Education is just the start. But it’s not the end. You just can’t educate and hope they buy.
Now you need to contact them regularly and systematically until they move to the next step in your sales process.
I follow this rule: “Follow-up until they buy or die.”
Of course, you don’t want your prospect to literally die. But you do want to follow-up until they take that next step up your “marketing staircase” (page 14).
How do you follow-up?
My advice: Mix it up. Mail newsletters and reports. Call. Visit. Write letters. But always make sure to make an offer. Always ask them if they are ready to take the next step.
When you follow-up, don’t be guilty of Chinese water torture. In other words, don’t use the same message and the same media when you follow-up. Use a variety of messages and media.