Author Archives: Yafit Davis

GDPR-Online marketing intro

GDPR is coming: Cutting edge marketing tactics

I have always liked Jude Law but I liked him even more when I read this quote from him about being cutting edge: ‘I feel more and more at ease because I think the older I get, the less pressure there is. People say, “Well, he’s not cutting edge because he’s not in his twenties, so he’s not expected to be.”’

Here is another good quote: In his book, Build Your Brand in 30 Days, Simon Middleton says, ‘Your brand is what your company means to the world. Getting that meaning right is the most important thing you can do in business’.

So, how are the two connected and what does it all have to do with GDPR (Click here if you still don’t know what GDPR is)?

Well, GDPR represents a big shake up in direct marketing practice and will limit your ability to approach new business via e-mail and text. As I have written before, this is a great opportunity to review your marketing and lead generation strategy. By definition, this would mean considering new tactics in order to continue generating leads effectively. In the past month, I have shared expert advice on old fashioned tactics such as leafleting and direct mail. It is now time to consider what online tactics will be compliant and useful to consider.

Using online marketing is hardly cutting edge: platforms such as LinkedIn, Facebook and Twitter have been around for a while.  Yet, many SME’s still struggle to find a truly effective way to use online marketing that fits their brand and budget. This is particularly true in the B2B world where many companies either use Social Media to tick a box or choose to stay out of it all together.

I think that online marketing is so varied that every business can benefit from it as part of an overall strategy. I agree that there is a vast amount of information out there and much of the communication we produce is not read. I agree that SEO is hard to grasp and can be costly. I know it all comes down to time and attention. But I still think that the potential is there as long as you consider your overall strategy carefully first.

As I am devoted to getting you all GDPR-ready this year, I have asked a few of my esteemed colleagues in the online marketing world to help. As a result, I will be posting guest Blogs covering great tips and ideas particularly around targeting new business.  So, watch this space and share your own ideas and experience where applicable.

If you are unsure about how to approach GDPR compliance, we have come up with a package designed to support the shift in your lead generation approach.  Click here for more details or get in touch for a chat.

Leaflet campaign strategy

GDPR is coming: Expert advice from Greg Clemett on making leaflet marketing work for your business

Leaflets are a very effective marketing tool but to make it work you need a distribution plan strategy… A great delivery plan but an average leaflet will win over a great leaflet but poor or non-existent delivery plan every time. Here are a few tips to get you started:

1. Make sure that your leaflets are considered, professionally designed and have:

• A great headline on both sides
• An attention catching image
• Been printed on the right stock
• A compelling call to action
• A time limited offer
• Even Ideally a unique tracking phone number

2. Don’t waste your money with unplanned, unprofessional delivery (no matter how cheap!). Consider the following:

  • Demographics & Geography:

-Know the demographics and the total number of letterboxes in your target area.

-Don’t be too narrow in targeting – especially on the first couple of drops – as you find and learn about your audience. You may get surprising results.

-A drop area of less than 5,000 isn’t going to give you value in terms of measuring, for future tweaks. It would be just too small of a sample to be reliable.

  • First Impressions count:

-Make sure your leaflet reflects the way you want your business to be seen and your brand perceived.

-Print on the best / heaviest paper you can with the best finish you can. We recommend at least 150gsm and up to 280gsm (depending on your product or service). 100gsm or lower and you are compromising your brand image.

  • Campaign Strategy: 

-Repetition to build Reputation: In almost every situation the default delivery plan should be a campaign, not a one-off drop. Here is how it works:

  • Drop 1. Low hanging fruit
    They were ready to buy and you have landed on their doormat at the right time.
  • Drop 2. Vague Familiarity. More considered buyers and low hanging fruit.
  • Drop 3. Building a name; Response levels are 2-5 times what they were at drop 1. You are starting to ‘own’ the area.
  • Remember that trust comes with recognition.

-Time between drops: Err on the side of more frequent. We suggest repeating areas between 4-6 weeks, to achieve the memory effect. Frequent drops also enable you to learn quickly what is working and what isn’t to refine your campaigns.

  • Solus or Shared distribution? Both work well…. but there is a trade off with each method:

-Solus:  your leaflet alone, pretty much where and when you want, ideally exclusively capturing attention. However, there is no control on what other leaflets or post is arriving immediately after. Also, this is of course at a premium price (3-4 times shared) to cover all overhead costs.

