Here's a painful truth: You're probably losing money right now. Not because your service isn't good enough, or your prices are too high, or your competition is better. You're losing money because you're not following up with potential customers properly.
Studies show that 80% of sales require 5 follow-up contacts after the initial meeting. Yet 44% of salespeople give up after just one follow-up attempt. For local businesses, this gap is even wider.
Think about it. Someone calls asking about your services. You give them a quote. They say "let me think about it." Then... crickets. You assume they went with someone else, but the reality? They're probably still thinking about it, waiting for someone to guide them to a decision.
Most local business owners I talk to have the same story. They start strong with new leads, but then daily operations take over. Existing customers need attention, emergencies pop up, and that potential customer who "needed to think about it" gets forgotten in a pile of sticky notes.
The problem isn't laziness – it's lack of system. Without a clear process, follow-up becomes another task competing for your already limited time. And when you're choosing between helping a paying customer and chasing a maybe-customer, the maybe always loses.
Here's what typically happens: You meet with a prospect, send a proposal, maybe make one phone call, then move on. Meanwhile, your competitor who has a systematic approach stays top-of-mind and wins the business three weeks later.
Let's do some quick math. If you typically quote 20 jobs per month and close 25% (5 jobs), you're leaving 15 potential customers on the table. Even if a proper follow-up system only converted 20% of those lost leads (3 more jobs), that could mean thousands in additional monthly revenue.
For a business averaging $2,000 per job, that's $6,000 extra per month. Over a year? $72,000 in revenue that's currently walking out the door.
But it gets worse. Those customers you don't follow up with? They're not just lost revenue – they're going to your competitors. And if those competitors do a good job, those customers will refer their friends and family too.
Here's the good news: You don't need expensive software or a dedicated sales team to fix this. You just need a simple system that runs on autopilot.
Step 1: The 24-Hour RuleWithin 24 hours of any quote or initial meeting, send a personal follow-up message. This isn't a generic "thanks for your time" email. Reference something specific from your conversation. "Hi Sarah, I was thinking more about what you mentioned regarding the cold spot in your living room..."
Step 2: The Value-Add SequenceDays 3, 7, and 14: Send helpful information, not sales pitches. Share a relevant article, a maintenance tip, or answer a question they had. The goal is to stay helpful, not pushy.
Step 3: The Decision-Point Check-InDay 21: This is your direct ask. "Hi Sarah, I wanted to circle back on the heating solution we discussed. Do you have any questions I can answer to help with your decision?"
Making It AutomaticSet up simple reminders in your phone or use a basic CRM. When you quote a job, immediately schedule these four follow-up touchpoints. Treat them like appointments with yourself – non-negotiable.
The Follow-Up Scripts That ConvertKeep it conversational and helpful:
Tracking What WorksKeep a simple spreadsheet: Lead name, quote date, follow-up dates, and outcome. After three months, you'll see patterns. Which follow-ups get responses? How long does your typical sales cycle take? This data helps you refine the system.
The beauty of this approach? It works whether you're a one-person operation or have a small team. It's not about being pushy – it's about being present when your customers are ready to buy.
Ready to stop leaving money on the table? A systematic approach to follow-up could be the difference between a good year and a great year for your business. Want help building a follow-up system that fits your specific business? Let's talk. Book a free 30-minute strategy call with CREW Marketing and we'll help you create a system that turns more leads into customers – without the overwhelm.
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