To move four levels from Graze to Generator -- from an initial handshake to a bank deposit -- takes follow through. Duh.
The first rule of profitable follow through is:
1: All follow through must be about the prospect.
This handwritten card just hit my inbox -
Dear Wendy,
We hope you are enjoying the Summer days, and you are staying healthy! The [company name] staff wanted to write you a note to say we miss you!
We have great testimonials from clients after being open for just a year in Buckhead. The Passion, Paradigm, and the Process does bring meaningful results to our clients. Hope to see you soon.
Best Regards,
The [company name] Staff
So . . . what part of that was about me?
The second rule of profitable follow through is:
2: All follow through must be about the prospect.
There's a profitable business letter writing mantra that says "never begin a sentence or a paragraph with the word 'I', and only use the word "I" three times in one message."
In this message the word "we" is substituted for "I" and used to start both paragraphs. That's the first clue that this card is violating both rule 1 and rule 2 for profitable follow through. This note is about the writer, not the reader.
The third rule of profitable follow through is:
3: All follow through must be about the prospect.
When I read "The Passion, Paradigm, and the Process does bring meaningful results to our clients." my first through was, "what is that?" Then I got it, I did -- I'm not slow -- it was a sales pitch. Passion, Paradigm and Process must be their tag line. This sentence translated to "you're missing out on our system."
But that violates the fourth rule of profitable follow through, which is:
4: All follow through must be about the prospect.
The message "You're missing out on our system" isn't about me. Which means this effort {by the Staff} won't bring in any new business.
“all follow through must be about the prospect.”
You're not slow either;
you've already figured out what profitable follow through rules number 5 through 16 are: all follow through must be about the prospect.
With the 16 rules of profitable follow through in mind, how would you have wordsmithed this note? Here's my attempt:
Dear Wendy,
Was your April cruise marvelous? You earned the right to enjoy every part of it with the six months of regular work you put in at The [company name]. Sally and I are proud of you..
What's the next adventure on your list? Will enjoying it - or powering through it - require you to have the strength to put in long days and the energy to keep breathing while you climb? Your Tuesday and Thursday 6:10 slot is available, and we're eager to cheer for you.
Best Regards,
Jason
Today the [company name] gave you a gift. They showed you what not to do.
Say thank you by thinking of a past client you'd like to work with again.
Write a follow through note.
Make it about them.
And make a bank deposit.
Photo courtesy of josef.stuefer
PS: If you want to play, write your version in comments.