-Shared : with other leaflets. Cheaper as you are also sharing the costs of the delivery company.The trade-off being an amount of flexibility – you are restricted to going where that company has scheduled rounds.

  • Be Ready for the response: Make sure who ever answers the phone is well briefed. No point in doing all this work and not being able to capture the new business!
  • GPS tracking, checking and measuring: For piece peace of mind, you might consider what checks can be offered by your distribution company. Be sure to gather feedback, responses and trackable data from each drop. Most of your competitors don’t bother.

For more information check out Greg’s website on
The above is adapted extracts from the free Dor-2-Dor booklet: ‘How to Make Leaflet Drops Work – Brilliantly!’

GDPR experts forum-Promotional gifts

Get GDPR Ready: Expert advice from Matt Richardson of Recognition Express on why you should use promotional gifts in your marketing

Day to day we live in a world where we are bombarded by technology.  If it’s not emails, its ‘likes’, tweets, snaps, shares, PM’s, notifications, requests to link etc etc etc. It’s all noise.  Noise that we are all familiar with and by being used to it, we sometimes don’t see it or even ignore it.

That’s where promotional products come into their own.  What I mean by this, is pens, mugs, key rings, rules, torches, coasters, mouse mats…. the list is endless.  These items are loved by many, borrowed from others, picked up at an exhibition and given by companies. Why do we love this stuff?  Cause it’s free.  And everyone loves something for free.

That free pen, as long as it’s good quality, may well be your writing instrument of choice for years and the cost to you is zero.  You didn’t have to buy on Amazon or go to Smiths, it was given by someone who wanted to make YOU aware of THEIR brand.  Every day you use and love that pen, you’ll see them, subtly reminding you of who they are.  You know what, when you are in the market for that service, you’ll probably think of them!  It’s VERY powerful.

Why do people like Coca Cola advertise? we know who they are! They hope that when you are thirsty, there’s will be the brand you think of and it’s the same with that branded office mug, it’s always there silently selling that company.  It may well be used 6 times a day, that’s 6 messages being burnt into your subconscious mind. Keep that mug a year… I’ll leave you to work out the maths.

People often worry that the pen or items will ‘go into the wrong hands’, ‘be given away’, ‘the kids will take it’.  You know what, that’s awesome.  That’s perfectly fine, as the product is still out there.  The key is HOW it’s been given, HOW it was followed up and what sort of quality it is.

The question of ROI is often asked of me.  What will be my return on investment? I have no idea! But I have stopped counting the times I’ve spoken to clients who have kept my water bottles and a year later have ordered from me because the time is right!

In the next few years, the ability to cold call or cold email will be taken from us, and we need to get smart and be prepared!  Lumpy mail sent to your prospect is the next big thing.  An item, sent in a jiffy bag, too big for a letter box that has to be received I the hand.  THAT’S THE KEY.  A parcel that makes the recipient think ‘what on earth is this’?’. You follow that up, and your hundreds of times more likely to be remembered than a SPAM email that’s in the Junk folder.

You can’t unsubscribe from direct mail, you can’t put it in the junk folder, you can’t block it.  Sending promo items in the post is the new marketing goldmine and you need to get onboard. Promotional products are great; they make people smile, they show you are happy to invest in your prospects and existing clients.  it’s dead powerful and dead personal.

Worth a try!

For more information visit Matt’s website here


GDPR experts forum- PR advice

Get GDPR ready: Expert advice from Rupert Janisch of Elmhay PR on the benefits of story telling

There’s a slightly upsetting chicken and egg situation with Public Relations as a marketing tactic for small businesses. I come across it all the time and it’s this:

Conjure up an internal image of a PR agency, and you’d be forgiven for thinking sparkly office, blue sky thinking, expensive champagne lunches and power point presentations.

It’s not something which many small businesses have the inclination or the budget for, especially when their marketing funds are limited and money can be better spent elsewhere.

But the problem is one of perception – the view that PR is the sole preserve of big businesses who can afford big agency fees. It’s a self-perpetuating myth which drives the opportunity away from smaller companies. I’ll never forget hearing Deborah Meaden on Dragon’s Den saying that unless you have £30k to spend on PR it’s a waste of time. QED! I have clients who have spent a tiny fraction of that amount and achieved new sales as a direct result of the work I have done for them.

Of course, the end result of an effective PR campaign is media coverage – media these days meaning online press as well as traditional print coverage. Work backwards, and how do you get the press to publish something about your business? The answer, by giving the journalist something which they and their readers are likely to find interesting. And what’s that? It comes down to storytelling.

