organization with an urgent purpose and the resources (both monetary and human) to be that fast and responsive. Can any volunteer-based organization afford not to be though?

I’ve given all my contact info to more than a few organizations with the intent of volunteering. I’ve never once been called. And truthfully I haven’t volunteered with a few places because a) I was too lazy to look for a phone number or b) My temporarily philanthropic spirit wore off. Even when organizations do call, they tend to do it slowly, taking up to a week to respond.

Following up quickly and by phone is so important for any business that depends on recruitment (i.e. education, staffing, etc). But it can also be beneficial to any business. Following up isn’t about selling. It’s about inviting people into your brand - giving them a branded experience - communicating what you’re about.

MyShape.com’s form follow-up attempt was all about communicating the idea behind the brand. Notice I said attempt. I still haven’t received my tape measurer. On with the example though…

MyShape.com is a great concept. When you set up an account you can enter your body measurements, not only will MyShape show you the types of clothing flattering for your body type, they will automatically determine your size across all the different brands they carry. Brilliant, right?

Like most e-commerce sites, MyShape.com, doesn’t require you to fill out your address when you set up an account. But, they offer a free tape measurer if you do. (I’m not sure if they still do, as I signed up a few months ago). Sending a gift like this is a small thank you. It keeps the brand top of mind and differientiates it from the competition.

If you are only sending automated emails, you are not doing enough.

1. Make a friendly phone call. 2. Mail a free gift…everyone loves free stuff! 3. Mail a hand-addressed letter for that personal touch 4. Send a personal email…people know when it’s fake.

If a new lead does not hear from you within a week, you are not fast enough.

Your response needs to be immediate. If you’re mailing a package, mail it the same day. If you’re calling or emailing, do it within 3 days. Don’t leave people hanging.

Remember: A lead will not become a customer without a little love and attention.

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