Follow Up Sales Effectiveness – By Patricia Weber

Follow up in sales is critical. On a recent podcast I talked about how the sales process includes a certain degree of timing. Particularly critical is the timing between a salesperson’s follow-up and a prospect’s pain point to want, not just need, what you sell. Unless you have a crystal ball to bring that timeline into your view, then it is up to you to continue to be in front of a prospect about what might interest them.

Manage the process
If you do not plan to follow-up, the sale will likely not happen. Jeffery Moses says, “Sales is one part initial contact, four times follow-up.” What is the average length of the sales cycle of your customers? Once you know this, then determine a series of different types of follow-up at different points in this cycle.

Start sooner than later
The first thing could be a handwritten note or even a voice mail saying how you appreciate their interest and maybe a reminder that you plan to stay in touch. This does two things: you’ve communicated your regards, and you let a prospect know you are going to talk with them again. Then, get your plan out of your head and on to your calendar.

Scheduling versus planned
Maybe a week after you’ve sent the first handwritten note, contact your prospect with an email containing pertinent information about something that interests them. After that you could send something seasonal, even a “just thinking of you” card, or if appropriate, a small gift. You can intermix real cards, emails, telephone calls and if appropriate, in-person visits.

Collaborate
Ask for help with the follow-up process. If you were referred to the prospect, ask the referrer something that might be important to the prospect for your follow-up. If you meet someone who knows the prospect, they may have some insights to add to your follow-up plan.

Have something pertinent
If “Are you ready?” is the first, last or only question you have on the scheduled plan, than you’re probably seen as just a bother. An update on pricing, or a new product, or that you are on holiday for a week are valid reasons for a follow-up. How many valid business reasons can you think of to put in your plan?

In my early years of selling, with less than a year’s experience, I was visiting with a Regional Manager of the then Burroughs Corporation. I asked, “So how long do I keep going with the follow-up process to a prospect?” There was no hesitation and in an assertive confident voice from experience he replied, “Until the prospect either tells you to stop, or that they are ready to buy.”

How much is a new customer worth do you? Is that worth more than putting all your effort only into that initial contact? Or is it worth you staying committed to a systematic follow-up? If you say yes to both these statements, then with your sales skills and timing, the outcome will likely be, “Okay. What do I have to do to get started with you?” or “How soon can you ship that to me?”