Fortune is in the Follow-Up targets entrepreneurs and small business owners who want to grow their client base. Heidi Sloss outlines a plan to improve the conversion rate of prospects to clients. She wants to see your networking contacts moved out of business card limbo, and turned into paying customers. Her method contains “five power strategies to reinvent your marketing.”
Sloss’ first power calls for businesses to define their target market, and develop a marketing plan. She provides advice on narrowing the target market for the best results. For instance, make sure the chosen market can afford your product and services. Don’t attract inquiries from people who can’t afford your product.
She wants your marketing campaign to define the company’s niche and stake a claim on a particular expertise. This separates the company from the pack, and experts can charge more for their services.
Throughout the book, Sloss provides action items and templates to assist the reader in carrying out the power strategies. For instance after the chapter on defining the target market, she includes a bonus section on making a marketing plan. She also has included a bonus section on networking. Entrepreneurs should do more than read this book. They should do the action items.
The pivotal power strategy focuses on “find the fortune in the follow-up,” and build relationships. It’s great to network, attend meetings and collect business cards. However cards are worthless if they end up in a stack on the desk never to be viewed again. Use the cards’ information to grow your company.
Sloss says use the contact information to develop relationships, and get new clients. Treat each card as a prospective client and a referral service. Build a relationship with the person behind the name on the card. They could recommend clients in need of your services and eventually become customers themselves.
Her fourth power strategy advises you to get back to business basics. Your company should stress providing “stellar customer service.” Do market research to determine if your company satisfies the clients’ needs and solves the clients’ problems. Many companies and employees have forgotten the meaning of customer service.
The last Power Strategy – Why Mindset Matters will benefit everyone. At some point in a person’s career, they will become negative and overcome with rejection. People fear failure. Sloss provides lots of anecdotes to help defeat these doubts and get through the doldrums. If you don’t think you’ll succeed, you won’t. She gives a good pep talk, as a business coach should. Read this section and reread in the future as needed.
Fortune is in the Follow-Up emphasizes a commitment to targeted marketing and building relationships with the people you meet. Stay in touch with your customers, and “find the fortune in the follow-up.” Remind former customers your company exists, and you can solve their problems. Sloss’ five power strategies will assist you to grow your business and acquire more clients.
Sloss’ credentials include over 32 years experience as an entrepreneur and sales professional. She now mentors other entrepreneurs in growing their business, closing sales and gaining clients. Sloss has presented her techniques at over 200 conferences.