The Art of Follow Up

By Maxine McBride

Everyone is networking these days and it is a refreshing sight. We are building relationships and laying the groundwork for new business. And while networking is a strategic business development tool, I always encourage smart, savvy business professionals to follow up. There is a certain art to following up with new acquaintances or rediscovered relationships, and you know it’s an art because most everyone can recall a well-written, thoughtful note that stood out above the rest. If you’ve never been taught the art of follow up, you are in for an informative lesson that will help you cultivate relationships, which may eventually lead to new business.

Follow up is key to business development, whether you’ve just attended a networking event, hosted a table at a dinner event or bumped into someone at the grocery store. All of the time you spent catching up or learning about that person isn’t worth much if you don’t take it to the next step. Create a reason to follow up with them in the very near future. Here are a couple of questions to get the ball rolling: May I call you to talk more about what we do? May I add you to our email list?

Set up a plan to send a note immediately following your interaction with that person and continue to follow up. No matter how you do it, follow up should happen immediately (within 48 hours) after the meeting. Make a phone call to schedule a one-on-one meeting, send an email and include the link to that newspaper article you mentioned while talking to the person, or send a handwritten note – do anything, just follow up!

Every company has a follow up system that works best for their industry, and it’s important to use one that works for your team. The system is no good if no one uses it. A simple follow up system can be as easy as a contact management computer program, a spreadsheet, a good old-fashioned tickler file that you maintain or some other tracking mechanism.

It is also important to create internal goals for turning those contacts into leads and clients. In today’s business environment, you need to be aggressive, uncomfortable, and brave – I promise that you won’t get anything without asking for it. Create an accountability system within your team to keep everyone on target. My team meets weekly to discuss our current networking activities, prospects created from networking and the status of follow up. There’s nothing like having to report to your team to keep you on your toes!

To keep your contacts fresh and flowing, make sure you and your team are consistently networking. Set internal goals for the number of functions you will attend each week or each month. Identify your target market and don’t just look at their industry events – think about other social, civic or educational events they may attend.

Remember that every opportunity is a chance to make a new business contact, prospect, client, advisor or friend.  Don’t overlook something or someone as unimportant or not worth your attention or effort – you never know when a diamond will be found in the rough. And please, don’t forget to follow up!

Maxine McBride is the president of Clockwork Marketing Services, Inc., a full-service marketing firm that has provided its premier services to clients throughout the United States for more than 15 years. The firm is comprised of talented, dedicated professionals who specialize in marketing with an emphasis on public relations. The firm also focuses on focus groups, special events, marketing plans and budgets, blogs, media buying, creative design and printing, awards preparation, corporate relations, team building events, surveys and business etiquette training.

Throughout the years, Clockwork Marketing Services’ efforts and expertise has provided clients with increased name recognition and a strong presence in local, regional and national media. For more information about Clockwork Marketing Services, visit www.clockworkmarketing.com  or call (904) 280-7960. Visit the blog www.WhatsUpJacksonville.com  for information on real estate and development news in Northeast Florida.

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