The old sales adage "the fortune is in the follow-up" has stood the test of time for a reason. Studies show that a significant percentage of sales are made after the fifth contact, yet many salespeople give up after just one or two attempts. Effective follow-up isn't about nagging; it's about building a relationship and providing value. If your follow-ups are hitting a wall, it's time to refine your strategy. Here are techniques that actually work.
1. Always Define the Next Step
Never end a conversation without a clear next step. Whether it's "I'll send you the proposal by EOD Friday" or "Can I call you next Tuesday at 10 AM to discuss?", this simple act sets expectations and gives you a legitimate reason to get back in touch. It transforms your follow-up from an interruption into an anticipated part of the conversation.
2. Provide Value in Every Interaction
Every follow-up is an opportunity to be helpful. Instead of a generic "just checking in" email, provide something of value. Share a relevant article, a case study from a similar client, or an insight about their industry. This positions you as a helpful expert rather than just a salesperson. Your goal is to be a resource, not a reminder.
3. Use a Multi-Channel Approach
Don't rely solely on email. People have different communication preferences. A well-rounded follow-up strategy might include an email, a phone call, a LinkedIn connection request, or even a thoughtful comment on their company's latest blog post. Varying your approach increases the chances of cutting through the noise and getting a response.
4. Be Persistent, Not Pushy
There's a fine line between persistence and being a pest. The key is your tone and the value you provide. Space out your follow-ups appropriately. A common cadence might be Day 1, Day 3, Day 7, Day 14, and then Day 30. Use a CRM to track these interactions and set reminders so you never have to wonder when you last reached out or what you should do next.
Systematize your success.
A CRM like LeadStairs is your secret weapon for mastering the follow-up. You can set tasks for every deal, track all your interactions in one timeline, and ensure that no lead ever goes cold due to a lack of attention.