7 secrets to fabulous follow-up€¦ · 07/06/2017 · keep customers for life and create raving...

7 Secrets to Fabulous Follow-up

© Copyright 2015 Kathy Paauw, Paauwerfully Organized. All Rights Reserved.

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Kathy Paauw

Life Architect

Copyright © 2015 Kathy Paauw

No part of this eBook may be reproduced in any form or by any electronic or mechanical means,

including information storage and retrieval systems, without permission in writing from the publisher.

Published by Kathy Paauw, Paauwerfully Organized

Get more information and tools for business at

www.OrgCoach.net

http://www.orgcoach.net



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Why I Wrote This Book

“You’ll never be happy if you chase the money and stuff all of your life

but you can find true joy through giving and serving others.”

-Dave Ramsey

I dedicate this book to small business owners and independent professionals who seek to make a positive difference in the world by showing up in service to others.

Allow me to share an experience I had over a decade ago that prompted me to make a seismic shift in how I think about and operate my own business.

I participated in a workshop series called Authentic Promotion, taught by my friend and colleague, Master Certified Coach Molly Gordon. A few weeks into the workshop series, Molly mentioned something about stewardship. As Molly was talking about stewardship in the context of marketing, I realized that I had always misunderstood what marketing was all about.

As soon as I stopped thinking about “selling” my services and started thinking about

being a good steward of what I had to offer, I completely shifted the way I felt about

marketing. Marketing, very simply, is authentically promoting what you have to offer,

with no attachment to another person’s decision about what they do with your offer.

Once I shifted my way of thinking—from “selling my products and services” to

“authentically promoting what I had to offer”--my business doubled over the next twelve

months.

Each of us of us was born with a unique personality, temperament, gifts, talents and

strengths that nobody else on earth was created with. What are your special combined

gifts that are unique only to you?

As a good steward of whatever you’ve been given, it’s not just a good idea for you to share what you have with others—it’s your responsibility to do so. When you withhold what you have been given, you deprive others of receiving something they may need. It would be selfish for you to withhold a product or service that you knew could benefit someone else.

As you read this book, you will gain valuable insights and learn tips you can immediately put into practice. I’ll share seven secrets that will help you to authentically promote what you offer in a way that will serve others, while attracting the business you desire.



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Who Should Read This Book

If the title of this eBook attracted you, chances are you are a business owner, sales or

service professional, entrepreneur, company marketing professional, a non-profit

organization or membership organization who is seeking ways to attract more business

and generate more money.

You’ll learn seven secrets that will help you to keep customers for life and create raving

fans that will generate an endless stream of referrals for your business or organization.

Throughout this short book, I will use the term “customer,” which also applies to clients,

patients, students, members, donors, volunteers, or whatever you call the individuals

you work with in your profession.

You are probably in one of three situations regarding follow-up with your business leads

and customers:

1. Your current methods of following up have been ineffective and you are

searching for a system that produces results.

2. You have no follow-up system at all and don’t know where to begin.

3. What you have been doing up to now has been costly, burdensome and time-

consuming.

Whether you are working with new business prospects or current customers, the #1

area where you can leave the most money on the table is with a weak follow-up

program. No matter which of the above three categories you fall into, you’ve come to

the right place for a better solution!



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WHY FOLLOW-UP IS THE MOST ESSENTIAL COMPONENT FOR YOUR

MARKETING PLAN

If you don’t have a follow-up system that works, you are losing sales, customers and

revenue every day! You may even be damaging your reputation if people perceive that

you don’t care enough to follow-up or keep in touch.

ANCHOR YOUR LEARNING

At the end of each chapter, I invite you to make some notes in a

journal for capturing thoughts, ideas and insights you’ve gained.

Include an action step or two you will take that will help you

generate more business and increase revenue. I’ll provide an

example of this at the end of each chapter.

Example: Today I’m going to smile and give sincere compliments and thanks to

everyone who gives me service (grocery store clerks, car repair guy, dog groomer, my

healthcare provider, etc.).



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Table of Contents

SECRET #1 ........................................................................................................... 6

SECRET #2 ........................................................................................................... 9

SECRET #3 ......................................................................................................... 14

SECRET #4 ......................................................................................................... 18

SECRET #5 ......................................................................................................... 22

SECRET #6 ......................................................................................................... 26

SECRET #7 ......................................................................................................... 28

About the Author .............................................................................................. 33

A Special Invitation Just for You! ....................................................................... 34

Business Success Stories ................................................................................... 35



pg. 6

SECRET #1

Frequent and Consistent Follow-Up is Essential to Attracting and Retaining Customers!

It is common knowledge that 30-45% of leads that are not ready to buy now will

become ready within the next 12 months. That’s why it’s critical to keep your name in

front of your prospects and build a relationship by staying in frequent contact. When

they are ready, they are more likely to choose you to do business with. That’s because

they now know you, like you, trust you, and remember you!

Here are some alarming sales statistics:

• 48% of sales people never follow-up with a prospect

• 25% of sales people make a second contact and stop

• 12% of sales people only make three contacts and stop

• Only 10% of sales people make more than three contacts

• 2% of sales are made on the first contact

• 3% of sales are made on the 2nd contact

• 5% of sales are made on the 3rd contact

• 10% of sales are made on the 4th contact

• 80% of sales are made between the 5th - 12th contact

It takes multiple contacts to make a sale! In fact, 80% of sales are made between the

5th and 12th contact with a prospect, yet only 10% of sales people make more than

three contacts.

http://bethoughtfulnow.com/wp-content/uploads/2014/08/follow-up-reminder.jpg



pg. 7

Research shows that business people and sales professionals do not fully pursue about

70% of the leads generated by their expensive marketing efforts. For example, 67% of

leads generated at trade shows are never followed up with. That translates to huge

amounts of marketing dollars being wasted when you consider the financial cost and

time invested to participate in a trade show!

For every month your business is not in contact with your customers, you lose 10%

of your influence with them.

WHY IS INFLUENCE SO IMPORTANT?

Influence is closely connected with power. It’s not something we should take advantage

of, but when it’s earned through kindness and genuine concern for your customers,

people will listen and they will naturally recommend you to others. As you build your

“sphere of influence” and receive business and referrals, you will also be giving referrals

to family, friends and business associates.

