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01.28.2019

Growth  |  3 min read

The ABC List for Building Mentality

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Clate Mask

There’s an old saying in sales about knowing your ABCs—“always be closing.” As important as that is for small business success, there’s another ABC that’s perhaps more important:

“Always be capturing.”

Capturing what, you ask?

Always be capturing contact information. You can’t follow up if you don’t get their contact information (and their permission to follow up).

Whether it’s visitors on your website, foot traffic in your store, callers on the phone, or people you meet on the street, get their contact information and give them a reason to ask you to follow up. And make sure your team is doing the same. You might be shocked to find out how many leads you’re losing from folks calling your office every day—and hanging up, never to be heard from again. 

Far too many business owners simply hand out a business card or pass along some information, believing the person will contact them when they’re ready to do business. It doesn’t work like that. Instead, the successful businesses cultivate a practice of constantly building a list. They practice their ABCs when it comes to list building.

How might you do that?

  • Offer a consumer’s guide by email that addresses the questions in your prospect’s mind
  • Give access to a free trial of your product or service
  • Offer a free consultation
  • Give valuable advice in a free report
  • Record a webinar or audio interview with a celebrity or industry expert that will appeal to your audience

We call these “lead magnets” because they attract the right contacts to your business. In short, give value to get value (the contact info) and you’ll quickly build a list of leads you can follow-up with over time.

SBS Idea of the Day: Identify one place in your business where leads are slipping through the cracks because you are not capturing contact information. Create a lead magnet to attract and capture leads in your database.


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Infusionsoft is now Keap. That’s weird to write, but it’s also exciting.

In 2001, trying to get Infusionsoft off the ground, there were many times when I wanted to quit. I’ll never forget my wife, after two years of struggling to survive, hugging me and saying, “Keep going.”

Over the last two years, we’ve talked with thousands of small business owners to get a deeper understanding of their unique challenges in today’s market. We learned that it’s harder than ever to succeed in small business. Customers expect more. On-demand is the rule. There’s no shortage of platforms on which to complain. A failed job or two can be damaging to your business.

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Along with a new name, we’ve expanded to two products. Keap, our newest product, is smart client management software that helps service businesses progress leads to satisfied clients. Infusionsoft by Keap is powerful CRM and sales and marketing automation software for advanced business needs.

Both are designed to make it easier than ever for more small businesses to get organized so they can deliver great service and close more business.

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To your success,
Clate Mask
CEO + Co-Founder