At 7DTV, I discussed various LinkedIn tips with Ronnie Overgoor, and the most important one of all is: FOLLOW UP! 📊
The problem with short-term focus
That’s the problem with (almost) all sales teams: they only focus on the short term. Outreach campaigns must convert immediately; otherwise, the prospects are discarded.
In B2B, but also in B2C, you need to appear 7 to 21 times before you build the relationship and people start to consider you. All these touchpoints are valuable and contribute to the end goal. We, together with management, sales, and marketing, focus only on the last converting touchpoint because it’s measurable and recognizable. As a result, we skip very important steps, namely keeping all your contacts warm.
The value of long-term relationships
80% of your business comes from your existing and/or warm network. These are also the people you met a year ago and had several contacts with. Cold leads gradually warm up, and after 6 to 12 months, they are warm enough, the need arises, and you have a new customer.
20% or actually certainly less than that, of your new customers are short-term lucky shots. Yet almost everyone focuses only on this. This is not only unwise because it’s completely unpredictable, but also a waste because you’re not utilizing 80% of your potential.
Consistency is the key to growth
So, make sure you have a good system, a good routine, and above all, a great mentality, and you’ll see that your business will grow significantly. The only downside? You’ll only see the effect after 6-12 months, so really believe in it and stay committed!! 💪
Thank you, Ronnie, for the super fun conversation!