Yes, people like reading stories about big business, about who’s doing what, about new developments and about scandals and controversy. But they also like stories about the little guy – inspiring success stories, human interest pieces about people doing amazing things, articles about those flexible and nimble companies at the cutting edge of innovation, about the start-ups which are going to become the next Renishaw, Facebook or Virgin.

So the next time you write off PR as a marketing tactic because – I hear it all the time – you don’t think you’ve got anything to talk about, as yourself a few questions:

  • Have you won any big contracts recently?
  • Made any appointments?
  • Moved into bigger offices?
  • Completed any significant projects?
  • Won an award? Received any funding?
  • Achieved growth? Taken on an apprentice?
  • Merged with or acquired another business?
  • Overcome any personal adversity?
  • Done something truly innovative?

If the answer to any of those questions is yes, then you’ve got a story to tell! Either in your local business pages, or a trade title, or a small business publication. Apart from anything else, most journalists are swamped by the same old stories from the same old businesses put out by the same old agencies. They love to hear from new businesses! It makes their publications fresh and makes their readers – most of whom are involved in small businesses anyway – feel that they’re relevant.

An extra tip – supply good photos! I’m not talking a lo-res job from your iPhone (although it may do for online use). If you’re putting a proper press release together, spend a few quid and get a professional to take a good quality picture which helps tell the story. Or get a mate to do it for free. Either way, the combination of a good story and a great photo is something that journalists, who are a) pushed for time and b) inundated with the PR fluff which puts such a strain on the journalist/PR relationship, will be extremely grateful for.

The benefits? More than you can count. Even the much-derided local papers (tomorrow morning’s fish and chip wrappers) not only have huge readerships in print, creating powerful word-of-mouth publicity, but these days have massive followings online too, greatly helping with your search engine presence. And more often than not they’ll also have a business website which they’re affiliated with, as well as sending out a digital daily newsletter. So you’re getting much more than one hit, and a highly credible one too when compared with a paid-for advert.

What else? It’s something you can boast about on your website and in your other marketing collateral, giving you a feather in your cap against your competitors. And it will be well-written copy which you can use for newsletters, blogs and so on, too.

PR’s not a marketing panacea but it should definitely be considered as an important part of your marketing mix. And although online marketing and social media are changing the game there’s still something about a dedicated news website which adds credibility to your cause and which also suggests a sense of permanence and gravitas which can be a problem with social media and its constant self-reinvention.

Ultimately, it all comes down to the story you have to tell. Don’t put yourself down! Be proud of what you achieve in business and have the confidence to tell people about it. It’s a competitive world out there and, if you want to get publicity, it’s not a place for the shrinking violets.

For more information visit Rupert’s website here

GDPR-offline marketing

GDPR is coming: is it time to revive off-line marketing?

In his book The Tipping Point, Malcolm Gladwell describes how little things can make a big difference and bring about a tipping point thus creating a big change. One of the three rules of the Tipping Point is the Power of Context, defined by Gladwell as the conditions and circumstances of the times and places in which change occurs. In other words; while specific people and products can cause major trends, no trend can “flourish” without the right context.

If you had a chance to read my blogs recently, you may have noticed that I have been writing a lot about GDPR which are the new data regulations affecting everyone in the UK from May 2018.  I would say that the change brought about by this new legislation, will create the context in which some ‘old fashioned’ marketing tactics may make a comeback. This is because whilst you will still be able to make use of digital strategies such as Social Media and PPC, your ability to use the power of technology for direct marketing will be limited.

It might surprise you to know that When I started my career, online marketing did not play a big part in lead generation strategies. Instead, many businesses spent their marketing budgets on sending direct mail, leaflet dropping and advertising in magazines and phone books.  Whilst some of these methods may not seem as attractive, many can still be utilised effectively. Nowadays we call it Guerrilla Marketing because it makes us feel daring and special. Call it what you wish, some of these tactics are worth considering as part of your post GDPR marketing strategy. In the coming weeks, I will be sharing some pearls of wisdom from local experts covering some of these tactics.  In the meanwhile, here are a few famous Guerrilla Marketing case studies I liked:

  1. King Ronald

In 2005, Burger King implemented a guerrilla marketing campaign to increase their burger sales in Asia by luring more consumers into Burger King restaurants. Burger King promoters decided to target their number one beefy competitor, McDonald’s, by strategically placing branded Burger King t-shirts on Ronald McDonald statues, planting large footprints from McDonald’s to Burger King, and putting signs on empty benches that read “Gone to BK — Ronald.” Though a bit abrasive and cut-throat, this guerrilla marketing technique gained the attention of Asian consumers… and ultimately was extremely successful.