As you participate in networking events, see if you can spot others who have the most

influence. Connect with them and learn what they’ve done to become so influential.

Keep your focus on ways that you can serve others.

The number one reason customers stop doing business with a company is due to

“perceived indifference.” This can mean that they might be feeling taken for granted or

neglected. Remember that people don’t care how much you know until they know how

much you care.

Customers who feel appreciated make more referrals, which cost zero advertising

dollars. And customers who become raving fans can provide you with as much as 80%

more referrals. This sure beats cold calling!

It’s time to stop chasing cold leads and focus on building a better relationship with your

current or past customers. You’ll have an endless stream of repeat and referred

business.



pg. 8

If you do not already have a good Customer Relationship Management (CRM) system

in place, here are some ways to review your past customer activity to create your follow-

up list:

1. Review your accounting software or bookkeeping records for names of people

who have done business with you in the past.

2. Review your mailing lists and your cell phone contact list.

3. Review your calendar for appointments you have scheduled with customers or

prospective customers in the past. (You decide how far back you want to go.)

Once you’ve created this list, put them in ABC order (A=Hot, a top priority, B=Warm,

C=Cool) and design a follow-up plan. Block out time in your calendar to implement the

plan. It helps to break some activities into smaller blocks of time. For example, if you

have 200 people you want to call over the next month, plan to call 10 per day and

reserve a block of time in your calendar on 20 days over the next month.

Remember that timing is everything – their timing, not yours. Since you have no idea

when they will be ready to make a buying decision, you need to stay top-of-mind with

regular contact.

#1 FREQUENT AND CONSISTENT FOLLOW-UP

Take a few minutes to jot down any insights you’ve gained and

identify at least one action step you will take to generate more

business and increase revenue.

Example: I will call my top 25 customers this month to see if they are satisfied with my

service. I will set a lunch date with an influential business person in my area.



pg. 9

SECRET #2 Nurturing Relationships is at the Core of

Building a Thriving Business!

First, a powerful example about nurturing relationships…

Larry Lead-Buyer and Chris Connector start their businesses at the same time.

Year One: Both use advertising and cold market methods to generate leads and

convert them to customers.

Larry doesn’t stay connected with his customers to build relationships with them.

Chris stays in regular contact with his customers with the intention of building a

lifelong relationship.

Each gets 80 customers their first year, 80 customers the second year, and 80 the

third year. Both have 240 customers, but…

Because Chris has a good way to follow-up and is focused on relationship-building,

20% of his new business is now by referral, so he has less marketing costs, while

Larry needs to keep up with his expensive lead generation to find 80 more

customers.



pg. 10

After five years, both have 400 customers, but Larry still has to hustle and spend big

dollars on marketing and advertising to find 80 more new customers. Chris,

however, now has his 80 new customers totally by referral from his current

customer base (20% of 400) – with no advertising or marketing costs, except the

minimal investment needed to keep his follow-up system working.

And because Larry never followed up with his current customers, he has lost a

number of them to the competition. Chris has a solid relationship with his

customers, who feel appreciated and knows that Chris cares about them. He has a

steady stream of repeat and referral business for life!

If you want to spend less money on advertising and marketing, having a successful

relationship-building strategy is critical to make sure you are giving the right attention to

your prospects and customers. A personalized follow-up plan is essential!

The easiest and least expensive customers come from repeat business and referrals.

Most business owners and professionals spend too much time and money chasing cold

prospects. Acquiring a new customer will cost you ten times more than retaining or re-

engaging a previous customer. You must stay in touch so that your business stays top-

of-mind for great referrals.

Remember, the main reason customers stop doing business with you is because of

perceived indifference and feeling taken for granted. Make your customers feel

appreciated and they will become customers for life. They will also become raving fans

who consistently send their friends, family and colleagues to you—referrals that cost

you nothing and are already pre-sold from your customers’ recommendations.

“People do business with people they know, like, trust and REMEMBER. If they don’t remember you, it doesn’t matter how much they know, like and trust you when they are ready to make a buying decision!”

-Kathy Paauw

Years ago I used to coach Professional Organizers in their business startup. I’ll never

forget one of my clients, who came to a coaching call almost in tears. Here’s the story…

My client (I’ll call her Amy) had been in business for about three years and was

working hard to take her organizing business to the next level so she could quit her

part-time job and focus full time on the work she loved most.



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Two years prior, Amy had completed some work with her all-time favorite “ideal

client.” At the conclusion of their work together, Amy had sent the client a card to

thank her for her business. The client sent a card back, telling Amy how much she

appreciated the great work she had done for her. Not only was this client one of

Amy’s favorites, but she only lived a short distance away, making work with her very

convenient. (Some of Amy’s clients required long commute times to work with

them.)

Fast forward two years. Amy was in her neighborhood grocery store and ran into

her former client. They were both surprised to see each other and spent a few

minutes catching up about what was going on in their lives. But the biggest surprise

was when the client said, “Oh, I wish I had known you were still in the area. Since I

never heard from you after we finished working together, I assumed that you’d

moved away or you were doing something else. I just hired another professional

organizer to do some work with me, and I was not nearly as happy with her work as

I was with yours!”

Amy was devastated that her all-time favorite client had hired someone else!

Had Amy stayed in touch over time, her client would have called her. Instead, Amy

was forgotten when her client was ready to hire again! After that dreadful

experience, Amy put her follow-up plan in place so that this would never happen to

her again. Now she has lots of happy clients who provide her with repeat business

and frequent referrals.

A great follow-up plan may include direct mail, phone calls, text messages and emails.

These tools can be effective when used properly, although there are some drawbacks…

Direct Mail

Direct mail is usually not personalized and feels like it was sent out to the masses.

Most of it gets tossed. The response rate to direct mail in the past was about 2-5%.

Today it’s only 1/4 – 1/2%. It can be a very expensive way to stay top-of-mind on a

regular basis.

Phone calls

Calling all of your customers is very time-consuming and you may not find them

available when you call. Some will view phone calls as an intrusion or interruption.



pg. 12

Text messages

Texting is often sent out to a group and can feel very impersonal. Some experts

believe that text messaging is ruining the art of communication. If not done in a

personal way, text messages are often ignored. Unless you have regular contact

with your customer and they prefer this method of communication, I would not

include it in a long-term follow-up marketing plan.

