Persistence Pays Off: Follow Up, Follow Up, Follow Up
While reaching and converting a lead on the first try is ideal, this usually is not what happens. You have a long list of leads to follow up on. While it may seem like 1 or 2 calls are enough for each lead, that typically is not the case.
According to LeadSimple’s article on follow-up strategies, the number of follow-up attempts made to a lead affects the probability of making contact with the lead. Studies showed that calling a lead 3 times is 68% more effective than calling only once while calling 6 times resulted in 94% more success. Keep in mind, though, that while 6 calls lead to higher success, these calls should be spaced out and not be made all in one day. Creating a follow-up schedule over a few days that includes a mix of calls, text messages, and emails can increase your chances of contact and conversion rates. In this month’s newsletter, we discuss how persistently following up increases your chances of contact and conversion, and how you can make sure to follow up in the best ways to maximize your leads.
The Impact of Follow Up
An article by Leadsimple on effective follow-up strategies tracked how contact attempts related to actual contact and lead conversion. As mentioned, 6 calls to a lead resulted in 94% higher success than making a single contact attempt. At the higher range, 10 calls resulted in a nearly 100% rate of contact, as the odds of other agents making another call go down with each call you make.
However, the same research showed that the number of leads contacted after 6 calls were 45% less likely to be converted than those who were contacted prior to that point. This means 6 calls is the sweet spot for contacting a lead. This does not mean that you should give up after 6 calls, but it does mean that you should maximize your follow-up efforts in the first six points of contact to raise your chances of turning a lead into a client.
So, what should you do to make sure your follow-up attempts are successful?
Create a Plan for Follow Up
Making a detailed plan for follow-up on leads will help create consistency and ensure that no lead goes unutilized. Map out when to make contact, what methods you will use, and how often you will follow up. By doing so, you create easy guidelines for your team to follow, and you make sure that everyone is doing what is necessary to follow up with leads.
Re-evaluate your plan every so often, and have a discussion with your team about any observations and suggestions for tailoring the plan to meet changing circumstances and needs. Encourage employees to come to you with any questions or notes so that you can make sure your follow-up schedule is consistently up-to-date.
Utilize a Variety of Contact Methods
While your chances of lead contact increase as you make more calls, you should not rely solely on phone calls. Studies have shown that using different methods of outreach increases success. So, by combining persistent follow-up with using different methods of contact, you increase your chances of success even further.
Use calls, texts, email, and social media in your follow-up methods. This works for several reasons. First, many people are unwilling or too busy to answer phone calls. By using all types of contact methods, you increase the chances that you will reach a lead in a way that will encourage them to respond. It also allows you to create automated systems for contact, making follow-up easier for your team. You can set up automated texts and emails to be sent regularly, in addition to periodic phone calls. Having contact availability through your websites, such as contact forms or automated chat abilities, will also allow people to contact you on their own time from the comfort of their phone or computer.
Take Note of What Methods Are Effective for Your Firm
As you continue your follow-up journey, make sure to note what works and what doesn’t for your firm. Ask yourself the following questions, and document the results:
- What method of contact has the highest chance of resulting in contact with a lead? Is it text message, email, or phone call?
- How many attempts, on average, leads to the highest rate of contact for your firm?
- When a lead is converted, how many times, on average, have you made contact, and with what methods?
- How often do leads contact you themselves, and through what methods?
- What days of the week and at what times are people most likely to answer?
Take note of this information so you can adjust your plan accordingly. For example, if you find that most leads respond to text messages, consider throwing in an extra text or two as part of your first few contact attempts. Continually re-ask these questions and change your plan as needed to respond to any developments.
Don’t Give Up
You may think that you should stop contacting a lead after a certain point. However, this is anything but true. According to LeadSimple’s article on follow-up methods, follow-up efforts should extend up to one year. You can gradually decrease contact efforts from a few times a week to once every week or every other week, but you should not give up until you are explicitly told that someone is not interested or wishes for you not to contact them.
Some people are busy, and a lack of contact does not necessarily mean that they cannot be converted. It may just take some persistence on your part. As your efforts continue, other companies are likely to have given up. For a lead that is still viable, this could demonstrate that you are dedicated to securing their business and helping serve their needs, while other firms are not.
Leads Are Important to Your Business — Make Sure You Are Using Them!
Make sure you utilize the leads you pay for by continuing to follow up. You will not only get ahead of the many who studies show fail to make contact at all but of those who give up after only a few contact attempts.
At Legal Brand Marketing, we specialize not only in generating leads for your firm, but also in talking you through implementing a brand strategy that makes sure you utilize those leads effectively to maximize firm business. You owe it to your business to follow up on each and every lead in the most effective way to generate as much business as possible.
Contact Legal Brand Marketing for questions about lead conversion success or if you need help implementing lead conversion strategies for your firm.