Following up with prospects – Part 2 of 3: how long should you follow-up?

I give my healthcare telephone training workshop participants two simple rules to follow when considering how long they should follow up with prospects:

  • until the prospect says “no, I don’t want your service / product”
  • until the prospect dies

All kidding aside, with a product worth anything more than £1000, I advocate long-term follow up with prospects, because it works.

I recently ran a sales report from our CRM system which reveals that the youngest sales opportunity we closed in the last 3 years was 1 day (that means it took one day to take this opportunity from the first meeting to a signed contract).

The oldest sales opportunity was 355 days (yes, some prospects have taken over a year to buy anything from us).

We have opportunities in that report that haven’t closed in over 470 days (a few of which may never close), but they’re still in there, just to remind us to follow-up.

In some years, almost 20% of our income for the year from opportunities that took over 200 days to close.

The rewards of follow-up with prospects are worth the effort and then some

In healthcare clinics, I find that most prospective patients close within 3 months, followed by within 6 months, followed by within 12 months, and so on.

It only makes sense:

  • you’ve paid good money for these people to find your needle in a haystack
  • you’ve paid your staff to handle their initial calls and log them in your database
  • there is sometimes an extra month’s worth of income out there that will convert only if followed up
  • your competitors are following up

What did it cost to get additional income? A prospect follow-up system: a mix of phone calls, emails and letters over 12 months. It certainly doesn’t cost more than the income it creates. The bottom line is that follow-up allows you to make income sometimes even 18 months after the opportunity first revealed itself.

Would you like a chance to add an extra-month’s sales to your annual sales this year? Then follow-up!

 

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Rod Solar

Founder & Fractional CMO

Rod co-founded LiveseySolar and acts as a Fractional CMO for our customers. He’s on a mission to help transform the lives of 10,000 people with vision correction surgery by 2024. To achieve that, he inspires his customers to make confident decisions that will help 50,000 people take the first step towards vision correction.

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LiveseySolar completely transformed the way we were approaching this… We’ve gone from having just the dream of having a practice to having a practice up and running with people making inquiries and booking for procedures… It’s extremely pleasing. We feel lucky we connected with LiveseySolar.

— Dr Matthew Russell, MBChB, FRANZCO, specialist ophthalmic surgeon and founder of VSON and OKKO

Laura Livesey

Founder & CEO

Laura Livesey is the co-founder & CEO of LiveseySolar. She has developed powerful refractive surgery marketing systems that increase patient volumes and profits for doctors, clinics, and hospitals, since 1997.

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Rod and Laura know as much about marketing surgery to patients as I know about performing it. They are an expert in the field of laser eye surgery marketing. They know this industry inside out. I believe that they could help many companies in a variety of areas including marketing materials, sales training and marketing support for doctors.

— Prof. Dan Reinstein, MD MA FRSC DABO, founder of the London Vision Clinic, UK