E-mail

Email is increasingly unopened, filtered out by spam filters, and ineffective due to its

impersonal nature. In fact, up to 87% is deleted without being read! I have found in

my business that email is effective with some of my clients, but not with all of them.

Again, unless you know that someone prefers this method of communication, I

would not rely on email for your main follow-up marketing plan.

In order to implement a successful strategy for building and managing stronger

customer and prospect relationships, business professionals need a Relationship

Marketing System--a system that takes the time-consuming work out of the process, is

easy to use, cost-effective, and can be personalized. More about the system a little

later.

Since this chapter is about the importance of nurturing relationships, I want to mention a

philosophy that has been at the core of my business as a service provider.

MY RELATIONSHIP MARKETING PHILOSOPHY

My approach combines the benefits that high-tech tools can offer with the ability to build

relationships that are based on friendship, celebration and service to others.

Not only is it important for your customers to feel like you care about them, but you

actually need to care about what is best for them. When you come from a place of “how

can I best serve you”--even if it means not making the sale—then you are providing a

true product or service of value to those you serve.

It’s important that you let go of your attachment to the outcome and show up in service

to others. Those who approach their customers with a “desperate” energy to get their

business, will drive them away. Those who show up in service to others will attract

people to them.



pg. 13

Here’s an example.

I am reminded of a shoe saleswoman named Laura who assisted me several months

ago when I was looking for a very specific pair of shoes. She had the right shoe in my

size, but it was not the color I wanted. She picked up the phone and called a competitor

that she knew carried the same brand, to find out if they had the shoe in my size and

color. They did have it, so she asked them to put it on hold for me.

Although she lost the sale, I will never forget her. Next time I want to buy shoes, I will

return to her store and ask for Laura because I know I can trust that she puts the

interest of her customers over her own self-interest. She has what I call a “servant

leader” heart.

Ask yourself: Am I looking for whatever I must do to make the sale, or am I asking how I

can offer the best solution or fill a need? Which kind of sales person would you be most

attracted to working with?

Keep reading to find out how two sales giants used the power of appreciation to achieve

remarkable results in their businesses.

#2 NURTURING RELATIONSHIPS

Take a few minutes to jot down any insights you’ve gained and identify at

least one action step you will take to generate more business and

increase revenue.

Example: I will evaluate my current customer list and make a plan to

contact them at least every quarter--on holidays, their birthday, special occasions, and

to let them know how much I appreciate their business.



pg. 14

SECRET #3

The Most Powerful Form of Follow-Up is a

Personalized Greeting Card!

Note cards with a heartfelt message create positive emotion and a feeling of personal

trust and likeability. A simple card can help you to be remembered for repeat business

and referrals.

Take just a moment now to think of someone from your past who sent you a “just

because” card with no pitch for their business included--something that acknowledged,

appreciated or celebrated YOU. How did that make you feel?



pg. 15

It’s important that you send cards without mention of your latest sale offer or product

pitch. Make the card all about them. Share something you noticed about them that you

really appreciate. Over time, your relationships will grow and your referrals will soar!

There’s nothing wrong with sending marketing pieces in the mail…just don’t combine

those with notes of appreciation. To make my point, I’ll share two personal experiences.

Chiropractor Holiday Card

A few years ago, I received a holiday card from a chiropractor. He put a beautiful

message in the card that made me feel cared about. My entire mood changed when

he added the P.S. at the end that said “We love referrals!” He also included two

business cards. The holiday card would have been much more meaningful if he had

not said anything about referrals and had left his business cards out.

Someone who feels cared about is much more likely to remember you for referrals

than someone who feels like the only reason you would connect with them is to get

more business.

Massage Therapist Birthday Card

I received a beautiful birthday card from a massage therapist I had met several

months prior at a networking event. She wrote a lovely message and then added,

“Bring this card with you to your next massage and you’ll receive a 20% discount…

my birthday gift to you!”

The birthday card would have been much more meaningful if she had not said

anything about making an appointment with her. A true birthday gift would not

require any purchase in order to enjoy the gift. She turned the birthday card into a

marketing piece.

The chiropractor could have sent me the holiday card with his wonderful message, and

then in a separate mailing he could have mentioned how much he appreciated referrals.

The massage therapist could have sent me a birthday card, and then a separate card

could have mentioned a discount if I booked an appointment with her by a specific date.

Unfortunately, I was left with a poor impression of both professionals, and I am not likely

to do business with either one of them.

People want to know you are thinking of them without always selling them something!

This is the heart of what we call Relationship Marketing. Here’s a great question to

ask yourself before you send a card. Am I giving to GIVE or am I giving to GET?



pg. 16

THE POWER OF SENDING CARDS FROM TWO SUCCESSFUL BUSINESS MEN

Joe Girard sold cars. He was honored by the Guinness Book of World Records for

being the “World’s Greatest Retail Salesman” for 12 consecutive years. He sold 1425

vehicles in his best year, and he sold 13,001 cars during his selling career--all at retail

(no fleet sales)--between 1963 and 1978. Joe sold an average of six cars a day!

What was Joe’s secret?

He built and maintained relationships. Joe sent 12 handwritten cards to each of his

customers every year. Employing two assistants out of his own pocket to write the cards

for him, Joe sent out nearly 13,000 greeting cards a month to his customers, celebrating

everything from Halloween to Groundhog Day. He created top-of-mind awareness by

keeping in touch with them. Each card had the same message, “I like you.” So on

Valentine’s Day, major holidays, anniversaries and birthdays, Joe’s customers received

a card in the mail every month, and his customers considered him to be a part of their

family.

Joe Girard proved, without doubt, that greeting cards sent with a heartfelt message

inspires customer loyalty. Of course, it wasn’t the paper or colorful ink that did the

trick. It was the man behind all of this who cared enough to recognize and honor his

customers’ birthdays, anniversaries and holidays. The simple act of sending greeting

cards aroused a sense of loyalty in his customers, and when it came time to refer their

friends and family to buy a car, it was always Joe they thought of first. The handwritten

cards were Joe’s secret weapon of success, as they built a positive emotional

connection that turned into endless referrals.



pg. 17

America’s #1 Sales Trainer and Bestselling Author of

“How to Master the Art of Selling Anything”

Tom Hopkins is a wildly successful sales trainer. He built his first career in real estate.

