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Category: Leads · 5 min read

How to Keep Warm Prospects Warm

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on July 16, 2019

author profile photo

on July 16, 2019

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So, you have a prospect and you’ve made the initial contact. Congratulations!  

Now what? Sometimes it can be difficult to know how to keep your prospects warm and help turn them into a client. You don’t want to scare them off or seem overeager. But you also don’t want to ignore them and give them too much space.  

Where’s the balance? And what should you do? Here are a few ideas to get you started on the right path. 

 

Send Follow-Up Emails 

After you’ve talked to a prospect or met with them face-to-face, it’s time to follow up. Even though it may seem like the same day is too soon to send them something, it’s not. Reconnecting with them when you’re still top-of-mind is a good way to keep the conversation going beyond your initial meeting.

But what kind of follow-ups should you send? A good place to start may be a meeting recap that goes over what you talked about or agreed on, and some next steps to keep the prospect moving through your sales process. Again, it may be smart to send these the same day as the meeting or the day after, because it shows that you listened closely and are organized. 

Did the prospect have a question that you weren’t able to answer right away? Providing answers is another effective way to follow up with them and keep the connection going. Other follow-up emails could include a special offer you have going on, a note that you enjoyed meeting with them, or more information about yourself and your business. Whatever you decide to send, the important thing is that you’re staying in touch with your prospects beyond the meeting.  

 

Send Them Some Content  

Another way to follow up with prospects is to send them some content that’s relevant to their situation. This could be in the form of a newsletter, one of your blog posts (if you have a blog), or even an article you found that you think would be insightful or helpful.  

Yes, this is another way to keep the conversation going, but it’s also a good way to inform your prospect and expand their knowledge about certain financial products or retirement strategies. Plus, it can build your credibility and show your prospect that you know what you’re talking about.  

 

Connect on Social Media 

Almost everyone is on social media, and you should be, too. This statistic is pretty powerful: 92% of financial professionals that use social media said they gained new clients through social networking.1 Have you? 

One way to start doing just that is to connect with your prospects on social media. Friend them, follow them, or invite them to friend you. There are 2.77 billion social media users worldwide, so the odds are good that your prospects have an account.2 The goal is to create a connection where they can continually talk to you or reach out whenever they want.  

And keep this in mind as you post on social media: keep your profile and your posts compliant and nonpolitical. You don’t want to break any rules or alienate any of your followers. 

There are 2.77 billion social media users worldwide, so the odds are good that your prospects have an account.2

Give Them a Call 

Social media and email are both great prospecting tools, but sometimes nothing beats a phone call. This is usually the quickest way to re-connect with a prospect and touch base with them. It keeps it personal and can make the prospect feel appreciated that you took the time to call them. Again, you can make the phone call pretty soon after your meeting with them, and it’s another good opportunity to talk about next steps and what the prospect thinks about your previous conversation.  

 

Holiday or Occasion Cards 

Then there are the times where the prospect isn’t ready to buy. What happens then? One way to keep in touch is to send them holiday cards, birthday cards, or other special occasion cards. This not only gives you another communication touchpoint, but it also shows that you care and are thinking of them throughout the year. And who knows? Maybe when the time is right and they need some planning help, they’ll come to you, because you’ve consistently and persistently kept in contact with them.  

How do you keep your prospects warm? By not letting the communication line go cold. Follow up with emails, social media, phone calls, and mail, and, hopefully, your good impression will turn that prospect into a client.  

And who knows? Maybe when the time is right and they need some planning help, they’ll come to you, because you’ve consistently and persistently kept in contact with them.

For more ways to nurture and grow your prospects and clients, check out our Loyalty Builder services.  

 

Sources: 

1. Putnam Investments. “Putnam Social Advisor Survey.” 2018. https://www.putnam.com/advisor/business-building/social-media/ 

2. Statista. “Number of social media users worldwide from 2010 to 2021 (in billions).” https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/ 

#19-0529-071220 

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