Failing to close a deal with a customer can be disappointing, especially when it seems like you spent a lot of time and energy pursuing a lead. But the reality is, most sales are not made on your first pitch. While this may seem like common sense (rarely would you ever buy something of higher value on a salesperson’s first pitch), many salespeople fail to recognize the importance of follow-up in the sales process. In this blog, we will explore four tips for successful follow-ups.
Follow up multiple times.
According to statistics, 80% of sales require five follow-up calls. However, 44% of sales representatives give up after the first follow-up. When you have a lead, don’t give up after following up with your prospect just once. Try to create a relationship with them and make them want to explore a sale with you. You may not get the sale after your first follow-up call, but don’t stop trying.
Follow up on multiple channels.
It can be discouraging when the read rate on your follow-up emails are low or when prospects just won’t pick up the phone. Don’t let this stop you from reaching your client. Map out different ways you can reach your prospect. Maybe on your first follow-up you’ll leave a phone call, but you send an email or visit their office the next day. Try not to use just one channel to reach your prospect. They may not see your email or get your call. Just be sure you do not come across as if you are pestering them.
Keep it short, but personal.
Very few people are going to take the time to read a long email including every possible fact about your product or service. Keep your follow-up correspondence brief, highlighting your customer’s pain and the solution you’re offering and ultimately trying to get another in-person meeting if possible. Secondly, be sure to make it personal. One effective strategy that the business I work for uses is sending a brief email shortly after the initial meeting with a personalized video explaining how the service can benefit that particular client. The sooner this initial follow-up can be sent, the better. Preferably, make it within the hour!
Customer dissatisfaction can be one of the best opportunities to convert someone into a loyal buyer or referral partner.
Follow up after the sale.
After you close a deal, you’re not done with the client. Follow up with them soon after to see how they are liking the product and whether you can help them with anything else. If your customer is dissatisfied, use their dissatisfaction as an opportunity to make them a loyal customer. Dr. Powell tells a story of how he sold a refrigerator to an elderly woman. When he followed up and heard that the refrigerator broke later that week, spoiling all her food, Dr. Powell personally replaced everything she lost, plus some. The lady, who was just very upset with Dr. Powell, was so pleased with the service that she sent multiple friends to buy refrigerators from him. Customer dissatisfaction can be one of the best opportunities to convert someone into a loyal buyer or referral partner.
It can be frustrating to lose sales, but proper follow-up techniques can be used to lower the number of leads that walk away without a deal.
testacr22
First off it is evident you know what you are talking about and very impressive. As for the story by Dr. Powell, it just goes to show that being honest and owning up to one’s own mistakes is definitely worth it. Never let your customer down when they are helping you.
David, I like your 4 tips here. I think it is very important to follow up more than once but I can see why sometimes Sales people do not do this as it make them feel as they are chasing something that will never come to pass. Overall, I liked your post and thought it was very inciteful.