A Guide to Following Up

Written by Valerie VanBooven

Articles - Sales and Marketing

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Hi and happy coming new year! 2009 will be spectacular for those who take the time to really understand what’s required for attracting and maintaining new clients. It’s time to shift gears and move into some new strategies that spice up your marketing plans without costing a bundle.

This article will illustrate step by step the blueprint for responding to leads that come to you via email, internet leads programs, your website, or any online method. Getting leads to come to you via the internet is a completely different conversation than how you RESPOND to leads that come your way.

If you are a senior service provider, this blueprint gives you the tools to implement in your own business that will make a big difference in what happens to the people/caregivers/seniors who inquire about your services.

For the purposes of simplicity, I am going to use ABC Reverse Mortgages as my example. It’s not rocket science, but a simple follow-up plan that keeps YOU in front of your prospects and potential future clients for several months.

Follow-up is our biggest downfall. Wouldn’t you agree? As business owners we all know that there are those prospects who fall through the cracks, only to be contacted by our competition just at the right time, and suddenly out of reach for us.

It’s time to make that situation a thing of the past and follow-up with every single inquiry for as long as it takes. How long is that? Until they ask to not be contacted. Simple. You follow-up in a wonderfully positive and educational way until you’re asked to stop either verbally, by email, or letter, etc.

Did you know that when a couple decides to “think” about selling or buying a new home, it often takes them a full 6-8 months to REALLY make the final decision!?

In some cases your prospects need help RIGHT NOW, and other times, they are investigating their options- and “getting ready” “just in case” an aging loved one might need help at some point. (Translation: Their aging loved one probably needed help 6 months ago, but 6 more months will pass before there is an event that catapults the family into true crisis- and in need of your, or your competitors services).

Do yourself a favor and from now on make sure that for all of those clients who are “just looking”, “educating themselves about options”, etc- YOU will be the agency, individual, or company of choice when the time comes.

In other words, make sure that every family you touch knows that they would be absolutely crazy to do business with anyone else but you! I won’t go into an in-depth analysis of WHY you should use the items I recommend here, that’s another discussion entirely. However, each piece of the blueprint is recommended and designed to SET YOU APART from the COMPETITION.

Step 1: As soon as a lead arrives in your email box or on your phone line: Call immediately as an introduction, answer questions, and confirm contact information.

Exhibit A: Call Script 1

Hi Mrs. Jones this is Valerie from ABC Reverse Mortgages. We just received a note on our computer system that you have some questions about reverse mortgages for your father/mother.

What kind of questions can I answer for you right now?

umm I’m not sure…..

We have a free DVD/ audio CD (or we noticed that you have requested our free DVD/audio CD) called: Your Most Critical Asset. (Note: I made this name up on the fly, use your own.)

Would it be alright if I mailed that out to you right now, along with our brochure?

 Yes

<Gather mailing information if you don’t already have it.>

Ok then, I will be calling you back in about 4 days to see if you have any questions after viewing the DVD/ listening to the audio CD.

Are mornings or afternoons better for a phone call?

Mornings

Ok Mrs. Jones, I’ll talk to you at the end of the week, and
I’ll be sure to call in the morning.

If you have questions before that time, don’t hesitate to
call me right away. If you have a pen and paper I’ll give
you my phone number. 888-888-8888.

Thanks Mrs. Jones, and I’ll talk to you soon.

Step 2: Email immediately after phone call- “THANK YOU” and attach a “FREE REPORT” (notice I did not call it a brochure). Your FREE REPORT should complement the contents of your DVD or AUDIO CD. Yes, I mentioned DVD or Audio CD…you need one of these.

Exhibit B: Email 1- modify depending on your discussion on the phone.

Dear Mrs. Jones,

My name is Valerie VanBooven RN BSN, from ABC Reverse Mortgages.

We just received a note on our computer system that you have some questions about a reverse mortgage for your father/mother.

(Or- It was a pleasure speaking with you today regarding the care needs for your mother/father)

We will be sending you our new DVD/Audio CD:  Your Most Critical Asset.

We believe that the information contained in this DVD/ Audio CD will give you information and tips on choosing a good lender, and will help you make informed decisions moving forward.

I will call you to follow up in a few days and see if you have any questions. In the meantime, look for your package in the mail from us.

If you would like to view/listen to the materials online right now, you can visit www.ReverseMortgageNation.com/valerievanbooven

If you have questions before that time, don’t hesitate to call me right away.

888-888-8888

Warmest Regards,
Valerie VanBooven RN BSN

P.S. Attached is a REPORT that our clients have found extremely helpful in understanding how obtain a reverse mortgage.

Step 3A: USPS Mail: Hand addressed envelope. Envelope should say: “The Information You Requested is Enclosed” You can get a cheap rubber stamp, or print 50 labels at a time and use them as needed for your envelope. Keep it simple.

Step 3B: Inside the envelope- thank you letter similar to the email you originally sent, and the free report you originally emailed. Also, send a DVD or AUDIO CD that summarizes your services in 8-10 minutes.

Exhibit C: US Mail Letter 1- modify depending on your discussion on the phone.

