Focus on the Basics

by Shaun Whynacht  - April 28, 2017

Do you want to know how all the most successful businesses are growing at such 2x,5x & 10X growth?  Sure you do, who wouldn’t.

This past week I attended ICON (a small business marketing conference in Phoenix, AZ) where small business owners who use Infusionsoft and other digital marketing technologies gathered to celebrate their success, gain knowledge of what’s next in the marketing world and most importantly share their stories.

It didn’t take long to realize a unique trend surfacing between the businesses who are having success. Basics, yes going back to the basics.

It may sound too simple to be true but in fact it works, and it works well.

When you’re looking at your business and trying to think about complex marketing techniques and tactics, STOP.  Do you have the ability to do the basics and to do them well?

While there are numerous things you can do with basics, there are a couple things I wanted to focus on here.

Follow Up

Do you have the ability to effectively and systematically follow up with leads, quotes, products inquiries?  I don’t just mean reply to the initial request, but rather reach out to this prospect or customer multiple times if they don’t reply to your reply?  Infusionsoft has made this extremely easy with automated task workflows.  To make the importance of this hit home a bit more, I want to share with you a statics given by Infusionsoft CEO Clate Mask at this years event;

44% of businesses stop follow up after the first attempt, 10% of businesses make more than 3 contacts with a prospect and here is the one that is really important.  80% of sales are made between the 5th and 12th point of contact with a prospect.

This is something you can’t ignore.  It’s simple, follow up consistently and you’ll make more sales.  If you have competition, it’s going to be the one who does this first that will be the one that wins the sale.


Indoctrination is the process of walking a new prospect through the beginning journey of being your customer.  They are told your purpose, why you do what you do and how your product/service is focused on helping them overcome the problem they are facing.  With Infusionsoft , this is a must have workflow in place and can happen automatically once someone opts into your lead magnet or requests a quote, signs up for newsletter etc.

Customer Ascention

There is probably a good chance that you have more than one product or service that you offer your clients.  You also know that it’s much easier to sell to an existing client than it is to sell to a new one.  So having a basic workflow in place that explains to them your other products and services.  We do this in a very intelligent way with Infusionsoft so that customers don’t get educated about products they already have but rather only the ones they don’t have.

Long Term Nurture

Let’s get real hear, not everyone is ready to buy from you right now.  Maybe not even next month, or next year.  But the reality is, there may be a time that they become ready.  If you’re not top of mind because you stayed in touch with them, played the long game, was in it for the long haul, then you’re missing that opportunity.  Every business NEEDS a long term nurture in place to reach out them on a consistent monthly or quarterly basis.

None of what I mentioned above needs to be complicated. It in fact shouldn’t be complicated to be effective.

If any of what I wrote here resonated with you, we should have a discussion about how I can help you keep in touch with prospect and close more sales.   Contact me at and let’s have a discussion.

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Shaun Whynacht

Shaun, our Founder and CEO has been bitten by the entrepreneurial bug at a young age. He knows firsthand how much love and determination gets poured into running a business after spending more than 10 years touring all over Canada learning from different industries. Not only is Shaun passionate about marketing he also developed some very unique abilities to stay current with changing technology in this ever-progressive world

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