  1. Di*sel is no longer a dirty word

Another very popular form of guerrilla marketing is “reverse graffiti,” a technique where marketers literally paint the streets with subversive imagery. Difficult to execute, and sometimes controversial, this form of guerrilla marketing can be extremely successful because it catches the eye of hundreds of potential consumers, plus gets the grassroots communication ball rollin’. A prime example of successful reverse graffiti is when the high-end automotive company, Audi, was trying to promote their clean diesel engines. Audi painted the streets with messaging that read,”Di*sel is no longer a dirty word” around selected streets in metropolitan areas.

  1. Baroness Michelle Mone – Ultimo launch

“Sometimes you have got to have balls, and just approach people, because they are not going to come to you.”

With cashflow still an issue, Michelle was left with another problem – how to publicise her new product with a marketing budget of just £500. She said: “I hired 12 actors and dressed them as plastic surgeons and gave them banners saying ‘Ban the Ultimo bra because it is putting us out of work’ and got them to protest outside the store.

“I was hoping and praying it would work. When I was driving to the launch in Oxford Street, the taxi driver said the street was blocked with people. The place was swarming with photographers and it was known as the biggest bra launch in Europe – all for £500! Selfridges sold out six months’ stock in three hours.”

Even if you are not going to go Guerrilla the point is that there are a lot of different ways to approach your new lead generation strategy. The key is to take the time and effort to create your strategy so you can choose the most effective tactics and not the other way around.  Click here to see how we can help or get in touch to discuss further.

GDPR monster

GDPR is coming – Three considerations to get your business ready

In his new book, Mapping Innovation, Greg Satell came up with some very clever insights regarding innovation. If you have not read it, here is his conclusion: ‘Many organizations get stuck because they end up locking themselves into a single strategy. Every strategy fails eventually because you have to match solutions to problems, not the other way around.’

The book is essentially about using technology to develop new products, solving problems that current products cannot fix. However, this attitude is true for most things in your organisation, marketing being one of them. The new General Data Protection Regulation (GDPR) which is coming into effect next May is one such problem that cannot be fixed using old techniques unless you want to be penalised and risk being fined.

As I wrote in my last Blog, GDPR will essentially force you to focus on the right target markets and communicate well with them which is not a bad thing. Still, this can seem like it’s easier said than done so here are a few things to consider if you are going to get your business ready for the new regulations:

  1. You will need to invest time and resources into inbound marketing. Yes, this old chestnut again I am afraid. Inbound marketing is about writing engaging content, sharing your knowledge and generally being seen as a helpful expert in your marketplace. This does not mean you stop selling but rather than constantly sending hard core sales messages, you create interest in your brand which in turn makes it more attractive to buyers. This strategy will be key to retaining more contacts on your marketing database, through generating a higher level of consent.
  2. You will need to consider your lead generation strategy and come up with alternative tactics to approaching new business. However good your content is, you will still need to approach new markets and let them know you exist. As e-mail marketing use for new business is going to be restricted, you need to review and choose other tactics available such as traditional and digital advertising, direct mail, telemarketing and so on. The best way to do this would be to go back to your lead generation strategy and go from there. If you don’t have an up to date strategy, it may well be time to consider drawing one up.
  3. Consider how you manage your databases and what data you keep. In short, you will need to consider what databases you keep and which you delete. GDPR is going to make keeping and collecting personal data for the sake of it unattainable so make sure you review it accordingly.

I agree that this is a challenge that will take some thinking to get over and create a new innovative solution but, with some 42% of B2B marketers saying that a lack of quality contact data is the single biggest barrier to lead generation, I think it will be worth it.

The good news is that we have come up with a GDPR Package designed to support the shift in your lead generation approach.  Click here for more details or get in touch for a chat.



GDPR: Why does it matter to you as a business owner?

The GDPR (General Data Protection Regulations) legislation, which will be enforced in the UK from May 2018, has been described by many as the biggest shake-up of data procedures in 20 years and this applies to all areas in which you obtain and use data in your business. There are lots of reasons why you should know more about this, including some eye-watering fines making this new legislation non-negotiable indeed.

