The Power of Follow-Up (and How To Do It) with Bethany George
The Power of Follow-Up (and How To Do It) with Bethany George

The Power of Follow-Up (and How To Do It) with Bethany George

You’ve heard “the fortune’s in the follow-up” and this saying isn’t wrong. But what do you need to follow up on and what’s actually the best way to do it?

Our interactions with others are key to the stability and growth of our business. Conversations shouldn’t be one-and-done; that’s no way to build a relationship. Instead, we need to create systems where we’re following up with people and not dropping them after one conversation.

And when it comes to sales, there’s a finesse to it.

This week on the podcast, Bethany George, the Follow-Up Boss, is sharing what follow-up should really look like and how to do it in a way that’s not sleazy. Especially when we’re talking sales but also when you’re just getting to know someone.

Mentioned in This Episode Podcast

About Bethany George

Bethany is an entrepreneur at heart, her journey has taken her in and out of many careers. As a freelancer, corporate sales, solopreneur and more, her deepest desire was to understand WHY people respond to this message and not that, why this methodology of sales/marketing/communication worked and this didn’t. Through it all, she has developed a proven method of how to support passion-driven, people-first businesses to operate in a way that is aligned with their core values, and expand their impact while being sustainable and ethical.

She is a mom to 5 kids, a nature-lover, herbalist and community builder.

Transcript

Abby Herman 0:08
Hey there, and welcome to episode 229 of The Content Experiment Podcast, a podcast for service driven business owners who know that content is important. But there’s also so much more to marketing and business growth. Here we talk about showing up for your audience in a way that they want to hear and in a way that’s sustainable for you. This might mean publishing a weekly podcast or blog, but it also means paying attention to your email list, leveraging other people’s audiences, building relationships, and getting over the limiting mindsets that often hit when we’re reaching for the next level in our business.

Abby Herman 0:43
I’m Abby Herman, content strategist and podcast manager for business owners who want to make their marketing feel easier and more streamlined, so they can get back to serving their clients and making those sales. I will show you how, or I’ll do it for you, will you do business in a way that works for you? I can help by supporting you through building a content and marketing strategy, taking care of the podcast management for you, or giving you the tools and resources to take this on yourself.

Abby Herman 1:11
Have you ever not followed up with someone after a discovery call, or after sending a proposal, or maybe you started chatting with someone in Instagram or LinkedIn direct messages, and then at some point, you just forgot to reply to their message. Or maybe you received a proposal from someone and just never followed up? Well, no matter which side of the issue you’re on, follow up is important. And I’m not just talking about following up when it comes to sales or selling. It’s also important in personal relationships, business friendships, and people who you’ve sought out for help and more. To be honest, it’s hard for me, I really struggle with following up because I get busy or distracted or I’m just playing ding baddie. And it’s incredibly frustrating to be on both sides.

Abby Herman 2:05
This week on the podcast, Bethany George, the Follow Up Boss is sharing with us why follow up is so important, how to generate curiosity without hard sales, and what role automations and tech have in following up with human beings. Before we get into the conversation, here is a little more about Bethany. Bethany is an entrepreneur at heart, her journey has taken her in and out of many careers. As a freelancer, corporate sales solopreneur and more. Her business desire was to understand why people respond to this message and not that message, why this methodology of sales and marketing communication worked, and this one didn’t. Through it all, she has developed a proven method of how to support Passion Driven people, first businesses to operate in a way that is aligned with their core values, expand their impact while being sustainable and ethical. She is a mom to five kids and nature lover, herbalist and community builder. Here is our conversation.

Abby Herman 3:12
Bethany, thank you so much for joining me today. I’m super excited to chat.

Bethany George 3:17
Absolutely. I’m excited.

Abby Herman 3:18
Yes. Before we dive in, can you share with listeners what you do and who you do it for?

