Ask the Expert

I still have leads that haven't converted yet. I don't want to give up on them, so I send them emails every month or so. Are there any other ways I can follow up with my leads other than email?

You've got the right attitude and taken the first step: don't give up on a good lead just because they haven't closed right away.

That lead still has value and potential. First, I recommend that you keep sending the monthly emails. Make it solid by including quotes and highlighting the benefits (not the features) for that prospect.

In addition, make sure to include that lead in the distribution list for the following:

• Newsletter. If you don't have a regular newsletter, you need to start one up soon. It's a powerful, below-the-radar marketing tool.
• Reminder postcards. It's old school, but reminder postcards are a quick way to spur prospects and existing clients to action.
• Invitations. Hosting a workshop or seminar? Make sure unconverted leads get an invitation. You may want to schedule seminars for that purpose if you've got several undecided prospects.
• Ebooks. Can you get your hands on informative ebooks that the lead may find useful? It's a no-cost way to increase your value in their eyes.
• Calls. Finally, don't hesitate to follow up with a phone call, especially after sending an email or mailer.

These follow-up tactics work on leads who have already closed elsewhere, as well as undecided prospects. The key is to keep reinforcing your positive image in their minds.