I Can Tell When You Botch Your Follow Up From The Show

Jim Luff
Posted on March 28, 2018

Before we all headed out to the fabulous International LCT Show in Las Vegas last month, I shared with you a method for coding business cards so you could follow-up in an organized and methodical method.

Apparently, many of you failed to read the article and have engaged in mass email campaigns that are likely to yield unfulfilling results.

How do I know this? Because my colleagues at LCT and I have been bombarded with generic emails that indicate you didn’t even take the time to read our business cards. In fact, I can almost guarantee you hired someone for minimum wage and gave the instructions, “enter every email address into this spreadsheet.” When LCT editors get mass emails with the greeting, “Dear Affiliate,” something’s gone wrong. 

If I gave you my business card at Chosen Payments, you should be able to tell that I am in the business or service of processing credit cards.  If I gave you my LCT business card, you should see that I am an editor. So, why in the world would you send me or my colleagues a generic email that addresses us as an “affiliate” or “potential affiliate?”  Why? Because it was the easy way to do it instead of remembering and validating each individual you met.

In my coding system, I recommended as you collected cards you would use a single letter code to rate how important the lead is to you. As an example, the letter “H” signals a hot lead you need to follow up on quickly. A “W” indicates the card is a warm lead with possible future business. I also recommended you separate potential affiliates from vendors so you didn’t make the mistake described above.

I also recommend you create a form letter and copy and paste it for each person you met, but try to slightly personalize each letter so the person remembers you. I will say it again: While emails are good first steps, nothing is better than a phone call. If you received no response to your follow-up email, use that as an excuse for calling to ask if they received it.

When I receive a form letter like the ones I’ve seen in the last few weeks, I get the impression you didn’t even care to read my business card. Rather, you are simply emailing out to every email address you can get your hands on and hoping something pans out. That’s not working with a plan. That’s working willy-nilly style and the success you hoped for probably won’t be there.

But I like how our editor Martin Romjue handled one of his mass affiliate emails and turned it around (names deleted). Remember, every contact is a potential opportunity!

Hello XXXXX:

It was very nice meeting you and we appreciate you attending your first International LCT Show. As LCT, we do not offer any affiliate rates ourselves but we do have an affiliate website where you could connect with other potential affiliates and operators who share rates: www.LCTConnect.com.

You are also welcome to send me any information or news about your company.

We have our next event coming up in Miami Beach, the LCT Technology Summit, April 29-May 1 at the luxurious Edition hotel: www.lctsummit.com. We hope you or someone from you company can join us.

Related LCT article: How To Follow Up With All Those Contacts

Related Topics: affiliate networks, business cards, ILCT 2018, Jim Luff, lead generation, networking, operations

Jim Luff Contributing Editor
Comments ( 1 )
  • Susan Lundquist

     | about 4 months ago

    Great response by Martin. It never hurts to be nice or helpful. You never can tell when that contact from Kalispell will be driving a client to Flathead Lake, and have the client say that they are going to be in (insert your city here) next week. If you are in that affiliate's memory bank, they just might mention that they know of a great company at his destination. If I sent that operator my E-Card, he'll probably still have it in his cell phone to share with that client. Makes the operator look good in the client's eyes and is a definite Win if the client follows through and books with me. Or, if that Kalispell operator takes it to the next level, they will offer to make that client's business trip even more simple and efficient, by booking that next airport transfer for them. A Double Win!

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