Bethany George 3:24
Absolutely. That’s my word of the day, obviously. So I’m Bethany George, I’m the follow up boss. And I help passionate business owners understand the power of follow up how it can supercharge your sales process without increasing the cost and marketing. And I do this through purposeful, intentional interactions. From the moment you have that first conversation with a potential new customer or client all the way until honestly, through the call the whole process with them. And my favorite businesses to work with our small business owners who have grown and grown their business. They’re very passionate about what they do. And they know they want to make an impact on the world. But sometimes those sales kind of drop off and they just don’t quite know what it is. And they are not willing to do the what I call traditional sales techniques of manipulation and fear and slimy sales. They really know there’s a better way and I can help teach that.

Abby Herman 4:30
Oh, the manipulation and fear. I think that there’s a lot of that going on in the whole online space. So I definitely want to talk about that. Before we get there though. Can you share a little bit about how you work with clients and how does the way that you work with your clients help you to live the lifestyle that you want?

Bethany George 4:49
Absolutely. So a lot of what I do is kind of in a consulting space. I really come into the business and I asked them to pull back the curtain. So we work Wonder one because I know that there is no one size fits all. I want them to pull back the curtain and tell me what is it that the processes they already do? Who are they meeting with? How are they having this conversations? And really, I’m looking to understand what is the experience they’re creating. Because as a business owner, we get so caught up in doing the tasks, posting the content and doing the demo and you know, serving our clients that sometimes we don’t realize that in between those steps, there are gaps where people just get lost. And those those moments can be key moments for that prospect or potential customer. And it could tell them something about your business that you don’t want them to believe. For example, if you start a conversation with somebody and then don’t follow up, or more directly, because people think follow up is something that we do, as a reaction, someone asks you for something or you tell them, You’re going to give them something and then you follow up with that information. Or they say they’re going to buy something until you follow up. I say follow up is a continued conversation that you intentionally move forward. And when you do that, you you keep moving them forward through this, this journey. And too often as businesses, we wait to react. And so the conversation just ends naturally certain pieces of the conversation or what has come to a close, and we just sit back and think, well, they’ll reach out when they’re ready for me. Well, they’re also busy, and they won’t remember you. And they’ll they’ll forget, like, who was that person I talked to? Or how do I get ahold of them? Or maybe they don’t really want to work with me, because they haven’t talked to me forever, or the only communication we have is about the business. And then it feels transactional. It just gave you a whole bunch of stuff. Did you and I can answer the other part of the question too is how does it help me create my life doing?

Abby Herman 6:54
And because I want to I definitely want to come back to the follow up piece because I have a whole bunch of questions around that. But yes, how does like that consulting piece and the way that you work with clients help you to live the lifestyle that you want?

Bethany George 7:06
Absolutely. So one great example of this is, I mean, this was just like the perfect example, I guess, my son was diagnosed with cancer back in the fall of 2020. And he spent the next six, eight months in and out of the hospital. And I spent a lot of time with him, I could not have done that in a hourly or salary job. What I was able to do with my business was work it when I was available, and maintain it while he was at the hospital. And I’m also not a morning person, like I thought about I literally had this cup bust out this morning, as my husband was rolling out of bed to go to the office, I was able to stay in bed for a little bit longer, and just allow myself to wake up a little slower, like I have made my business around that fact that when I want to wake up early, I can but I don’t have to every morning.

Abby Herman 7:58
Yes, yeah, the flexibility, especially, you know, as a parent, and especially as a parent with a child who has medical needs. Yeah, that’s so important to be able to have that flexibility. So I love that because you can kind of structure your schedule the way it works for you. And, and that might change from probably does change from week to week and even day to day. So I love that. Well. So let’s talk about follow up because you are the follow up boss. And you were saying that follow up a lot of business owners look at as like a reaction. And I’m totally right. They’re like, I think, okay, I had a conversation with someone. They asked for a proposal, I sent a proposal. That’s my follow up. I don’t hear back from them. So I follow up again. And and it’s like, it’s a trick, it’s transactional? 100%. Can you explain your approach to it and your approach to follow up in general? Because when you kind of already did, but is it about just nurturing relationships and having conversations? What does it look like?