Because he understood that building relationships is what selling is all about, he began

early in his career to send thank you cards to people. He set a goal to send 10 thank

you notes every day to people he met, people he showed properties to, people he

spoke with on the phone, and people he helped to own new homes. By the end of three

years, 98% of Tom’s business was generated by referrals. The people he had

expressed gratitude to were happy to send him new customers as a reward for making

them feel appreciated and important.

Receiving a personalized card in the mail has a power that other methods lack.

This should be at the core of any follow-up system. Why? It says to your prospect

or customer that you’ve taken the time to recognize them as an individual and they are

important to you.

This is also a great way to differentiate yourself from your competition because so few

people bother to follow-up at all, let alone in ways that will impress prospects. If your

competition sends an e-mail or a mass-produced flyer and you send a card with a

heartfelt message inside, guess which of you is more likely to get the sale?

#3 SENDING PERSONALIZED GREETING CARDS




Example: I will put a plan in place to start sending my current customers greeting cards

and follow-up with my prospects by immediately sending them a “nice to meet you”

card.



pg. 18

SECRET #4

The More Personalized Your Card The Greater The Effect!

The more personalized your cards are, the more likely that they will never be thrown

away! Personalized cards are kept on display, which creates a top-of-mind awareness

you cannot buy with any amount of advertising dollars!

One of the best ways to personalize your cards is by using meaningful photos in your

cards. As they say, a picture is worth a thousand words!

Valuable Tip: Use photos in your appreciation cards and they will never get tossed!

For Car Salespeople: Create a card with a picture of your prospective customer in a car

that you know they would really like to own. Put your prospective customer in the

driver’s seat and snap a photo of them behind the wheel of their dream car.

For Realtors: Ask the couple you have spent the day with to stand in front of the dream

home they just found and take a picture of them.

Send them a card with that picture on the front, and a heartfelt message on the inside

that thanks them for their time. Personalize the message by mentioning something

meaningful that was discussed during your time together. Here’s an example: “I hope

your son wins his soccer championship game this weekend!”

They will never throw your card away, and they will take it around and show it to their

friends, family and co-workers … all great marketing for YOU!



pg. 19

If you do the kind of work that provides great “before” and “after” photo opportunities, be

sure to take comparative photos, with the customer’s permission, of course. At the end

of your work together, send your customer a thank you card with both photos

inside. Here are examples of some professions that will benefit from using before and

after photos:

Personal Trainers, weight loss clinics

Professionals doing cosmetic work (hair stylists, orthodontists, cosmetic

surgeons, makeover artists)

Pet Groomers

Home improvement professionals (remodelers, house painters, interior

decorators, landscape architects, lawn maintenance services, restoration

work, furniture reupholstering)

Professional Organizers

The possibilities are endless! Not only will they never throw your card away, but they

will show it to others, providing great word-of-mouth advertising for you!

Valuable Tip: When you send a “nice to meet you” card, include details in your card

that demonstrate you were paying attention to your conversation with the person you

just met. When you meet someone new, if you make a point of being more interested

(asking questions) than interesting (talking about yourself), you will have heard

something meaningful about them that you can include in your message. Here’s an

example of a basic message and one that demonstrates you were really listening:

David, it was nice to meet you. I hope our paths cross again soon.

OR…

David, what a pleasure it was to meet you this morning at the EBA networking

breakfast! Thanks for taking time to share information about your physical therapy

business. I will keep you in mind as I meet people who need your expertise, so I can

make appropriate referrals.

Congratulations on passing your exam and receiving your license! It must feel good

to have all that behind you. If there’s anything I can do to assist you, please ask!

I look forward to seeing you at future EBA events.

Adding a photo of yourself--along with your contact information--will help the recipient to

remember who you are.



pg. 20

Here’s an example of a card I sent after I met someone at a networking event.

When you send cards that include photos of your customers, prospects, yourself, your

product, your place of business, or your staff, you will increase the personal effect of the

card on the recipient.

And of course sending the cards in your handwriting will do the same.

Valuable Tip: Write a personal and heartfelt message when thanking someone for a gift

or thoughtful gesture.

When you write a personal note, are you just going through the motions so you can

check it off your to-do list, or are you sending a heartfelt message that will touch the

person you are thanking and make the recipient feel special?



pg. 21

As you write your message, use descriptive words that convey how receiving their gift or

support made you feel. Which one of these messages makes you feel most

appreciated and valued?

Carol, thank you for the gift.

OR…

Carol, thank you for the wonderful book you gave me. I appreciate the time and

thought you put into selecting a book that you knew would speak to my heart and

mind. You are so thoughtful, and I appreciate our friendship.

This changes your card from being okay (and expected) to great (and unexpected).

Whatever you write, it must be sincere. Adding a photo of you holding their gift would

make it even more memorable.

Valuable Tip: When writing a message that will go out to multiple recipients, a great

way to make your message feel more personal is to imagine your favorite person as you

draft the message.

Write it to that one person. If your message is too personal, you may have to edit it a bit

before sending it out to the masses, but it will sound more personal than if you wrote it

without a specific person in mind.

Valuable Tip: Make your message about the recipient, not about you.

As much as possible, use two of the most powerful words in the English language:

YOU and YOUR. After you finish writing your message, go back through and look for all

of the times you wrote “I’ and see if you can turn that into a YOU or YOUR. In other

words, make it about them. Example: “I will provide…” becomes “You will receive...” To

make your card even more personal, include a gift or a gift card as a special thank you.

