Leads are the lifeblood of any business. It doesn't matter whether you’re operating out of a spare bedroom or via a 10,000-square foot facility—if the phone isn't ringing, you’re dying.

So you advertise, run commercials, do pay-per-click ad campaigns, and streamline your social media strategy. Then, the leads come.

Now What?
Do you print the leads out and carry them with you to call on when you have a free moment? Do you hand them off to a sales manager or a secretary? You figure that, as long as you carry out some action to get an answer from your prospect, you’re “working your leads.” But what happens when you can’t reach the prospect immediately?

Repeat Calls
If the prospect doesn't answer on your first call or reply to your initial email, how many attempts should you make to reach him or her?

The answer is simple: To boost your bottom line, you simply follow up until you get a concrete yes or no.

That’s it. It’s straightforward, but it takes tenacity and willpower to make that 10th, 11th, or 12th call. I already know what you’re going to say: “But Darren, I've called 10 times and they don’t answer!” To which I say: Call again. And again, and again.

Call until Mrs. Jones picks up the phone and says, “If you call me again I’m going to blah blah blah.”

Or, she might just say, “You’re the only company who followed up with me. I was in the hospital (or my cat got sick, or I was on vacation for a month, etc.), but you stuck with it. For that, I want you to come out and talk to me.”

Persistence Pays
More often than not, the response you get will be a positive one. Honestly, who doesn't appreciate persistence? Who doesn't like it when someone follows up?

Beat the Competition
Prospects will appreciate your persistence because, believe it or not, they'll assume that you will transfer that tenacity to your work. This is what gives you the advantage over your competition who gave up five phone calls ago.

So go dig those coffee-stained leads out from between the seats in the truck, or tell Joe in the office to dust off that pile of leads he’s been meaning to call, and get to work! Your bank account will benefit from the effort.