Bethany George 9:08
Absolutely. So actually, I’ll give a really good example in that specific scenario, because when we think of follow up, we typically typically think someone has shown interest in our business, and we follow up until the close. And then that environment, even there, I look at it differently. And the example would be I actually had this with a client of my own, where, you know, I sent them a proposal. They they looked it over, I could tell they looked at it right. I could tell they clicked on it and opened it and all that sort of stuff. I didn’t hear anything for a little while. So I sat there and thought, Okay, how do I want to follow up with this person in the way that really helps if you step back and think if I was the consumer and so that’s kind of the way I phrase it. What would I want in this moment? I know I’ve been in this situation where I wanted to purchase something from somebody, but they’re Something happening that wasn’t that prevented me from taking action immediately. And so I don’t want to be pestered, but I do want to know that they care. So what would I want to hear in this moment? And that’s how I actually phrase my follow up. So for two or three weeks, but once a week, I would send them a message. And it wasn’t, are you ready? It was, let me give you like one of the emails, I was said, when we get started together, this is what it’s going to look like. So I wondered, provide clarity, because lack of clarity can often is oftentimes the cause for hesitation, what happens that, you know, they could be asking themselves, what happens when I say yes, when I click the Pay button, or whatever that that step is, so if you provide that clarity, so when we start working together, this is the first thing that will happen. Here’s some things that I’ll be asking from you. Another follow up was no rush, because even though I wanted it, you know, as soon as possible, because I was excited to work with them. I knew that they had other things going on. And so my the subject title was actually no rush. And it said, I know you have a lot on your plate, there’s a lot of things going on, know that when you’re ready to begin, I am here and ready for you. Assuming that that isn’t the case, sometimes, there are time limits. But if I had a scenario where I was like I’m holding a spot for you, and I can only hold it so long, I might say something like, when you’re ready, I’m holding the spot, that spot is available, but I don’t want them I don’t want to create fear, right?

Abby Herman 11:33
Because even when I respond in 24 hours or the spots gone,

Bethany George 11:38
yeah, I absolutely despise fear base, I know the phrase FOMO fear of missing out. But when I see when I see people using that technique, it makes me feel gross, not better, not motivated. Right. So that’s the place that I that I operate from. So in that specific example, that some of the follow up I use.

Abby Herman 12:01
Okay, So and I totally agree with you that it is does feel really icky to have that, you know, you only have this much time. However, just to play devil’s advocate here, sometimes it’s true, sometimes it’s a cohort or something, and the doors are closing, or sometimes it’s, you know, you only have 10 spots available. And there I mean, usually that fear based, you know, approach is because I want to sell these 10 spots as quickly as possible. But, you know, sometimes there is a limit. So how do you approach a follow up when a really specific like when we’re talking about a sales based follow up, in terms of there truly is a limit?

Bethany George 12:48
Yes. Well, and I think this is a good example of like I said, I don’t like fear based. And the alternative that for me is I use two different words that kind of mean the same thing to me, not the same thing, but same context. I want to empower them. And I use curiosity to do that. And so an example of let’s say, you know, there’s a it’s a cohort and you know, the doors closed the certain time. Yeah, I and again, I think in my own experience, you know, I sometimes it helps to really look at it from like, what would I feel in this moment, because it helps you phrase it differently. Because every decision that we make, as someone spending money is emotional, but as a business owner, it’s them buying something as emotional in a different way. And so we really need to be in their shoes to phrase it right. When we phrase it from our perspective, it comes across as pushy and salesy and fear base. But when we say, I know you are interested in this spot, the you know, the doors are closing tomorrow at noon, and I really didn’t want to miss out if you indeed were ready for this moment. There will be other opportunities, because don’t lie. There almost always will be.

Abby Herman 13:59
Uh huh, I’m not going to offer this again for five more years.

