Can “Touching Base” Be Life Changing?

I recently got a call on my birthday from a friend and highly trusted business associate, Ben, who called to wish me a happy day. Very kind of him. I asked, “How are you doing?” and he  informed me that his business partner had just died. Very sad. I knew his business partner…a great guy and he will be missed.

About a week later Ben and I were at a meeting of the networking group we both belong to, and the facilitator asked Ben if he’d like to say a few words about his late partner, Steve. Ben spoke from the heart and shared the story of how he became Steve’s partner. It’s worth paying attention to.

Steve owned (among other businesses) an insurance company. Ben interviewed with Steve for a position but turned it down and the salary was way too low. He liked Steve, liked the company, but he felt he was worth way more than Steve was able/willing to pay. They had a great meeting and parted on good terms.

About 4 months later Ben received an email from Steve out of the blue, wishing him and his family happy holidays. In that email Steve let Ben know that he had not forgotten him, and that he still felt that his company was where Ben belonged and invited him to revisit the conversation. In that conversation Ben let Steve know that beside needing a higher base, becoming an owner one day was important to him, and Steve let him know that was a real possibility. They agreed on a package that worked for both of them and Ben went to work for Steve.

Ben is an amazing guy. Smart, caring, knowledgeable. He knows insurance inside and out and always takes amazing care of his clients. (I’m one of them) He’s a great networker and very generous. He’s the kind of businessperson who, when you refer him, you KNOW he’s going to make you look good to the person you refer him too. He’s built his book of business mostly through networking and referrals and became highly successful at Steve’s company. And, eventually, the partnership that Ben had said he wanted was offered and accepted. Ben became an owner. I’m not counting Ben’s money, but I suspect he does well for himself financially, because he does well for his clients.

Why am I sharing this story with you?

WAY too often salespeople fumble the follow-up. They do not stay in touch when a prospect says no, or that they need some time, or whatever other excuse they give. There’s an old saying: “The Fortune Is in the Follow-Up.”

A “NO” today does NOT necessarily mean “NO” forever. Often prospects need to be nurtured. They need to be stayed in touch with so that when the time comes that they are ready to invest in your product or service they remember you. You should NOT send an email or call and say, “I’m just touching base,” but that is exactly what you should be doing…touching base. Make sure you add value every time you touch base. Give your prospect some information that helps them do their job better, even though they haven’t yet chosen to do business with you.

If Steve hadn’t touched base with Ben Steve would have had one less fantastic producer and partner. If Steve hadn’t touched base Ben would have wound up working for another company. Would he have been as successful? Undoubtedly so, as that’s who Ben is. Would he have owed/been a partner at an insurance agency? Maybe, maybe not. But that one email, touching base, changed Ben’s life.

How many prospects have you met with who weren’t ready to buy at the time and you never followed up? I’m betting you’ve got previous prospects who are ready to do business with you RIGHT NOW, but you haven’t stayed in touch.

There’s gold in your database. Mine it.

Touch base.