Podcast Summary: Grow Your Local Business Episode: MVP: How To Create a Follow Up Process
Host: Leslie Presnall
Release Date: April 15, 2025

Introduction to Effective Follow-Up Processes

In episode 89 of Grow Your Local Business, Leslie Presnall delves deep into the crucial aspect of creating a follow-up process for potential clients. Recognizing that follow-ups are a pivotal step in converting inquiries into loyal customers, Leslie outlines strategies to manage this phase effectively, ensuring business owners can maintain momentum without succumbing to the anxieties that often accompany client interactions.

Understanding the Emotional Landscape of Follow-Ups

Timestamp: [02:15]

Leslie begins by addressing the common emotional turmoil business owners face during the waiting phase after a potential client reaches out. Whether the contact is made via social media, phone, website, or email, the uncertainty can lead to overthinking and self-doubt.

“As business owners, we think a lot about what the potential client could be thinking. We start to worry that they're going to change their mind or go work with someone else down the street instead.”
— Leslie Presnall [02:15]

She emphasizes the importance of recognizing these feelings without judgment, acknowledging that emotional attachment to potential sales is natural, especially in the early stages of a business.

Recognizing and Managing Emotional Attachments

Timestamp: [05:30]

Leslie highlights the significance of self-awareness in managing emotions tied to client responses. She encourages business owners to identify when they're letting external factors influence their emotions and inner stability.

“We need to be able to create that okayness and that safety for ourselves whether or not someone says yes or no.”
— Leslie Presnall [05:30]

By maintaining emotional neutrality, business owners can prevent their self-worth from being tied to individual client interactions, fostering a healthier mindset for sustained business growth.

The Importance of a Structured Follow-Up Process

Timestamp: [09:45]

Transitioning to the core topic, Leslie underscores the necessity of having a standardized follow-up process. She explains that a well-defined procedure can alleviate the emotional strain by providing a clear roadmap for interactions with potential clients.

“Having a very clear follow up process that's more of a standard business procedure can be super helpful because it just becomes like a checklist of things you do with every single potential client.”
— Leslie Presnall [09:45]

This approach transforms follow-ups from a source of anxiety into a manageable, routine task, enabling business owners to focus on delivering value rather than worrying about outcomes.

Steps to Create an Effective Follow-Up Process

1. Determine the Trigger for Follow-Up

Timestamp: [12:10]

Leslie advises business owners to decide when a follow-up is necessary within their specific business context. This could be after an initial inquiry, a consultation call, or any interaction where a decision is pending.

“Decide when you would even use this in your business. Is it after they reach out and ask about something? Is it after you have a conversation with them?”
— Leslie Presnall [12:10]

2. Define the Content of Follow-Up Communications

Timestamp: [15:20]

Content is king in follow-up communications. Leslie recommends crafting messages that address potential client concerns, provide additional information, and reinforce the value of your services.

“Your follow up process is just a procedure. It's a professional procedure. It's a series of messages or emails or touch points that will continue to move your client closer to working with you.”
— Leslie Presnall [15:20]

3. Establish Timing and Frequency

Timestamp: [18:35]

Determining when and how often to follow up is crucial. Leslie suggests setting a schedule that feels natural and respectful, avoiding the pitfalls of appearing desperate or intrusive.

“Maybe you send one email within like 48 hours and then another one two days later and then another one. I don't know. You get to decide what works for you.”
— Leslie Presnall [18:35]

Professionalism in Follow-Up Communications

Timestamp: [21:50]

Leslie emphasizes approaching follow-ups with a professional demeanor rather than a salesy attitude. She draws parallels with other professions, such as dentists and attorneys, who maintain regular, value-driven communication without seeming pushy.

“Think of your follow up process as a very professional thing that you have in place. It’s a neutral, professional business procedure.”
— Leslie Presnall [21:50]

This mindset shift helps business owners present their follow-ups as part of a standard service rather than a desperate attempt to secure a sale.

Pre-Writing Follow-Up Messages

Timestamp: [25:05]

To further minimize emotional involvement, Leslie advises writing all follow-up messages in advance. This preparation ensures consistency, clarity, and a focus on the client's needs rather than the business owner's anxieties.

“Write out every single email or message ahead of time. Save it to where it either goes out automatically or it's something that you can copy and paste and send.”
— Leslie Presnall [25:05]

By automating these communications, business owners can maintain professionalism and efficiency, ensuring no potential client falls through the cracks.

Real-World Examples and Implementation

Timestamp: [28:20]

Leslie shares practical examples from her own experience and client interactions. She describes how automated email sequences in her LocalPreneur Academy nurture leads by providing valuable content, testimonials, and addressing common objections.

“I take them through just more emails like FAQs of being inside the LocalPreneur Academy. I share more testimonials and case studies.”
— Leslie Presnall [28:20]

These examples illustrate the effectiveness of a structured follow-up process in building trust and guiding potential clients toward making informed decisions.

Conclusion and Key Takeaways

Timestamp: [32:40]

Wrapping up, Leslie reiterates the benefits of a well-crafted follow-up process. She encourages business owners to adopt a systematic approach, emphasizing that this strategy not only enhances client relationships but also fosters personal emotional resilience.

“When you can get yourself into this different headspace and where you're just here to help your people and you're excited to work with them... it's such a different space to be in versus you're thinking about yourself versus them.”
— Leslie Presnall [32:40]

Key Takeaways:

• Acknowledge and Manage Emotions: Recognize the emotional impact of client interactions and strive for neutrality.
• Standardize Your Process: Develop a clear, consistent follow-up procedure tailored to your business model.
• Professionalism Over Desperation: Approach follow-ups as a standard business practice, not a plea for sales.
• Prepare in Advance: Write and automate follow-up messages to ensure consistency and reduce anxiety.
• Provide Value Continuously: Use follow-ups to offer additional information, address concerns, and demonstrate the value of your services.

By implementing these strategies, local business owners can create a reliable follow-up system that not only converts leads into clients but also promotes a stable and confident business mindset.

Additional Resources: For those looking to deepen their understanding and implement these strategies effectively, Leslie invites listeners to join the LocalPreneur Academy, where comprehensive training on creating impactful follow-up processes and other local marketing strategies is available.