Bethany George 14:03
Unless I mean, for some reason, like this is a trial if I you know, if it doesn’t work, we may not offer it again. But you know, like, but literally like, I don’t want to pressure you, I want you to be empowered to join us. If you jump home, this is what you experience. And I think you would be a great fit for this group. Yeah, we’d love to see you there. Yeah. You have a difference?

Abby Herman 14:22
Yes, absolutely. And I actually follow somebody who I have considered buying from many times over the last probably 18 months. They have a program they actually have this retreat that is being held in my state in this weekend actually coming up that as we’re recording this but and I’ve wanted to attend something and I’ve wanted to purchase a program from this person, and I haven’t because it feels icky because they use the I’m not going to do this again for you know till next year or for nine month unser, whatever, and I, and I’m sure that the program has loads of value, I’m sure that I would get a lot out of it. But what my fear is that if I show up, that everything within the program itself will be so strict and stringent and just feel really stressful for me that I it’s prevented me from from buying. So, yes, I totally get all of what you’re saying.

Bethany George 15:30
There’s, there’s another coach in in my same city that does, she’s super visible online, she does all kinds of in person and virtual events. I love her as a person, she’s delightful, but her sales techniques, and she and she’s, she’s backed bopped around in different types of coaching, but she’s done sales coaching. And she promotes using, you know, things like fear of missing out and time time things and stuff like that. And I’m like, yeah, and, and I love to be in her community, because it’s a lot of my local people. At the same time. I’m like, I don’t, I don’t agree with this methodology. Right? So I get to hold that in the same space, which is a fun experience as well.

Abby Herman 16:14
Yeah. Yes. And you know, I think, you know, in business, I’m pretty no nonsense, I pretty much I like, quote, unquote, rules. I like structure and all of that. But not necessarily when it comes to spending money and to, you know, making decisions, especially decisions that are like, large financial decisions. And I consider that like, literally anything over $500, I’m gonna have pause, and I want to think about it. And I don’t want to be feel pressured into making a decision. So, yes. So what about when it comes to what does follow up mean, to you, when it comes to building relationships and doing things outside of like the sales cycle? What does that actually look like? Because you know, we all need business connections. And, you know, we need to have that in our lives. And we’re all very busy. And we can’t build relationships with everyone.

Bethany George 17:20
Yes, yes. So I’ll give you a good example of, I had someone just reach out to me, that was like, he was talking to somebody else who knows me. He was explaining how he’s has a hard time with his follow up. She’s like, you have talked to Bethany, she’s a follow up boss. So he emailed me and was like, I guess I need to talk to you. You’re the follow up Boss, I’m looking at maybe hiring someone to do my follow up? Or maybe get some automation? Or have you ever used this CRM? Yeah, and I was like, Let’s have coffee, because I think my perspective on follow up is gonna be a little different than you think it is. And that’s because there comes a point in every business process, unless you are literally everything you’re selling is completely digital online, you know, hands off, they can go to a website, they can be sold by the copy, they can bind the e book, and they can move on, and you never interact with them. Sure. In that case, you can have everything automated if you want. So the question is, Do Is that what you want? Or do you really does your business? And especially after they buy in your business? Will you be working with them one to one, or inter interacting with them? Not just one on one, but like, will you be interacting with them? If the answer is yes, then your sales process must have personalization must have interaction with you. You cannot hand that off. There are pieces you can hand off, there are pieces you can automate. But please, for the love of all things holy, stop automating your follow up process completely. So whether it’s you, you go to networking events, and you meet people, and you’re building relationships that way, or you have some sort of marketing that draws people in, I like to say that marketing is your messaging out to the masses. That that is it’s like the billboard on the highway that directs people to the exit that comes to your store. Right? And when they come to your store virtually or physically, the moment they enter into your doors, it’s up to you, and your team, whatever team you have, and you can have people on your team that are those interactions as well depends on who’s the face of the business and how that works. But the key is that that they sit they feel seen and heard and recognized. Yeah. And that is what will set you specially as any small business that is your superpower. We so often give it away because we think we have to automate in order to scale but unless we become an Amazon, which I have stories about Amazon because I work as a QA Amtrak driver for them sometimes, unless you’re going to be Amazon, stop trying to scale to become this huge corporation and focus on what is your gift. And that is your unique ability to be personal and interact with them individually. Yeah. Questions that go with?

