Sales Follow-Up Techniques
You’ve made that initial pitch to a prospect. It went well. You feel good. They didn’t buy, but you promised to stay in touch. So, now what? Follow up, sure, but how often, for how long and OMG what does each call sound like?
As you have heard me say in these tips and in other content we’ve created, follow-up is key. Diligence is King. However, how do we stay in touch and deliver a relevant sales call each time? The last thing we want to do is to make the Verizon-style approach: Can you hear me now? Can you hear me now? Can you hear me now?
Two quick points to make: Message and Method
On the subject of what to say (a.k.a. “Message”), you want to make certain you are communicating something that is relevant and interesting. Make it worth their time. It’s okay to miss the mark every once in a while, but if your message is boring too often, you will risk being deleted or ignored.
One possible path to take is to understand their world and their market and feed information, such as trends regarding their industry. This not only gives them pertinent information, but also lets them know you are paying attention.
Another option would be to send information regarding printing. If you choose to do this, understand that printing is not nearly as exciting to them as it is to you. So, spare them the details of speeds and feeds and stick to things like success stories and case studies, especially if it is in their field.
As for method, this is where a good mix comes in. The spoken word, in the form of voicemail, can let the customer know who you are and how you operate. The written word is far more powerful and therefore, far more dangerous. Be careful not to write anything that could be misinterpreted.
Convincing a prospect to switch to you takes time. After you present that initial thought, it could take a year or more before the light bulb goes off. In the meantime, stay consistent and stay relevant and success will follow.
Just like these tips are common sense, growing sales comes down to the fundamentals. That’s Bill’s approach to everything. If you aren’t happy with your sales, look into the books and programs he offers at BillFarquharson.com.