Yet, as it covers the complex subject of data protection, GDPR is cumbersome and full of fairly ambiguous statements which mean that reading it makes for a poor pastime. However, you will be pleased to know that there are masses of commentary and easier to read Blogs online, which can help improve your understanding of the new legislation.  As my business is affected hugely by this, I have spent a long time researching GDPR in order to understand the main changes and implications: so here are some Q&A’s to get you started:

Q: What is the point of this new legislation?

Since many technological advances have been made since the current Data Protection Act was written, it has become necessary to provide better protection to individuals in the light of the development of malpractice concerning big data. GDPR has therefore set out to ensure that the processing of data is done lawfully and fairly, and is collected for explicitly legitimate purposes, whilst making sure the data is adequate, accurate, and retained for only as long as necessary

 Q: What areas will it affect in my business?

Marketing is only one area of your business that needs to be aligned to the regulation.   The extent of work required to develop policy and processes as well as to ensure you have the right IT infrastructure in place to protect data flows throughout your organisation, needs careful consideration.

Q: How will it affect my marketing and lead generation activities?

It affects marketing in three critical areas:

  1. The consideration of opt-ins, opt-outs, and consent regarding communications. The GDPR mandates that consent must be ‘freely given, specific, informed, and unambiguous’, and articulated by a ‘clear affirmative action’. That means you can’t assume consent based on ‘inactivity’, and that a pre-ticked box isn’t going to cut it. Prospects and customers must agree that their data can be used and that they can be contacted.
  2. Individuals will have the right to be forgotten. The GDPR is designed to offer more control to individuals over how their data is collected and used – and this means giving them some means of accessing and removing their data. They can do this when there’s no legitimate reason to process their information, when they withdraw consent for it to be used on the original terms, and when it’s been unlawfully processed.
  3. The legal basis for processing personal data. Practically speaking, this will necessitate better housekeeping of the data you hold and less collecting data for unnecessary, or frivolous reasons.

I know it sounds like a major headache but this doesn’t have to be a bad thing. Collecting data indiscriminately doesn’t benefit your marketing results: it hinders them. Some 42% of B2B marketers believe that a lack of quality contact data is the single biggest barrier to lead generation. Making sure you are focusing on the right target markets and communicating well with them, is therefore a good thing and if the GDPR provides some incentive for that, then we should embrace it and make the most of it.

Direct mial and e-mail

Direct mail and e-mail marketing: when to use which?

You might be wondering why I am dedicating so much time to considering e-mail v direct mail recently. Apart from the fact that I think it is always important to consider the tactics you use and these are two big ones for lead generation, I am also gearing up for the new data protection regulations (GDPR) which will affect the use of e-mail marketing campaigns as a major tactic. As always when there is a shift in the market I think business owners need to be prepared and weigh up their options so I thought I will put a few ideas your way.

My last Blog explored much of the comparison statistics covering the use of e-mail as opposed to direct mail, highlighted some interesting facts. However, this Blog will give you a few ideas as to when to use these tactics effectively when developing new business;

When should you use e-mail marketing?

Being quick, cost effective and direct, e-mails are a great way of presenting information, creating an interest and keeping contacts up to date with your latest information. In fact, according to numerous survey people prefer to hear about new companies and new products via e-mails. For example, you could use e-mails for the following;

  • To keep regular contact with clients, prospects and contacts letting them know what you are up to and imparting knowledge to add value
  • To promote a seminar or an event which is relevant to the readers
  • To make initial contact with a new target market using a relevant and helpful style communication

When should you use direct mail?

Direct mail campaigns are more expensive to produce and send if you want to ensure that it looks right. It can also be harder to gauge in terms of results unless you follow up by telephone. It is for this reason that you should use direct mail when you want to make a difference and an impact on your target market. For example you can use direct mail for the following:

  • To launch a new product, service or office
  • To approach a completely new target market
  • To send vouchers and other appropriate gifts
  • To offer very personalised advice which will make your offer stand out

What is the best approach to take?

You know what is coming now, don’t you? The best approach depends on what you are trying to achieve and who you are approaching… Still, I would try and introduce a variety of touches in each campaign to increase your return. So for example you can send an e-mail to your list followed up with a direct mail campaign and a telephone follow up. There are lots of innovative ways you could utilise to create the right impression and maximize on your return.