#4 THE MORE PERSONALIZED, THE GREATER THE EFFECT




Example: I will start using my smart phone to take pictures of my customers (with their

permission) and ask for their birthday and mailing address. If they ask why, I’ll tell them I

like to stay in touch with people I meet by sending birthday cards.



pg. 22

SECRET #5

Leverage Your Relationships and Build Opportunities

The following represent a partial list of relationship-building opportunities for you to

reach out in kindness to others. Remember that people don’t care how much you

know until they know how much you care. You can automate and personalize

follow-up cards for each of these situations:

Prospect follow-up (thank you)

Networking event follow-up (nice to meet you) –see card sample on page 20

Seminar follow-up (thanks for participating)

Meeting follow-up (thanks for your time)

Keep-in-touch (until the prospect is ready to buy)

Customer welcome (thank you)

Customer ongoing appreciation

Customer referral thank you

Thank you for your service (sent to those you do business with)

Invitations to events

Holiday cards (Thanksgiving, Christmas, New Year, Valentine, etc.)

Birthdays and special occasions

Encouragement, sympathy, get well

Celebration, congratulations



pg. 23

By maximizing your opportunity to send cards for multiple situations, you will easily

maintain your relationship while improving your results, provided that you don’t mix

these kinds of heartfelt cards with a marketing message.

Valuable Tip: Reach out in the spirit of building relationships first (80% of the time) and

marketing second (20% of the time).

Here’s an example of what that mix might look like if you were to send five cards during

the year:

Thank you for expressing interest in our services

Birthday card

Holiday card #1: Valentine

Holiday card #2: Thanksgiving

Marketing card that includes valuable tips and a discount offer

Valuable Tip: Everywhere you go, be sure you carry a supply of “blank” business

cards with you.

This way, when you meet someone who does not have their business card with them or

whose business card does not include their mailing address, you’ll have a way to collect

their important contact information so you can send a “nice to meet you” card or a

birthday card.

Always establish rapport before asking for this information. Then tell them that you

send birthday cards and would like to have their mailing address and their birthday.

These blank cards are easy to print on card stock. Contact me to request access to the

template I use (10 cards per page): [email protected]

mailto:[email protected]



pg. 24

Valuable Tip: Always send a birthday card!

It may be the only one that someone receives. In today’s world, people tend to send e-

cards, text messages, and Facebook posts to wish someone a happy birthday.

Receiving a card in the mail has become rare. Because of that, when you send a

heartfelt birthday card with no other agenda (no pitch for your business), they will never

forget you! This is well worth your effort!

My friend, DeMarr, tells the story of how his parents bought insurance from a man who

sent every single member of the family a birthday card every year. When DeMarr was

old enough to move away from home, the birthday cards kept coming. This insurance

salesman went to extra effort to track each family member down and update the mailing

address when they moved, so he could keep them on his birthday card list. When

DeMarr was old enough to buy his own insurance, guess who he called? This

insurance salesman built a huge business, and this was his only form of “advertising.”

Valuable Tip: Send creative and memorable thank you cards.

Let’s say that you had lunch with a prospect or a customer. You ask your server to take

a photo of you sitting together at lunch, and you make a mental note of things you

discussed. Create a thank you card with that photo on the cover. You might even

include a thought bubble coming out of your head with something profound or humorous

that was said during lunch--whatever will make your card memorable!

If you don’t have a picture of the person you had lunch with, think of something else you

could put on the card that would be meaningful. Let’s say that your lunch guest is really

stressed about something coming up and you want to offer reassuring support. You

know that he loves Abraham Lincoln, so you find a picture of Lincoln and include an

encouraging quote in a voice bubble coming out of Lincoln’s head: “Larry, the best

thing about the future is that it comes one day at a time.”

Here’s a great source for quote ideas: BrainyQuote. To make really fun cards, visit

Photofunia, filled with great ideas and free graphic tools that you can include in your

cards.

https://www.brainyquote.com/

http://photofunia.com/



pg. 25

#5 LEVERAGE YOUR RELATIONSHIPS AND BUILD OPPORTUNITIES

Take a few minutes to jot down any insights you’ve gained and identify at

least one action step you will take to generate more business and

increase revenue.

Example: I will start looking at ways I can become more organized in my effort to

become consistent in my follow-up. I definitely need a system.



pg. 26

SECRET #6

A Customer Relationship Management System is Essential for Effective Follow-Up

In today’s business world, the old “Contact Management System” has changed and is

now more commonly referred to as a CRM, or “Customer Relationship Management”

system. Whatever word you choose to use, it is designed to streamline and automate

your business activities. Many CRMs are now “cloud based,” making it easier for you to

capture contact information the first time you meet someone.

There are many opportunities for you to meet new people and begin building a

relationship with them. Over time, these relationships will turn into new business and

great referrals for you.

In order to separate yourself from others in your field, become known for remembering

your prospect and customer birthdays, special occasions and significant dates (like the

anniversary of when they started doing business with you). To do this, you’ll need to

maintain a database with customer information and important dates, including a

reminder system for an upcoming anniversary or birthday.

Social Media



pg. 27

Until now the enormity of tracking all of this valuable information seemed overwhelming

to many business owners and this alone has kept most from even trying to consistently

connect on such a personal level with their customers. Most have just given up!

Today, this problem has been eliminated with automation. Now you can have a system

with built-in reminders that send you a message when it is time to honor a customer’s

birthday, anniversary or special occasion, or you can automate the process for a whole

year without receiving the reminders.

You need a Customer Relationship Management system that allows you to keep track

of the data all in one place, including a “notes” area to enter information about

conversations you’ve had with customers and prospects. You need to have a way to

remember and track the results of phone calls, meetings, emails, text messages and

cards. This is essential because prospects do not typically buy your product or service

after the first contact. In fact, the average customer needs 5-12 contacts before they are

ready to do business with you.

The system I use to keep track of contacts is web-based, which means I can access my

contact information from anywhere in the world with an Internet connection and a

password to my account.

My system also keeps a record of every card and gift I’ve ever sent in my stored

contacts area. And an added feature is the ability to segment into groups. I can create

all kinds of different groups based on my relationships with people.

It’s very important that you have a CRM system that’s easy to use and gives you the

output you’re looking for, whenever and wherever you need it.

#6 A CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SYSTEM IS

ESSENTIAL FOR EFFECTIVE FOLLOW-UP

Take a few minutes to jot down any insights you’ve gained and identify

at least one action step you will take to generate more business and

increase revenue.

