Gem Publishing September 2018

Play the Long Game and Make More Money

By Shaun Buck, CEO of The Newsletter Pro

What if I told you that your business could easily, and with minimal extra expense, close up to five times the number of sales you’re closing right now? Would you be intrigued?

followed up on, educated, and built relationships with leads, you could double your business in the next 18 months or fewer.

The best part is that this plan is simple and it uses the leads you already have.

Let me ask you this — how would that change your life? Would it be better? Could you spend more time with your family? What about vacations? If your practice revenue doubled, what would vacations look like? How many more would you take?

When it comes to leads, most businesses only play the short game.

They’re focused on today, right now, which lead called in five minutes ago — and if that lead doesn’t buy, they move on to the next lead. Let me ask you, what’s your current close percentage? 5 percent, 10 percent, 20 percent? What is going on with the remaining leads? How do you follow up with them? What’s the process to re-engage them so they get interested in your product or services again? If you’re playing the long game, you’re asking what’s going on with the 70–90 percent of leads that aren’t closing. Were some of those people investigating and simply weren’t ready to buy yet, but may be ready 90 days, 180 days, or even 365 days from now? On average, of the people who request info from a company, 50 percent of them will make a purchase in the category they are requesting info for within 18 months. If you want to know how much money is being left on the table, you need one more piece of info: How many people buy immediately? Here is an example: If 100 leads come into your business, on average, 50 of them will make a purchase within 18 months, and only 15 percent of the 50 will buy within the next 90 days. If I round up, that means 8 people are ready to buy now, and 42 people will buy sometime in the next 18 months from you or from a competitor.

I’m pointing all of this out because I want to show you that you are so close to a huge improvement in quality of life.

Don’t allow the next shiny object to distract you. You don’t need new; you need to simply fix what you’ve already got and make it work better.

This is by far the easiest and least expensive path.

Here is the plan overview:

1. Send “edutainment” follow-ups online and offline, including offers.

2. At 90 days-plus, make a new offer for a new lead magnet.

3. Have a team member continue to follow up via phone.

4. Send personalized mail.

5. Add value to their lives on a regular basis.

6. Build the relationship.

7. Help them get what they want, and you’ll get what you want.

8. Make a sale.

How crazy is that? How much money do you think it has cost you over the years by not playing the long game?

Part of your online and offline follow-up should include a newsletter. This is exactly what a newsletter was made to do — build relationships, add value, offer new lead magnets via a free-standing insert, and give them information to help them get what they want. Most people simply don’t use their newsletter to its best ability. –Shaun Buck

When you think about it, in almost all areas of building wealth and riches, you need to play the long game: the stock market, your business itself, marketing investments, and employees. So why, with our leads, do we only focus on the short term?

If you focused on just this one thing for the next few weeks or months and tracked and ran a long-game system where you

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