How to Follow Up With Prospects

You’ve just made a terrific sales call. You are leaving the office having met with a prospect for the first time. The presentation went well and, despite the fact that there was no immediate need for your products and services, you feel confident that it is only a matter of time before this prospect becomes a customer.

But, now what?

What is your next step with this prospect? How often should you call and what should you say?

This question comes up quite frequently in my Sales Challenge small group conference calls where every participant brings one issue to the call.

One thought is to call regarding jobs that you have produced for other clients that you think this prospect might find of interest.

You might also want to check in to let them know about any new capabilities that you’ve added.

Another thought is to send an e-mail with a link to an article regarding that prospect’s industry. Suppose you come across something in The Wall Street Journal that you might think he or she should see. This is an excellent way of staying top of mind while letting the prospect know that you are interested in them.

As for how often, I would shoot for every six weeks. There is no science to this answer but just a gut feeling.

Remember to stay pleasantly persistent. Customers tend to forget about you the moment you walk out the door. It is your job to stay relevant.

Bill Farquharson is a Vice President at Epicomm (formerly NAPL). His training programs can drive the sales of print reps and selling owners. Check out his Sales Resources page and contact him at (781) 934-7036 or bfarquharson@epicomm.org