The Problem of Inconsistent Follow-Up
The other day, one of my clients, Steven, a consultant who connects companies with financing for major projects and improvements, admitted that he has been lax about following up with his partners. His partners tend to be the companies that provide the improvement services—contractors, construction companies, appliance companies, and the like. He said to me, “I think I should send out an e-mail or a flyer or something.”
“Steven,” I said, “what is the first thing that you think when you receive a piece of marketing from a company you haven’t heard from in a long time?”
“That they’re hard up for business.”
“Exactly.”
What he needed to do was not to send out an e-mail when his business slowed down, but instead ...
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