3 Experts, 3 Times Sales, and 3 Basics
Recently, I recorded podcasts with three experts of small-business growth: Don Miller of Business Made Simple, Ramon Ray of Smart Hustle, and Ken Cook, one of our Keap Certified Partners. In each podcast, the experts and I talked about their careers helping entrepreneurs grow using proven strategies and techniques. As we talked, all three experts demonstrated a key skill I want to highlight for The Keap Family: All three experts focus on building relationships through effective follow-up. Don talked about his early days in business using an archaic data- base product to help him build relationships, spurring massive business growth. Then he described how he felt like he had died and gone to heaven when he found Keap and has used it over the past several years to build his business to over $20 million per year. He got a little choked up as he talked about the profound impact Keap has had on his business, which was super cool for me because I love how Don teaches entrepre- neurs to grow with his book, “Business Made Simple.” Ramon talked about how he uses and teaches the prin- ciples of Lifecycle Marketing to grow his business and help others do the same. Collect Leads, Convert Clients, and Cre- ate Fans are the Lifecycle Marketing phases that help Ramon and other entrepreneurs build relationships through effective follow-up. And Ken Cook uses these principles all the time as he serves his clients. It was cool to hear Ken talk about the way Keap differentiates itself from other software companies by teaching the principles of successful entrepreneurship, especially effective follow-up. As I talked with these three experts, they established a point that every member of The Keap Family needs to inter- nalize: Effective follow-up will increase sales by three times! People need to be presented with an offer an average of sev- en times before they buy, yet most businesses stop following up after one or two times. Furthermore, any given batch of 10 leads has one or two good leads, a handful of warm leads, and a couple bad leads. The warm leads will buy over time … if we follow up effectively. And finally, Don and I discussed the fact that he has grown so well because his company follows up in so many different ways. For example, when he does a webinar and presents an offer, a certain number of people buy. But he can triple sales over time by following up with the people who: • Didn’t register for the webinar after being invited • Did register but didn’t attend • Attended but didn’t buy • Bought and might want to buy something else The point is that when we effectively follow up, we can put all of these stats on our side and triple our sales. Intuitively, entrepreneurs know they will increase sales if they improve their follow up … and yet, it doesn’t happen.
I’ve asked entrepreneurs around the world why they don’t follow up and they tell me reasons that all fall into three buckets: no time, no system, or no know-how. This is why I wanted to emphasize this message to The Keap Family: Every entrepreneur can significantly increase sales by implementing three basic follow-ups — New Lead Fol- low-up; New Client Follow-up; and Long-term Nurture. You may feel like you don’t have the time. You may feel like you don’t know how to follow up. But you have the system in Keap. And you have The Keap Family here to help you succeed, starting with these three basics. And if you’re already doing the 3 Basic Follow-ups, great! Now it’s time to specialize your follow-up and make it more specific and tailored to your au- dience so you can build relationships and grow your business. By the way, the reason I’m so ex- cited about our new Text Marketing capabilities is that you can now dra- matically improve the effectiveness of your follow-up by mixing in text messages and reaching your custom- ers in timely, personal, and creative ways. Make sure you check out the articles and examples in this edition of The Keap Insider so that you can up your follow-up game with Keap’s Text Marketing, which includes Text Broadcast and Automated Text Mes- saging capabilities Three experts, three times sales, and three basics of follow-up. For all the complexity of business growth, it really can be as simple as effectively following up. Keep going, keep serving, and keep growing … with effective follow-up. –Clate
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