Following Up: A Force to Be Reckoned With

Once during a weekly networking meeting we spoke with a member named Jane who shared a story that's terribly familiar. Perhaps you'll identify with it, too.

Just before the winter holiday Jane connected with an entrepreneur preparing to launch a new handcrafted confectionary business based on family recipes. Jane adored the edibles and realized they would make great gifts to send out as thank yours to clients during the holiday season. Jane said as much to the burgeoning entrepreneur and gave him her card. He promised to connect with her again soon…and that was the last she heard from him.

To be clear, Jane operates a very successful business, which boils down to two things. First, her time is extremely valuable because she's incredibly busy. Second, this was an ideal opportunity for the candy young candy entrepreneur to get a great new client.

A couple of months down the road a new-to-the-game chocolatier contacted Jane about creating client appreciation gifts, and Jane jumped at the chance. And the confectioner? Who knows; he was dust in the wind by then.

There are a couple lessons you can take away from Jane's experience. First, you can't underestimate the transformative potential of simply following up on business leads. Jane had already expressed her genuine interest in giving clients delicious sweets; as such, she was firmly in the investment mindset when the chocolatier approached her.

It boils down to this: we have the responsibility—not our potential clients—to follow up. Had the confectioner done his job and followed up with Jane, he'd have gotten a great account that could have kick-started his burgeoning business.

You see, Jane doesn't work alone. She wiles away her days in a huge office complex filled with service providers. They've all sampled the "thank you" chocolates she ships to clients, and she always praises not just the sweets but also the service she gets. And we all know how powerful and profitable a small sample and word-of-mouth comments can be.

You don't want to be the confectioner who let a big one get away. Be proactive by scheduling time over the next couple of days to look through your Rolodex, business cards, email, and other places you keep contacts. There you'll find people who, just like Jane, will make ideal clients. Some of them are probably even waiting for you to reconnect with them.

Don't let any opportunities slip past. If you're proactive and conscientious about following up, you'll find people who want your products and services—and then they'll sing your praises.