We want everyone who inquires about our businesses to become repeat clients and share with us referrals, right? Unfortunately, though, while big, multimillion-dollar conglomerates keep in touch with their customers through advertisements, direct mail, and e-mail campaigns, most small business owners and entrepreneurs seem to miss that step, either due to lack of money or knowledge about how to do so. I run into many solopreneurs who are out at networking events with the goal of acquiring business – yet 95% (or more) of them don’t even follow up with those contacts, much less begin a communications campaign.

The Sales Funnel
In the sales funnel, people can enter at any point. They can come in as a cold lead at the top, or somewhere in the middle as a sold inquiry, or even as a referral from a trusted source. Most business owners would love to have mostly referrals because those clients are easier to close, given that they received a strong endorsement before ever making contact with the business.

The disconnect in the small business world is that entrepreneurs are so harried they don’t have time or know-how to measure their numbers of inquiries and conversion rates to customers. And they rarely have time to build a strong, strategic marketing communications plan. Both of these aspects are essential in turning leads into clients and referral partners.

Communications Strategy
First and foremost, you need to follow up with people you meet. That sets a tone and starts to build a relationship – and we all know we do business with those we know, like, and trust. Then you need to stay in touch with your database. We all meet a lot of people in our daily lives, and we’ll forget them if they’re not top of mind. At least once a month you should be making some contact with your clients, inquiries, and prospects. If you get them all with a blanket approach, at least you’re making contact, but you’re not really pushing them to do anything. The better approach is to segment your list and market to them accordingly.

Keep track of your database in groups, such as prospects (you picked up their card), inquiries (they asked about what you do), and clients (they’ve made a purchase). That way you can push each group into the next level in the funnel. If you were on the receiving side, wouldn’t you feel funny if you got an e-mail asking you to buy when you just recently made a purchase? The same would hold true if you were asked for feedback on a purchase you hadn’t yet made. Customers feel more valued when you’re speaking the THEM rather than to the masses.

You’re certainly not going to push 100% of your database through the funnel to become clients, but your ratio will definitely increase when you open communications – with intent. Then remember to stay in touch with clients to ask them for referrals and additional business based on your industry. You’ll see a dramatic increase in business by staying top of mind and asking for what you want.