| Two years ago I invited a mysterious marketer to teach at my Mastermind in Miami…
“Craig,” the Mysterious Man said, “I don’t like doing traditional presentations, let’s just do a fireside chat QnA.”
He went on to deliver a virtual MBA in marketing… holding court for over 3 hours.
The presentation was worth over $125,000 in new business to me back then…
And I “smuggled out” one of the best lessons for you…
But don’t worry, it’s one that my mysterious friend - Dean Jackson - won’t mind me sharing.
Dean taught us this valuable lesson in a story about a yacht shop down in Ft. Lauderdale…
The company was struggling with sales… because they had an ineffective sales machine that went like this:
1. Pay big bucks for list of yacht owners 2. Send a message to yacht owners asking them to buy a new yacht 3. Lead says “No” 4. Never talk to lead again
And if that’s anything like what you do in your business…
OR if you think it sounds like absolute madness…
Then you’ll love what happened next...
You see, Dean and I know a sales secret.
It goes like this:
The fortune is in the follow up.
Sure you can make one or two sales for every 100 new sales conversations...
But you’ll never reach 7-figures without mastering your follow-up game.
This is why I stress the importance of “monster follow up” within your business.
During his story, Dean also mentioned a research study…
It showed just over half the people who inquire about something will buy it within 18 months.
Of those people that do buy…
ONLY 15% of them buy in the first 90 days!!
Meaning the other 85% of buyers purchase more than 90 days after submitting a lead.
The bad news?
One call or email before you abandon a lead ain’t gonna cut it.
And if you paid money for the lead, then your lack of follow-up will kill your business.
But don’t worry…
With the right follow up in place those leads will convert.
In just a moment I’ll share a simple 9-word email Dean had that yacht dealer send all their “dead leads”...
… which brought in over $30 million in sales.
But first, let me explain what monster follow up really means.
As an example...
When my business gets an application to one of our coaching programs…
That person immediately receives an email…
They also get a text…
They receive a phone call within 24 hours…
We send them all of my books…
And they receive friendly but consistent follow up from my team until they book their call to discuss coaching.
Our follow up sequence now contains more than 15 specific touchpoints for each lead.
This is partly due to a lesson I learned firsthand from mentors like Dean and Grant Cardone.
Here’s a real-world example...
A couple years ago, while I was watching Cardone’s content on Instagram…
I expressed interest in one of his sales “boot camps.”
He immediately followed up with me via DM…
… and even though I didn’t make time for a boot camp right then…
3 months later he was still checking in with me.
And guess what?
In March of 2019 I finally attended one of his events (well worth it, by the way).
I’d also just experienced the power of monster follow up… being used on me!
That might have been the “biggest money lesson” of all.
So what I’m really saying, is that if you haven’t committed to monster follow up in your business…
You’re leaving a huge pile of money on the table.
After working so hard to generate leads…
Nine times out of ten (or 8.5 according to Dean’s study) you still have to show up in front of them repeatedly to win their business.
The lazy yacht dealer is a prime example.
One of their sales people stepped up and emailed every single name in their pile of neglected leads.
His message?
“(Prospect first name), are you still interested in buying a yacht?”
That’s it. Simple.
It’s called a “SPEAR” email.
Short, Personal, Expecting A Response.
And it works like gangbusters.
Like I mentioned, in that case it pulled over $30 million in sales.
From a list of supposedly dead leads and a bunch of 9-word emails.
I highly recommend using this type of email.
Especially if you have old leads sitting in your database getting stale.
Commit to monster follow up in your business...
… and start by firing off as many SPEAR emails as you can.
I guarantee you’ll get responses.
Shoot me a message and let me know how it goes…
I’d love to hear your results!
To Your Success,
Craig
PS - By now you’ve probably seen me mention a special sale coming up…
… in celebration of the year’s most widely celebrated holiday — Ballantyne’s Day ;)
To show how much you and our shared love of business means to me…
This Sunday I’ve got something really special coming for you.
Without ruining the surprise…
It’s going to fully reveal the #1 secret weapon I used to build a multi-million dollar “Recession Proof” business…
And how you can easily harness it to do the same.
Just remember to check your inbox on Sunday so you can scope it out. |
