Melinda Emerson’s 5-step follow-up strategy to grow business sales and trust

Did you know that the lack of follow-up can hold your business back? Joining us on the latest episode of The Small Business Show is Melinda Emerson, America’s number one small business expert, author, and the CEO of Quintessence Group. During today’s show, Emerson shares a few strategies for getting it right. 

According to Emerson, while many small business owners wear multiple hats, including sales, marketing, and operations, they often fall short in follow-up. That shortfall is costly. “85% of most sales require a minimum of five follow-ups, but most people stop at one or two,” she expresses. 

“Poor follow-up equals lost revenue all day, every day.”

Emerson outlines several signs of a broken follow-up system, including prospects ghosting after discovery calls, consistently hearing “I’ll think about it,” and low close rates despite a high number of leads. According to Emerson, the root of the problem often includes a lack of a clear sales process, poor website presence, no CRM system, and an overemphasis on email.

To fix it, she recommends a five-part follow-up system: 

1. Connect immediately after meeting a lead, especially at live events.
2. Send value-based content, such as insights or industry news.
3. Request a follow-up call.
4. Ask about preferred timing if the lead is busy.
5. Follow up when promised, using a mix of email, phone, social media, and text over 30, 60, or 90 days.

Emerson also emphasized the importance of personalization. “Don’t rely on AI tools or automation to do your relationship-building,” she warned. Emerson and Jim Fitzpatrick discussed a personal story about receiving homemade cookies from a sales representative who remembered his love of chocolate chip cookies from a previous call, a simple yet impactful gesture that secured the deal. Emerson then affirmed, “That’s somebody who gets a call back.”

Beyond follow-up, Emerson advised would-be entrepreneurs to consider buying existing businesses or investing in franchise opportunities. She notes that many baby boomers are retiring without successors, creating a unique opportunity for aspiring business owners. 

Her final advice for anyone considering the leap into entrepreneurship: “It’s always a good time to start a business, if you have a plan.”