Abby Herman 20:16
Well, I think Amazon is a great example of the whole automation piece. And I would like literally yesterday, I just returned something through Amazon that I mean, I barely had to say anything to anybody through the whole process, I walked into the UPS store, dropped it off, she scanned it, I said, thank you. And that was it. And that is a great way to sell at scale Amazon, you know, like, yeah, we’re not all gonna be Amazon. Do we want to and I think that people listening don’t want to be Amazon. Do we need to be Jeff Bezos? No, we do not. I don’t know anybody who wants to. So yeah, no, I totally, I totally agree. I want to go back to something that you said about, you just said that they need to feel seen, heard and recognized and that your superpowers? So in terms of follow up? What does that what does that look like? How do you make someone? And we’re talking like, can you do this at scale? If you have a digital product that you’re selling? Or? And or how do you do that with as a one on one service provider who’s providing maybe a high ticket, product or service,

Bethany George 21:35
right. So there’s different there are ways in both of those, that you can do this. And the easiest way to explain what that looks like is I love to talk about how there’s three stages of the buying process. And when you understand what these stages are, and recognize where each person is, what stage they’re there in, then you understand what communication they need from you. Okay, so the first stage is curious. When people first enter your door, again, we’re going to use I’m gonna use a brick business for the example. When they walk into your store. Let’s say you have a gift shop. They saw a bulletin board on the freeway, you know, whatever it is, or saw an ad on Google, whatever. So they walk in the door. They are curious. They’re not ready to purchase anything. They didn’t walk in with like, Oh, I must get that cool. little knick knack in the corner. They don’t know what’s in the store yet. They don’t know who you are. They don’t know what the theme is. So they walk in looking around. Sure. And right now they’re open and curious. Now if you approach them too aggressively. Hi, sir, how you doing? What are you looking for? Oh, are you looking for you to give to your wife, I got this great thing. They’re like, please leave me alone. And they back out with their hands up. And we do that a lot in business. Anybody who networks has, has met those people walked in your store and you’re already trying to like push me.

Abby Herman 23:00
and for the people in the digital space. That annoying approach? Is daily emails like daily automated emails that come to your inbox or twice a day or the the at everyone tag on Facebook? Oh, my goodness, I order the daily like regular messages and direct messages reminding you of that’s all that is the salesperson who won’t leave you alone in the shop that you just want to browse at.

Bethany George 23:31
Yes, exactly.

Abby Herman 23:33
Yeah, I just, I just had to throw that in.

Bethany George 23:36
Perfect. Oh, my God, that’s so good. Well, I think about like, tell me you don’t know who I am. Without telling me you don’t know who I am? At everyone.

Abby Herman 23:46
No kidding. Yes. Yes.

Speaker 2 23:48
Yep. Would you do this podcast? Because I need that sound like because that’s a good one. So yes, that’s a great, so curious when they’re curious. The thing to remember when they’re curious is that they’re just exploring. They’re just researching. Sometimes. The other negative terms sometimes use is tire kickers. Well, that’s because they’re not committed. And that’s actually the stage. So in the curious phase, you recognize that they’re there. And you, you stoke the fires of curiosity? And you do that by your own curiosity? Or, you know, you walk up that that salesperson who’s like, Hello, sir. Thanks for going to the store. Is there anything I can help you find today? And if they’re like, Well, I was looking for something from my wife. Very, very nice. Oh, absolutely. So what tell me what kind of things that she likes. Tell me what kind of things you’re looking for. What is your price range explained to me, right? And so you get to know the person you ask. And you ask not just business questions, because I’ve had people who have like, oh, yeah, I know how to ask good questions and learn people about you and then they drill me. This is not 20 questions. Yeah. You literally genuinely need to be curious and willing to ask questions that are unrelated to business. because that is actually that’s how you help them see, to feel seen and heard is, I want to know about you. You know, I learned about Abby, she’s not a cat person. But she’s got adorable cat that is her daughter’s right. So like, that was a fun, fun fact.

