How “Boring” Closes Clients
Consistency is boring. No one wants to hear about it. Everyone wants the quick, easy wins. That instant gratification. And I’ll admit the hit of dopamine is intoxicating when you get it. But you know what? That’s not the norm. And that’s typically not what sustains a business. It is, in fact, the consistent, boring actions taken day in and day out that grow a sustainable business. But no one wants to talk about how if you create a plan, create a system, develop a routine and stick to it, it’ll work. It may take longer than the quick hits, but it’s reliable. I think it’s a highly underrated strategy. And it’s an easy fix!
Let me give you an example. This year alone I’ve had four engagements with new clients that came specifically from consistent follow up and consistent touch points. Three of those four have followed me on socials and have been on my mailing list for two years or more. And I show up in those spaces consistently, without fail. The other engagement came from consistent follow up post consultation. We met at the very beginning of the year, she was interested but the timing wasn’t right. I gently continued to check back in, provide other resources and keep engaging in other ways. She got to a place where she was ready to move forward last month. That’s an 8 month sales cycle! And sometimes it takes longer! Imagine if I hadn’t had a system in place for following up, for keeping in touch; that’s a lead I likely would have lost. And I have seven other leads that I’m currently using the same follow up process for. You have to stick with it.
My point is, you never know who’s watching, reading, listening, or interested. People are consuming your information, your expertise, your viewpoints, who you are as a person, business owner, and leader. All of this matters. So the question really is, are you showing up consistently and what does that look like for you? Do you have a follow up process for warm leads? How frequently and what type of touch points are you providing? What systems can you put in place that will keep you on track?
When the time is right, your people will find you, and they’ll be an easier ‘yes’ because they’ve been watching you show up all along. Consistency is a long but worthwhile game.