Dear Mrs. Jones,

My name is Valerie VanBooven RN BSN, from ABC Reverse Mortgages.

Thank you for ordering your DVD/Audio CD: : Your Most Critical Asset.

(Or- It was a pleasure speaking with you today regarding the care needs for your mother/father)

We believe that the information contained in this DVD/ Audio CD will give you information and tips on choosing a good home care provider, and will help
you make informed decisions moving forward.

I will call you to follow up in a few days and see
if you have any questions. In the meantime, please
be sure to view this DVD. (listen to this audio CD)

If you have questions, don’t hesitate to call me right away.

888-888-8888

Warmest Regards,
Valerie VanBooven RN BSN

P.S. Attached is a REPORT that our clients have found extremely helpful in understanding how obtain a reverse mortgage.

If you don’t have a DVD or audio CD that you can hand out to prospects and referral sources (or preferably both), you need to get one made YESTERDAY. The DVD should have a compelling and gut punching title that makes the “receiver” feel obligated to watch it.

Step 4: Wait 4 days for mail to arrive.

Step 5: Follow up phone call. Did they receive the information you sent? Do they have any questions? Did they watch your DVD or listen to your CD?

Exhibit D: Script 2- modify depending on your discussion on the phone and any other communication.

Hi Mrs. Jones this is Valerie from ABC. I’m following up on the DVD/Audio CD that we mailed to you this week. Have you had a chance to review the information?

What kind of questions can I answer for you right now? 

umm I’m not sure…..

Would you like to set up an appointment to meet with me and discuss your current situation (regarding your father)- the reason I ask is because even if our services aren’t exactly what you are looking for right now, we may be able to point you in the right direction for other services in our area. There is no charge for the appointment.

Yes

Are mornings or afternoons better for you? Would you prefer Tuesday or Thursday?

Ok, I will see you on Thursday at 10am at your home.

If you have questions before that time, don’t hesitate to
call me right away. If you have a pen and paper I’ll give you my phone number. 888-888-8888.

Thanks Mrs. Jones, and I’ll see you soon.

Step 6: Assuming they are not ready to start services at this point, they now go on to the email and U.S. Mail follow-up plan. And this lasts forever.

Step 7: Enroll them for your monthly or bi-monthly email newsletter. Yes, you need a simple email newsletter that is light, fun, and cool to read. (Not boring with statistics about caregivers and monotony about Alzheimer’s research. A little is OK, a lot is a recipe for file 13.)

Step 8: Put them on your mailing list. You should be sending out various items over the course of the year including:

• Monthly black and white simple newsletter (tri-fold) nothing fancy, nothing expensive.
• Birthday cards if you have birthdates. There are services that will do this for you.
• Invitations to local events, senior fairs, seminars, educational events, charity events (ALZ Walks, MS Walks etc)- especially if you are a sponsor or have a booth.
• Make sure when you send invitations to events that you are specific about inviting them to YOUR BOOTH, and your FREE OFFER waiting for them at YOUR BOOTH. Make sure they come by and introduce themselves. A crowded booth is a happy booth.
• Once a year send out a FREE VIAL OF LIFE to the prospects on your list during November “National Family Caregiver’s Month”.
• What else can you send out that:
• has meaning and impact,
• may be regional to you and your business,
• is cheap and easy to mail.
• Mail out invitations to your prospect list with “FLU FACTS” in October of each year. Or, incorporate that into your email and US Mail Newsletters.
• What about something like a FREE Prescription Drug Discount It would cost you ZERO dollars to offer this program to every prospect and lead- and it doesn’t matter if they use it or not. It’s just a nice way to say thank you for inquiring, thank you for stopping by our booth, thank you for visiting our website. EASY AND FREEEEE!!!!

Summary:

If you ask the most successful small businesses in the nation how they make money, find new clients, and stay better than “treading water” in tough times, it all boils down to follow-up. Consistent, persistent follow-up, with collateral materials that are easy, educational and fun. 

Your TO DO LIST in 2009:

• Create your own follow-up plan using this blueprint.
• Have a DVD or Audio CD made that highlights your business. I can help of course! Email us at This e-mail address is being protected from spambots. You need JavaScript enabled to view it
• Sign up for senior fairs and exhibiting opportunities in 2009 and start accumulating LEADS to put on your MAILING LIST.
• Make sure you have more than one irresistible FREE OFFER in your bag of tricks. A DVD , an Audio CD, a Vial of Life, a Free Prescription Drug Discount Card, and anything else that makes sense.
• Get an E-newsletter started for those who are Internet savvy, and ALSO a print newsletter for EVERYONE on your list.
• Contact me for marketing assistance in 2009.

Valerie VanBooven RN BSN is a Senior Service Marketing Expert and the National Marketing Director for Next Generation Financial Services, a Division of 1st Mariner Bank. She is a professional speaker and the author of the books “Aging Answers” (2003) and “The Senior Solution” (2007). She can be reached at This e-mail address is being protected from spambots. You need JavaScript enabled to view it . Please visit her website at www.myseniorservice.com