Abby Herman 25:14
That was before we hit record, by the way listeners.

Bethany George 25:19
And so like those, so in the curious phase that you’re doing, your goal is to truly understand who they are and what their needs are in a way that is truly genuine. And relationship focused. What you uncover is, there are potentially needs that they have that match your business. And if you are being curious and stoking curiosity, then you can get them interested in curious about what you do. And sometimes they say, like, if you ask what you want, tell me about your business. Tell me what you do. And eventually they’ll be like, What are you doing? And there are other ways, a lot of times, I like to say like, if you’re talking to someone who just loves talking about themselves, they’re probably not going to be a good prospect.

Abby Herman 26:03
probably not.

Bethany George 26:05
Yeah, so like, you start figuring out where, what they need, what you have matches, and you start guiding them to see how those pieces fit. So with curiosity, those pieces start getting getting closer and closer until eventually, they realize this is where the empowerment comes in. Oh, you’ve been telling me that the reason why people aren’t buying my business, even though I’m talking to lots of people, is because I’m not helping them understand how what I do matches their need. Oh, that’s what you do. And that’s when that moment that connection happens. That’s when they move to the next stage. Okay, the next stage is interested. So which way they say, Tell me more? Are they ready to sign the dotted line? Are they ready to hand you their wallet? No, they’re interested, they recognize the need, and they want to learn? Is this possible. So now you can start talking about the logistics of what it looks like to work with you. But don’t lose sight of the relationship you’ve just built. Because if you become is because you can people easily move into transaction mode here. Probably the biggest mistake that they do, they move into, they move into transaction mode, and they think that person is ready, and they’re like, awesome. Alright, so here’s a contract, here’s all and we’re gonna work together, we’re gonna get you signed up, and we’re gonna get you know, Jenny over there is gonna take your money, and you start backing out the door again. So, and what’s really important in the interested stage, is to be aware of the things that cause your potential customers to hesitate, do you have a high ticket items? Then? would what would make them hesitate to spend that money on your, on your product, your product? Could it be they don’t understand what’s available to them? And and what would what would be the end result? So we really clear about that? Could it be that they don’t know what happens when they say yes, you know, okay, so what what does this actually look like? How long will you work with them? How often will you work with them? What will you need from me? Do I, you know, like, you need to let lay all this out. Clarity is the key in this stage. And you can automate some of this stuff, I like to tell people, the really good merge spot for your follow up, is to have templated emails, if you’re using emails of primary communication. And that is, so when you have like when someone says, so what does that? What does that package look like? I’ll send you some information. And then you can say, the top of that email, it was great to have that conversation with you today. Here’s some of the information you asked for. There’s some personal settings, there’s rest information that you just you, you don’t have to type it every time. Yes, that’s a time saver.

Abby Herman 28:48
Well, and I can see to where, where automation can come in would be you keeping track on the back end of where specific people are in this process? Yes, and and automate that. So like, maybe you get reminders that okay, it’s been two weeks since I’ve talked to this person. And there’s a reminder to send them a message or there’s a reminder to do some follow up. Because, for me, the biggest struggle that I have in this process is I talked to so many people, I can’t remember anything. I cannot remember who I talked to last week, I can’t remember who I talked to yesterday, or who I might have connected with on LinkedIn. And so I have no idea where they are in the process. And so then I just completely slack on doing any kind of follow up with anybody. Yeah, that’s my that’s my biggest challenge.