Example: I will evaluate my current CRM system to determine if I need to

look at using something easier that includes the follow-up reminders I desperately need.



pg. 28

SECRET #7Powerful Automation Creates a

Cost-Effective Follow-Up System

I’ve shared several ideas with you about ways you can build strong and lasting

relationships with important people in your life. I know you understand the importance

of staying top-of-mind with your customers and prospects.

As someone who has been in business since 1995, I understand the challenges of

wearing the many different hats required and juggling the multiple tasks associated with

keeping a business running and profitable. So how do we effectively follow-up and stay

top-of-mind in a way that is affordable and doesn’t take a lot of time?

If sending greeting cards with a heartfelt message has proven to be the best means of

following up and building customer relationships, why don’t more people send cards?

Three main reasons people don’t send cards:

Time: It is inconvenient and time-consuming to drive to the store, pick out cards,

stand in line to pay for it, address it, hunt for a stamp, handwrite the message inside

the card, and drive to the Post Office to mail it.

Cost: Cards typically cost $3-8 each at the store, plus the cost of gas and time to

drive to the store and the Post Office.

We forget. Birthdays and important occasions are hard to keep track of without a

system to help us remember when it’s time to send a card.



pg. 29

Having an automated system to print and mail personalized messages for you is the

answer to these challenges and to creating an effective follow-up and customer

retention system.

The system also needs to be able to send out multiple personalized cards at once in

order to allow you to mail cards to your entire list at one time, or targeted subgroups of

that list.

Such a system will become an enormous time-saver that enables you to set up

campaigns with different messages to different subgroups, all going out in the mail on

specified dates…similar to an email auto-responder, but with much more personal

impact than an email.

COMBINING HIGH-TECH WITH HIGH-TOUCH

Imagine the effect of integrating the automation of an email drip marketing campaign

with the personal touch of sending specific, targeted greeting cards to prospects and

customers, each containing a personalized salutation!

By now you are probably saying to yourself, “That sounds great, but I don’t have the

time, money or patience to make a personal card follow-up system like that work!”

About the personal handwriting issue….What if you found an automated system such

as the one described above that also sent out your cards in your own handwriting

without you having to actually take the time to write each message individually?

At this point you may be asking, “Does such a system exist?” Well, I was determined to

find one that met all these requirements and I was successful in finding a system that

does all of the above, and more! I have been using it in my own coaching and

consulting business with phenomenal results since 2005.

WHAT ABOUT THE COST?

What if you sent one card every other month to your top 50 customers and referral

partners throughout the year? Example: a birthday card, three thank you cards, a

holiday card, and a card that included valuable tips or information that may be of benefit

to them. The result over the following year would be:



pg. 30

1. Increased top-of-mind awareness

2. Differentiation from your competitors

3. Building solid, positive relationship with your customers

4. Making your customers feel appreciated

5. Increased customer loyalty and retention

6. Increased referrals

With the automated greeting card system I have been using since 2005, the total cost

for sending six cards that automatically get mailed over the next year is less than $10

per customer, including postage and labor.

CONSIDER THIS

1. What would you pay for an impersonal advertising or marketing campaign

to generate cold leads over the next year? Advertising is expensive and

generally offers a very low rate of return on your investment.

2. What is the cost of doing NOTHING? Remember, for every month your

business is not in contact with your customers, you lose 10% of your influence

with them.

MY PERSONAL EXPERIENCES

Real Estate Agent

In 1986, when my husband and I bought our first home, we sold it three years later

and moved across town. When it was time to sell our first home and purchase a

new one, we did not call our previous Realtor because he never bothered to build

any relationship with us or express appreciation for the business we gave him three

years prior. Would we have hired him again if he had stayed in touch over time?

Most likely, yes. We liked him and he did a good job. But we could not even

remember his name three years later, so we hired someone else.

Had this Realtor kept in touch with us, he could have received a commission for the

sale of our first home and the purchase of our second home!

Window Washer

In 2009 I had a big birthday party (okay, my 50th) and I decided to get the windows

cleaned throughout our home before the big bash. I hired a man who did a great

job. I also found out that he did other work I might want to hire him for, such as

pressure-washing mossy walkways and cleaning the roof and gutters.



pg. 31

As he was finishing his work, I asked him if referrals would be meaningful to him.

He said, “Oh, absolutely! I love referrals! Right now I am working six days a week

and I can hardly keep up with all the work I’m getting, but my goal is to attract even

more business so I can afford to hire someone else to help me. I look forward to a

day when I don’t have to work so hard!”

I asked him what he was doing to be remembered and to attract referrals. His

response, “Well, I just hope that people like my work and will invite me back and tell

others about my services.” He had no keep-in-touch plan in place.

I gave him this suggestion: “What if you were to send out four cards a year to your

happy customers? One could be a thank you card for their business, a birthday

card, a holiday card, and a marketing card with a valuable free tip included.”

I showed him the system I was using to keep in touch with my clients and referral

partners. I explained how he could set up a four-piece campaign once—set it and

forget it--and those cards would automatically be mailed to his customers

throughout the coming year, with no additional effort on his part. Here’s the

suggestion I gave him for sending a marketing card with a free tip included…

Hi (First Name)!

Happy Spring to you! I hope you have survived the harsh winter we just had and

are looking forward to warmer weather as much as I am.

You may find that the sun rays heighten your awareness of all the grime that has

accumulated on your windows over the winter. I thought you might enjoy having

the recipe for my streak-free window cleaning solution that I used on your

windows the last time I was there:

Mix together and put in a spray bottle

1/2 Cup of Vinegar

1/2 Cup of Rubbing Alcohol

2 Tablespoons of Cornstarch

2 Cups of Water

If you find that you don’t have time to clean the windows yourself, I would be

delighted to assist. Give me a call and we’ll schedule an appointment that is

convenient for you.

(Your name, company name, contact info here)



pg. 32

His response: “That sounds really great, Kathy, but I’m just too busy and I don’t have

the time to do that!” This from a man who told me that he was working six days a week

and wanted more free time!

Remember…if we keep doing what we’re doing, we’ll keep getting what we’re getting.

I have never heard from this window washer since 2009. Last year I hired someone

else to clean all the windows and to pressure wash the walkways around our home. I

often wonder how much time and money my previous window washer is putting into

attracting new customers, rather than putting an automated system in place that would

help him stay top-of-mind with past customers who already know, like and trust him and

would provide him with repeat business and great referrals.

