Recipe: Following Up

When you don’t close the sale at the time of the sales conversation, you haven’t yet lost it. But if you don’t follow up, you probably will. Everyone who has been in business for any length of time has a story about a sale that finally went through eighteen months after the first sales conversation or after the eleventh follow-up call. Once you have made contact with a prospect who needs you, can pay you, and already knows what you can do for them, don’t let them go!

Contact your prospects at regular intervals, using all the methods described in Chapter 8. Be friendly, considerate, and professional, but be persistent. If they really don’t want to hear from you, they will tell you. Until then, keep following up.