Overall it is important to remember that a successful campaign takes an investment of both time and money. You need goals, strategy and a plan and then you need a little patience to get things going.

As always, happy to discuss further: here is some information about our strategic planning offer. Otherwise just drop me a line or share what works for you in your business.

E-mail V Direct Mail

E-mail v Direct Mail. Which is better?

Lewis Carrol once said that ‘the proper definition of a man is an animal that writes letters’. Yet according to a recent survey, the number of letters we receive is just 0.01% of the amount of emails that are sent each and every day around the globe!

I suppose the reason is partly due to the fact that the world has changed a great deal since Lewis Carrol’s time and we now live in a world where e-communication has taken over all aspect of our lives. This of course, relates greatly to marketing and has caused many to declare direct mail as dead, reflecting the sharp decline of letters and direct mail sent out year on year.

When it comes to direct marketing, why would you not use e-mail marketing, it has lots going for it? Review the following stats:

  • 43% of people surveyed said they would rather hear from companies they have not worked with before via e-mail
  • 64% would rather hear of your additional products and services via e-mail
  • 62% would prefer to hear about your news and updates via e-mail

In addition e-mail marketing is:

  • Cheap, fast and efficient which makes for a much better ROI
  • Very easy to analyse in terms of the response and level of engagement
  • Easy to automate and set follow up systems for

However, before you write off direct mail all together, it has quite a few things going for it according to some reading I have done recently. In fact, the one thing that stood out for me is the fact that in a fast paced world where 74 trillion e-mails are sent every year compared with only 13.8 million letters, a letter can be perceived as a novelty item and something your company invested in which some of your target markets might find very appealing. Here are some stats to back it up:

  • In terms of ROI the average return on every £1 spent on e-mail campaigns is £7 whilst direct mail returns £38.
  • 79% of recipients act on direct mail straight away compared with 45% of e-mail recipients
  • Direct mail generates 10% more customers than e-mail

I think that, like me, you might feel a little different regarding using direct mail now you have read these stats, won’t you? This is by no means an advert for direct mail over e-mail just a helpful comparison and a strong recommendation that they both have their place in your marketing plan. Once more it all comes back to three main considerations:

  • Your target market
  • Your goal
  • The nature of your communication

Another thing to consider if you are an avid e-mail marketing user is the new General Data Protection Regulations (GDPR) that are coming into effect in May 2018. These regulations will limit your ability to target companies you don’t already work with on e-mail unless you have their explicit permission to do so. That said, other forms of direct marketing such as direct mail and telemarketing may be making more of a comeback than you might expect.

It will be good to hear your views on e-mail v direct mail marketing. As always I will be happy to have a chat about your direct marketing strategy so get in touch.


Marketing follow up strategy

What is your follow up style?

A while ago, I wrote about sales styles and the importance of using the right style with your client. It occurred to me that we don’t often think about our follow up style and whether it fits our customer’s personality style. A lot has been written about personality styles and there are many ways and models that help identify your personality style. Broadly, these models measure peoples’ personalities by evaluating communication styles and decision making tendencies. Both of these elements are very important when it comes to selling in general but particularly crucial for following up.

Now, some of you may raise an eyebrow or two regarding this. I mean a follow up is just a follow up. Well in my opinion if you get the follow up wrong you could seriously damage your conversion rate. So, what constitutes getting your follow up wrong: ·

  • Not following up at all·
  • Following up too soon·
  • Following up too often·
  • Pushing too hard for a decision ·
  • Not pushing at all

Based on this, you could say that there is a very big chance of getting it wrong because it’s impossible to find a one fits all process and you will be right. So, how do you create a follow up system in your business? Here are a few ideas you might want to consider:

  1.  Before you submit a proposal, agree a suitable time to follow up with your client
  2. Regardless of this, make sure you call to confirm receipt of your document and reiterate when you will speak again
  3. When you call for an update and your prospect is yet to make a decision, ask them what needs to happen in order for this to happen and by when. Make a note and call again based on this timeline
  4. Use a variety of touches for your follow up, including telephone, e-mail and LinkedIn
  5. Always communicate with your prospect, giving them a chance to give you feedback and tell you how to continue speaking to them
  6.  Don’t stop following up until you have a definitive answer but make sure you give your prospect space as we are all busy.

If you take nothing else from this Blog, remember that following up is essential and make sure you consider how your customer would like to be approached.

As always I am happy to speak further if you wanted some advice on following up and other lead generation matters so get in touch.