Stalking Your Business Prey: 5 Ways to Fail at Follow-up
I could feel his eyes on me, watching my every move.
I opened his email, scanned the content, clicked on the link and arrived at the landing page. I carefully filled out the registration form, clicked on the download button … and BOOM! The phone rang with his follow-up call.
I gasped, picked up the phone and without even identifying myself said, in utter disbelief, “Don’t tell me you’re following up on the paper I downloaded TWO SECONDS ago?”
I could hear him chuckle before he said “I just wanted to see if you had any questions.”
“How could I have any questions?” I exclaimed. “I haven’t had a second to even open the PDF!”
Have we moved to an era where salespeople are so desperate to meet sales pipeline quotas that they think it’s appropriate to contact a potential lead within seconds or minutes of a download?
Needless to say, he’s tried calling me back again, and again, and again over the last few weeks. But since I enjoy call display, I’m going out of my way to avoid answering. Why? Because his behavior was so creepy, I don’t want to engage in any sort of dialogue with him – ever. In fact, he’s turned me into a “brand evader.
In this pressure-filled business world, using content to lure potential prospects into the sales funnel is an extremely common marketing strategy. But the follow-up needs to be carefully strategized: whether it’s message, timing or contact channel. And I find most marketing and sales people have already picked up a dozen bad habits.
The Random Connection
I seem to attract lots of interest from others on LinkedIn. I get invitations to Link In with dozens of people each week — most of which I ignore. Why? Because the only note attached to their invitation is the LinkedIn default message “I’d like to add you to my professional network on LinkedIn.”
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.