Your marketing efforts seem to be generating strong interest, but do you feel you’re missing the mark on the sales end? If converting marketing efforts into sales is a challenge, it’s time to look at how you follow up with potential clients.

It seems like such a small step from marketing to sales, but the more we focus on herding clients to our doors, the less aware we may be of following up properly to make the final jump from marketing to closing the deal. Follow up consistently, and you will move more potential clients closer to the sale while developing your sales skills.

The Marketing to Sales Transition. Let’s assume you have a great marketing strategy that is generating interest in your business. Prospective clients are more informed about and familiar with your services and are warming up to the idea of doing business. Someone contacts you, indicating interest in learning more about your services, or you spoke with someone at a networking event and exchanged business cards. The steps you take now to continue to market yourself during this transition period, before asking for the sale, are crucial to your success in closing the deal.

Follow up with your prospect within 24 to 48 hours. But before you make that call, take the time and the necessary steps to facilitate the goal of getting the meeting and, eventually, closing the deal.

Make Follow Up Routine. Heading off to a networking event in the evening? Be sure to allot time the next morning to follow up with prospects. In fact, try to schedule some follow up activity every day. You can always follow up with current clients if there are no new prospects on the horizon, or take some time to research target prospects.

Do Your Research. You’ve received a call or are holding a business card in your hand. What’s your first step? Visit their website to learn more about their business. Do you see a specific or potential need your business can meet? If your prospect doesn’t have a website, you might ask a mutual acquaintance for information. If you have little or no information, make a note to ask your prospect to tell you more about their business and what they do.

Always Add Value. Think about how you can add value to your prospect’s business through your services. If there is a specific need or concern you can meet, make note of that. Also note how you can meet that need and how the prospect will benefit. For example, a prospect has shared a concern about implementing a new inventory system. When you follow up, cite their concern about inventory, and then say that you “would like to share some ideas about the inventory control systems we’ve implemented for others to reduce their loss and to allow them to more quickly restock.” Don’t be afraid to add value to every call and email. Remind yourself that your service is valuable to your clients and future prospects. If the issue is outside your area of expertise, consider partnering with someone who has more experience with that issue. Or, at least, give a referral or recommendation for someone you know that can help.