Follow -up is crucial to a business’s success. The faster you follow up, the more likely you are to close the deal. In fact, one study found 78% of customers buy from the company that responds to them first.

By not following up with prospects, you put your reputation at risk and force them to take their business elsewhere. Talk about an anti-growth strategy!

Worse still, you’re not just losing on that one transaction. For example, if a real estate agent abandons a prospect, they not only lose the commission on that transaction but miss out on any subsequent transactions, such as potential referrals.

Following up with potential customers should be a high-priority component of any marketing strategy. With that in mind, here are five effective follow-up strategies you can use to connect with interested prospects.

1 – Make Time to Follow Up

Creating a follow-up schedule-complete with notifications- keeps the process efficient and effective. When you are fielding leads from phone calls, emails, website inquiries, social media, even snail mail, mapping out your plan of attack is not just convenient, it is essential.

Of course, a follow-up schedule is just a guideline for you. Your prospects are going to have ideas of their own, and they’ll buy when they are ready. The best you can do is to remain vigilant, nurture the relationship and stay top of mind.

2 – Treat Potential Customers With Respect

Following up with potential customers should not be tricky. The lead is warm, and the interest is there. All you need to do is initiate a genuine conversation that will hold their attention and nudge them gently forward.

Do your homework and have your questions ready, but also come prepared to listen. Listen to what each prospect has to say. Get a feel for who they are and what they do, then figure out how you can make their lives easier.

When you respect potential customers, your conversations resonate better. And there is nothing more memorable than real advice form an industry expert, especially when it is tailor-made for the prospects’ specific situation.

Providing a quick follow-up to the questions and concerns of prospects and clients is an essential building block of long-term relationships. It shows them you care about their business and helps you earn their trust and respect.

3- Provide Valuable Content

Your prospects are busy, and not every follow-up requires a direct conversation. You want to add value, not stress and aggravation. Content marketing not only allows you to bridge the gap with value during the in-between times, but it also allows you to expand your potential touchpoints.

The content you create and share should always be relevant to your prospects and your business. It should not be a non-stop hard sell; instead, it should provide value and advance the overarching conversation. This positions you as an interested partner rather than a pushy salesperson.

Remember, for 78% of consumers, custom content is the calling card to fa company that cares. So whether you are creating infographics, FAQ videos or sharing images on Instagram, always keep the potential customer in mind.

4 – Meet People Where They Are

If you want to form a lasting connection with potential customers, meet then on their own personal stomping grounds.

If your customer is a phone person, give them a call. Maybe they are social media focused and you follow up via Facebook or Linkedln. And everyone can (and should) be sent emails to communicate.

The important thing to remember is that it is all on the table-phone, text, email, snail mail, social media. Use whatever works. The more touchpoints you use, the better chance you have of staying top of mind.

5 – Respond Quickly

We mentioned at the very beginning of this post that time is of the essence when you first respond to a prospect. However, it is important to balance speed and personalization. This means reaching out quickly with a response that doesn’t feel canned or empty.