Yellow Dog Consulting

Sales & Marketing Consulting for solo-preneurs.

A Better List Building Strategy

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stack of business cardsLast month I was talking to a small business owner friend who was courting a potential client. After a meeting and good follow up practices, they ended up hiring someone else. Bummer, but it happens. What happened next though was a bit surprising…

A few weeks later my friend received the newsletter of this client that didn’t come to pass. As my brother would say, Baller Move.

This easily goes in the terrible newsletter etiquette category. My guess is that this potential client just exports their contacts and adds them to their newsletter each time without regard for the relationship. And that’s not how you should be building your newsletter list.

When it comes to newsletter list building, here’s my recommendations:

  • Automatically Include

    • Clients (past & present)
    • Prospects
    • Referral Partners
    • Friends & Family can also fall into this list for some people 

  • Ask First

    • Your Database
    • Networking connections
    • That stack of business cards in a box in your closet

If you are working with a prospective client and have multiple conversations with them, they’ll most likely be in your CRM (because you have one right?) and I think they should be added to your newsletter list as well, because they’ve engaged with you and have had some interest in your services. It’s a sort of implied consent. Now, if it’s a cold lead that you want to make a client and they haven’t responded/engaged with you, then don’t do this.

Building and growing a newsletter list is one of the biggest challenges businesses have. Take a minute to consider your newsletter  list building practices and let’s make sure you’re not “accidentally” doing something illegal.

My Quarterly Follow Up Rant

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img_3786I was chatting with a colleague of mine the other day about a referral I had made a few years back. they were ready to sign a contract after their initial consult and then…crickets.

WHAT THE HELL PEOPLE?

Why oh why do you keep doing this? What is so hard about follow up that you can’t be bothered to send over the proposal or contract or details and recap of the call you just had?

Why is it when you’re networking and someone says they need to hire you, you find the worst place to put that business card so you either never find it again (“oops I forgot” only works so many times) or find it weeks later. That business card was COLD HARD CASH and you treated it like a gum wrapper.

Here’s what I think is happening…

  • You don’t know what to say – You have the card, you know you need to follow up, but you don’t know what to say. “Hey you said you wanted to give me your money” isn’t the way to start that conversation, but “I wanted to follow up with you to setup time to talk further about working together.” Is a great way to start.
  • You don’t want to – True confessions, I have accidentally misplaced/recycled a business card because I didn’t want to work with them and didn’t have the energy to go through all the hoops of pretending I did.
  • You don’t have a system in place – Do you need a schedule for when and how to follow up with people? Do you need prompts of WHAT to say? I’m honestly curious here…
  • Being successful sounds like a terrible idea and so you do nothing to make sure you’re never successful. Too on the nose?

I LOVE follow up, if you’ve ever read this blog (or my newsletter) you know this. And one of my top goals in this business is to help solopreneuers create systems and schedules for their marketing efforts. Getting out of your office and going to network is great. Never following up with people you network with is a waste of your time, money and the people you meet. Someone said they were interested in what you sell and you couldn’t find 5 minutes to follow up?

If you struggle with follow up I’d love to hear what’s holding you back and I might even have something coming up that can help…

Why Aren’t You Using LinkedIn for Follow Up?

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windowslivewriter10reasonstousefacebookforbusiness-95e1handshake-2I talk a lot about follow up. It’s one of my favorite things, as you may know if you’re a regular reader here on the blog. I’m continually amazed how many people don’t take advantage of LinkedIn! Yes, it’s Facebook for boring people business, but it’s a lot more than that.

When I’m at a networking event, occasionally I get someone’s card but don’t need to follow up with them. They were nice, but no spark at the moment. So what do I do? I connect with them on LinkedIn! “It was great to meet you yesterday at XYZ event” – and YES I do this the next day – out of sight out of mind! Don’t dawdle Amaryllis! The message can be short and sweet, there’s no need to make an offer or connection here. If you have their card and want to connect for coffee then call or email them. That isn’t the best use of LinkedIn.

I like connecting with people through LinkedIn because I make sure to post updates on a regular basis. My weekly blog post posts directly to LinkedIn and my monthly newsletter gets posted here. On a weekly basis on your LinkedIn homepage you just might catch my latest insights (like this one!)

If you work in an industry that frowns upon soliciting (I’m talking to you lawyers and financial planners), this is such a great and EASY way to get your name and face in front of them. It gives you a way to connect with them, without selling to them. If someone mentioned they’re need a lawyer but haven’t reached out to schedule that appointment, you can politely connect here. You don’t have to mention it, they’ll remember they need one.

I also like to use LinkedIn because people often use their personal email or they update their contact info. This way I know on a regular basis who’s moving where or starting what new company. And I can get in touch with them unlike an out of date business card.

Sure LinkedIn isn’t for everyone, but I bet you’re not maximizing the opportunities available to stay in contact with a larger network thank you thought you had.