Which kind of business professional do you choose to be? Will you be a person

who does one sale and rarely follows up, despite good intentions? Or do you choose to

be the person who builds solid relationships that will propel your business to levels

you've never experienced before?

Of course, there are some non-automated ways to create a follow-up and retention

system. They will require a greater investment of your time and will most likely cost you

more money in the long run.

Any effort, no matter how small, will make a difference in your business. However, if you

are ready to fully utilize the power of automating a personalized greeting card system

you will want to check out the cutting edge system I have been using since 2005.

We don't plan to fail, we fail to plan! How many satisfied customers have forgotten

about you? What plan do you have in place to build the relationship and stay top-of-

mind? The last chapter of this book shares business success stories from people using

the automated keep-in-touch system mentioned in this book.

#7 POWERFUL AUTOMATION CREATES A COST- EFFECTIVE

FOLLOW-UP SYSTEM




Example: I will evaluate what I’m currently using and then connect with Kathy to find out

more about the system she has been using.

https://www.timetrade.com/app/td-77370/workflows/ws8xq/schedule/welcome?view=full&fs=1&wfsid=b07a7e11-baba97f6-b07a7e17-baba97f6-00000002-0pbt2foomcvs7o4gvb9juujblr9i4k8g



pg. 33

About the Author

Since 1995, Kathy Paauw has been at the helm of her thriving

coaching and consulting business, offering services ranging

from productivity consulting and training to personal and

business coaching.

Kathy has worked with many business owners and

professionals over the last 20 years to help them de-clutter

their schedules, spaces and minds so they can focus on

what’s most important. She is the author of the award-winning book The Music of Your

Heart.

In 2005, some personal events tumbled her life upside down and prompted her to

completely reorder her priorities. During this tumultuous time, Kathy discovered a way to

bring new joy into her life by focusing on what she was grateful for. She started a

practice of beginning each day by expressing gratitude to someone she cared

about. She continues this practice today, and she teaches business professionals

about the power of expressing gratitude to others.

Kathy specializes in working with small business owners, entrepreneurs and

independent professionals, sharing one of her areas of expertise in relationship marketing. Expressing gratitude is the cornerstone for building lifelong relationships that result in generating more business and more money, regardless of what industry or

profession you are in.

Kathy’s home base is in Seattle, Washington. In addition to running her own company, she is a wife, mother, singer, author, trainer, and community volunteer.

You can follow Kathy at Facebook.com/OvercomeOverwhelm

http://www.themusicofyourheart.com/

http://www.themusicofyourheart.com/

http://www.relationshipmarketingqueen.com/

https://www.facebook.com/OvercomeOverwhelm



pg. 34

A Special Invitation Just for You!

Do you want to be in the position of constantly searching for

prospects, hitting the streets and going to endless networking

events, cold calling, or always chasing another new lead? Or

would you rather focus on building relationships, creating loyal

customers for life, and effortlessly getting referrals from your

happy and loyal customers who feel valued by you, and whom

you consider to be your friends?

You can change the way you operate and take your business to the next level, where

you no longer have to prospect because you have built your business by referrals from

your lifelong customers — like Joe Girard and Tom Hopkins did.

Imagine having an automated customer and prospect follow-up system in place that

helps others remember you as someone who cares. Imagine having a steady flow of

customers who are eager to do business with you when the time is right for them, and

who are delighted to refer family, friends and colleagues.

Visit www.ConnectWithKathy.com to schedule a private no-obligation 30-minute phone

consultation with me. During the call, you can test-drive the follow-up system I have

been using since 2005. I’ll answer any questions you have and I’ll share some

strategies and tools that will help you keep customers for life and create raving fans that

will generate an endless stream of referrals for your business!

If you’d like to share some of these follow-up strategies and tools with others you work with, please invite them to participate in my free Relationship Marketing webinar at www.OrgCoach.net/webinars. Of course, you can also invite others to visit www.OrgCoach.net/shop/ and request a free copy of this eBook.

Now that you have taken the time to read through the 7 Secrets to Fabulous Follow-up,

it’s time for you to take action!

To your success,

KathyKathy Paauw

[email protected]: 425-881-6627

http://www.connectwithkathy.com/

http://www.orgcoach.net/shop/

mailto:[email protected]

http://www.OrgCoach.net/webinars



pg. 35

Business Success Stories from people using the automated keep-in-touch system mentioned in this book.

Treat Clients as People First!

I have been sending cards in my business for years. I had to share that my assistant

sent a client a note to wish her mother well with a healing angel. The client saw an

employee at the grocery store and was in tears after telling her how touched she was

getting the thoughtful card and angel. This is the power of being thoughtful now!

Appreciation, Gratitude and nurturing are needed the world is craving it. You can’t

unsubscribe from a greeting card! - Kim A., Insurance Broker

————————————————————————————————————————

Schedule Appointments with Ease!

I met an art gallery owner at a networking function, just before Thanksgiving, who was

very interested in flowers for her gallery. Being a florist, I was so busy for Thanksgiving

that I wasn’t able to contact her. Thanksgiving morning, I popped on the computer and

sent her a card, including a photo of one of my arrangements I thought she would

enjoy. The Wednesday after Thanksgiving, I called her and got a warm reception. It

was very easy to set an appointment with her to meet. - Karin C., Florist

————————————————————————————————————————

Card Gets Attention Where Email Doesn’t!

Recently I was trying to get the attention of a well-known internet marketer. I tried

sending him email for over a month with no response. Finally I sent him a card. 5 days

later I got an email from him thanking me for the card and asking me to call him!

- Jack B., Orlando FL



pg. 36

Top-of-Mind Awareness

As Director of Business Development at Applied Advertising I was able to use your

follow-up system as an innovative marketing tool. It provides me with the ability to keep

my name and services in front of our clients in a way that my industry has never utilized.