Bethany George 29:51
So there are three reasons people don’t follow up. And this is from my sign language. Here’s why I use those three like this for those watching. Not knowing what to say which I understand these stages will help you get clarity about what to say. I always forget the three pieces, not knowing what to say, not knowing when to say it. How often do I talk to them? Or what modality do I use? And that really comes down to staying in touch regularly. And the more interested they are, the sooner those conversations will need to be. And the last one is forgetting.

Abby Herman 30:26
I’m that one.

Bethany George 30:30
I’ve been doing this for three years. And firstly, I am not immune to any of these things. I have forgotten I have gotten behind I have all the things. And because I’m more aware of it, it’s easier for me to beat myself up when I’m like, Oh, I’m the boss that I forgot. But also, I have talked with hundreds and hundreds and hundreds of people over the I keep meeting to go back and look even to see like what and 22 Did I only people knew people did I need and how many Congress? And I haven’t done that time do that. The number of people who don’t even follow up after an initial, let’s get to know your call.

Abby Herman 31:07
Yes.

Bethany George 31:08
is astounding.

Abby Herman 31:09
Yes. And even you and I talked last week, and you did a really good job of following up with me. And did I follow up with you? Nope. We had this appointment. So I’m like, I already know that I’m talking to her. But I should have followed up with you too.

Bethany George 31:25
And I never and for me, it’s never appointment will never say never. Because there are times where I’m like I am judging you, not you in the face. But like there are moments where I’m like, I will reach out to a business and be like, tell me more because I’m actually interested and they don’t follow up with me. Yeah. There are so many businesses, I have not paid money. Because they won’t follow up with me. Yes, yes. So, okay. So we’re curious,

Abby Herman 31:52
we get interested, we get more information. And then And then what’s the next stage in that, in that journey?

Bethany George 31:58
The final stage is committed. And that’s when they say, Yes, sign me up is my money. And the reason why that is a stage and nada. Above line is because many businesses from when they say yes, until the product or service has been delivered, can be a significant gap. A perfect example of this is buying a home. So when you place a bid on a house, and it’s accepted, urine, urine committed mode, that’s the house you’re gonna get. And there’s a whole usually a month long process of home inspections and financing and all these things. Who’s the person that you’re buying from? It’s actually not so much the homeowner, right? We deliver who helped you buy the house? Who’s the first person in this pier? Once you get once your bid is accepted? A lot of realtors poof, yeah, they’re off chasing the next, the next buyer or seller? If so, when you’re going through the most emotional part of this of this process, and things are not going as planned and the closings getting delayed or may get cancelled. Where’s that person who’s been your right hand man this whole time? They’re off helping somebody else? Yeah. So understanding what your what your buyers are going through in this process is vitally important. Is there an onboarding they have to go through? Do they do need information from them? You know, and staying with them. And if they don’t send you something, you need to move forward? Communicate? Check in with them, find out what’s going on with them. If they disappear out of your group program, ask them what’s going on?

Abby Herman 33:45
Do you mean follow up with them? So what you’re saying?

Bethany George 33:49
Like, I don’t know how many times I’ve been in group programs, and my life gets busy. You know, it might have been awhile ago, my son was in the hospital, who knows? Like, it could just be so bad. I don’t show up the time and the number of times I’ve had somebody reach out me like, hey, Bethany, we really missed you hope everything’s okay. Is there anything I can do to support you right now? It’s so rare. And when it does happen, it makes me feel valued.

Abby Herman 34:13
Yes. I agree. I have 100% disappeared from group programs and other things that I’ve I’ve taken and it’s the the business owner who reaches out and it’s because you know, for all the reasons you said like I get busy your stuff that’s going on with life. Or maybe I just can’t find the materials in the program that I need to have somebody follow up with me and really connect it to find out what it is that I need is yeah, like you said, it makes you feel really valued and makes you look at that purchase a little bit differently than if I had just kind of disappeared, then I feel like I didn’t spend my money wisely or I didn’t get the ROI I wanted, because I, because of whatever reasons. So,

