Follow-Up
It is imperative that you have a follow-up strategy. This is a planned series of communications to continue the relationship with your prospect. Most salespeople stop following up after 1 or 2 tries. Studies have shown that it takes on average five to seven follow-ups to result in a “Closed Won” or “Closed Lost” outcome.
Top salespeople go above what is required by just sending out emails as a method of follow-up. They deploy different options for follow-ups such as Texting, Phone Calls, Drop-Ins, and Video Emails along with traditional emails.
Effective Follow-Up Best Practices:
1. Ask your prospect for the best way to follow up with them.
Some people would rather receive a phone call or a text message. Just ask!
2. Next Steps.
Before concluding your meeting, talk about the next steps and get a commitment on the calendar. You should never conclude a meeting without having another meeting scheduled.
3. Follow up the same day.
Ensure that you follow up with your prospect on the same day as your meeting. A thank you email should include a brief recap of what was discussed along with any action items that were agreed upon.
4. Build confidence & relationships by offering free advice.
Offer free advice & recommendations to build confidence and a relationship with the prospect. A follow-up doesn't always have to be related to the sale. Your first priority should be to focus on solving the prospects' problems and pain points. Sending out articles, case studies, or other industry information is a great follow-up strategy.
5. Connect on LinkedIn.
Many business professionals have a profile on LinkedIn. This is a great sales tool for any sales professional. More than 75% of all sales leads come from LinkedIn. You can learn a lot about your prospective customer by spending a little time researching their social media accounts.
6. Create a follow-up cadence.
Most salespeople adopt some kind of follow-up cadence and it largely depends on the preferences of your clients. Here are a few examples of an effective follow-up cadence:
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Thank you email after the initial sales meeting.
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Follow-up email 24 hours before the next scheduled meeting.
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In case of no acknowledgment from the prospect, send a text message for confirmation (depending on the prospect’s preference).
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Use video emails instead of traditional email.
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Send handwritten thank you notes after the job is complete
7. Offer value with every follow-up.
Based on a client’s preference, salespeople must create a cadence for follow-up. Here are a few examples of an effective follow-up cadence:
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Thank you email after the initial sales meeting.
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Follow-up email at least 24 hours before the next scheduled meeting.
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In case your prospect does not respond, send a text message as a reminder.
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Use video emails instead of traditional email.
Homework Assignment:
Create your own personal profile video and share it with your sales manager. Send it to at least one prospect before your initial virtual or in-person meeting. It should include:
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Who you are
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What to expect
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That you will include some helpful links to products or services they are interested in.
Note: You could eventually have one of these templates for each type of appointment you could go on: Builders, Video Surveillance, Landscape Lighting, etc.
Next, work with your sales manager to complete the worksheet below.
Follow-Up