My clients appreciate the personalization of each card and look forward to seeing how

creative I can be for their next card. - Ross J., Director of Business Development for

an Advertising Agency

Thank you so much for sharing this wonderful system with me. It has saved me so

much time and has given me an easy way to get organized and stay in contact with my

clients, which results in more sales!! About a week ago three clients came into my

branch thanking me for the lovely card I had sent them, and they said that when they

received the card it made them think about how they needed to come and see me!!! I

opened a new business account and did two home equity lines of credit! This system is

already paying for itself, and I look like a HERO! Thanks a million! - Christina

L., Personal Banking Officer

————————————————————————————————————————

Business Launching Tool

I started using your amazing follow-up system in December of 2004. As a business plan

writer, I have incorporated it into every new business I have helped launch from

restaurants to gift basket businesses, to mortgage companies. Every single user I have

trained who put your system into action saw incredible growth in their business. I have

not missed a birthday or anniversary to everyone important to me. It has improved many

relationships with people who thought I was too busy to care. Your system has

improved my life in ways I never thought possible. - Tony S., Business Plan Writer

————————————————————————————————————————

Customer Appreciation

For years, our company has been talking about ways to keep in touch with our

customers. We’ve thought of sending “Thank You” cards…. but no one had the time to

follow through. We discovered your system and have easily uploaded our customer list

to the contact manager. Now, when a customer places an order, we send a Thank You

card. It takes a few seconds. Customers have been calling us, thanking us for our

thoughtfulness. - Karen S., Arkansas



pg. 37

The Power of Expressing Gratitude

I built my real estate business to a 98% referral business using thank you notes. Your

greeting cards are fabulous and I highly recommend them to anyone who wants to build

their business and enjoy a greater degree of success. - Tom Hopkins, International

Sales Trainer and Renowned Author

In 2008 I took my Real Estate Brokerage from 5 offices and 47 agents to 14 offices and

300 agents simply by using your system, which we call “Random Acts of

Cardness.” We are on pace to sell $1 Billion of Real Estate in 2015--a 41% increase in

2 years, thanks to the system we have been using to express gratitude and stay in

touch with our clients and other important people. -- Jay McHugh, Real Estate Broker,

Massachusetts

After every bus trip I drive, I send the person that hired me a “thank you” card. My

“thank you” card is short and sweet. I had a two-trip order from a lady that only takes the

“lowest bidder” for her trips. The low-bid company she contracted with backed out of the

deal. I got the trips because I had equipment available, and she paid my higher

price. First trip she was not really very friendly (maybe because she had to pay me

more). I sent her a thank you card after that trip. About eight days later I picked her up

for the second trip. When she got on my bus, you would have thought I married her

sister!! She went on and on about the “thank you” card she got from me. She posted it

on the company bulletin board for all her employees to see. She was a different

person…open and friendly. She let me look at her entire transportation package, worth

over $100,000 a year, and I got her business! A $1.42 thank you card (including the

postage) resulted in opening the door for a nice contract. NEVER underestimate the

power of saying thank you with a card. -Tom P., Entrepreneur, Wake Forest, NC

———————————————————————————————————————

Great Tool for Network Marketing Professionals!

I have been a Network Marketing rep for a year and a half now. I had been using the

postcards from my company to keep my customers updated about specials and to find

out if they needed anything from me. I never would hear anything from them. Well, I

was introduced to your follow-up system about a month ago. I really did not think that I

would receive a response from any of my customers because I had not heard from them

in the past. Well, one morning I went to check my email and had a thank you for the

card from one of my customers. I was so surprised and shocked. What a gift to my

business! -Natalie A., Georgia



pg. 38

Deciding Factor in Getting Hired for a Job!

I had gone for a job interview recently, and when I got home I wrote a thank you note for

the interviews and sent them off using your system. I sent one to the Operations

Manager and another to the HR Manager, and almost as a second thought, to the

admin who picked me up at the lobby, made sure I had water, knew where the

restrooms were, etc. Normally I wouldn’t have bothered sending one to the admin since

we only interacted about 5 minutes total, but since your system is so simple to use, I

thought, “Why not?” I simply changed the name, kept the same address, picked out

another card, and mailed it off at the same time. It took me about 45 seconds more than

it did to do the first two.

I just got a message back that the cards were a deciding factor on differentiating me

from the rest of the applicants that were interviewed, especially the one to the admin

who really wasn’t part of the interview process. They were impressed with my follow-

through, but more impressed that I had recognized someone outside the formal

process. And they specifically mentioned that the cards were in my handwriting – only I

know that it was done remotely via my personalized handwriting font! I may land my

dream job because of it – and I just want to thank you again for introducing me to this

wonderful product that helps me stand out from the crowd. - Mary M., Austin, TX

————————————————————————————————————————

Pastor’s “Divine” Tool for Reaching Out to Show He Cares!

Recently I began pastoring a small church. We had a couple visit our church & provided

us with their contact info. Most pastors send a form thank you letter to guests, thanking

them for attending & inviting them back. Well I sent them a personalized thank you card

with my signature & a two-pack of brownies. Last night that couple was at church &

tearfully expressed their gratitude for the brownies. The husband expressed how hurt

they had been lately by another church & the brownies showed that I & the church really

care. As they were leaving the church he said, “Pastor, keep sending the brownies.” I

think I will take his advice. Those things seem to be divine. -Corey O., Baptist

Church, New Orleans



pg. 39

Holiday Cards on Autopilot!

Last year, it took me over 3 weeks to hand address, and write out my Christmas cards

for my customers, prospects, friends and family. This year, I used your online card

service. I sent 2 times as many cards, included photos with them, and it took me all of

30 minutes. I am so thankful I found this great product. In addition, I found I could earn

income with it as well. I know, that’s hard to believe. I feel like I’ve died and gone to

heaven. -Diane W., Tampa, FL

———————————————————————————————————————

Great Exposure for Professional Speakers

Al Lautenslager, speaker and co-author of the best-selling book "Guerilla Marketing in

30 Days" shares a story about how he used an automated greeting card system to mail

out a series of three cards to 200 hand-selected individuals who fit his ideal client

profile.

The first card mailing resulted in a speaking engagement that paid him $7700. The

second card mailing resulted in another speaking engagement that brought him another

$6000. In total, that three card mailing brought Al $30,000 in speaking engagements,

while it cost him just $600 to mail the three cards out to the 200 carefully selected

people.

7 secrets to fabulous follow-up€¦ · 07/06/2017 · keep customers for life and create raving...

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