Bethany George 35:05
yeah, and I see a lot of times, you know, if you’re like a group program, or there’s some sort of digital asset that you’re being sent, it’s coming from an automated system. So it’s not coming from that person’s personally mail. Yeah, I’ve had a where I went to go find information about whatever program or whatever thing that I purchased, and I’ll, uh, you know, look at my inbox, that person’s email, but it’s not from them. And I don’t remember what system they used. Yes. And all went into my junk folder. And so if you just had to wait, like, and I tell people to get out your inbox, sometimes you’re messaging people, if you don’t hear from somebody get out of the inbox, go find them somewhere else. Yeah, on social media call or text them, especially if you’re, you know, especially once they become a client, like, especially once they become a client, right? If you don’t see them, text them, Hey, is everything okay? Did you did you need the information? The number of times I’ve done zoom calls, and I asked for people’s cell phone like, what’s, what’s the number I can get a hold of you last minute? Sometimes if something happens to me, and I will text them, but sometimes they don’t show up. And so, five minutes after the start time, I’ll text them. Did you find the link? Okay. Yeah. And so I have virtually no, no call no shows to any of my Zoom meetings. That’s awesome. Sometimes they will be, they’ll respond with Oh, my God, I’m so sorry. I had a meeting. I meant to message you. Okay. You know, sometimes it’d be I can’t find a link and you send it to me again, you know?

Abby Herman 36:36
Yes. Yeah. I agree. Bethany, this has been so great. I want to respect your time. I know we’re already past the time on our end, because we chit chatted before, but I want to, I would love for you to share with listeners, if there were only two things that they took away from this conversation, what do you hope that they would take away?

Bethany George 36:58
So I think the number one thing I’d have them takeaway is, whenever messaging your audience, at any point in the process, consider what it would feel like to be the receiver, not from your business mind. But from the person who’s on the email list, the person who’s on watching you on social media, or the person who’s simply had a conversation, how can you make it feel like you’re there you are talking to them? And then I say the other thing would be, don’t rush it. Too often, we’re in a hurry to close a deal. And that is the fastest way to make someone feel like they’re just dollar signs to you.

Abby Herman 37:38
Mm hmm. Yes. And you have a freebie on your website about the three stages of the buying process. Can you share with listeners where to find that, and maybe where your favorite place to hang out online is?

Bethany George 37:53
Yeah, so my website, which is the follow up boss.com. If you go there, you can learn a bit more about the three stages. There’s a number of buttons on the page where you can click and you will sign up for my newsletter. It’s not very often because I do want to be very personal. But what you’ll get when you sign up is for emails, which is a video series on the the three stages. You can find me after I post most often in LinkedIn at this point. But I do a lot of video content. So I have a really good YouTube with lengthier videos. I do show up on Tiktok and Instagram as well. So the follow up boss as well. I would say it’s the because there is another follow up boss but I’m the

Abby Herman 38:39
I would say the follow up boss right.

Bethany George 38:43
Like here, Ohio you know, the Ohio State University.

Abby Herman 38:47
Yes, that’s something I just recently learned like in the last week, I had no idea. Well, that’s me. Thank you so much. I’ll make sure to include all of the links on the in the show notes so people can find you. Thanks so much for being here.

Bethany George 39:02
Thank you very much.

Abby Herman 39:05
My biggest takeaways from this conversation is probably around automations. I love a good automation, because we can’t manually do everything. But there’s so much to be said for a personal note and true one to one follow up to really help foster quality relationships, and maybe even make a sale or two in the process. If you found value in what you learned here today, be sure to share it on social media. Take a screenshot of the episode on your phone and share it over on Instagram Stories. Be sure to tag me at the content experiment. Or you can head over to LinkedIn and connect with me there be sure to tell me that you found me on the podcast. When you send the connection invite. The more you share this podcast with others the more we can get it into the hands and earbuds of more business owners just like you who need to hear the message that they are not alone. Until next time, take care.

Transcribed by https://otter.ai

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