Why Your Design Firm’s Pipeline Isn’t Full

If you solely rely on random inquiries, this is the number one reason why your design firm’s pipeline isn’t full. One of the very practical things I do with my interior designer clients when we’re developing client fit is helping them learn how to improve their lead generation strategy.

We spend a lot of the time getting the communication right before we hit send on those pitch emails but when we do I’m always surprised at how many people give up so easily after all the prep.

It didn’t work. That’s the complaint I hear if they don’t get an immediate response.

Did you follow up? I always ask. Nine times out of ten the answer is no.

What if you didn’t have the right email?

What if it went to spam, or buried among other emails in your inbox?

What if the person you wrote to intended to respond to you and then got distracted?

Did you know that 70% of salespeople never even make a single follow-up attempt after a cold email?

That means 30% already have a leg up when they do and that’s a good thing because statistically speaking, one follow-up isn’t enough to land most sales. In fact, only 2% of sales are made on first contact.

When it comes to email marketing, a first follow-up email can result in a 220% surge in reply rates so that means you’re more likely to make a sale or at least have a conversation if you follow up. Personally, I would suggest a phone call to make sure the contact information you have is 100% correct.

Building on my do-one-scary-thing-per-day philosophy: follow up. But wait until Tuesday, this weekend a lot of people are on holiday.

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