By: Jim Domanski, www.salesgravy.com
In many ways, a follow-up call to a prospect is more challenging than an initial call. Typically, it’s the follow-up call that really gets the sales cycling rolling. It’s here where value truly begins to manifest itself. It’s here where substantive information is gathered; and it’s here where the relationship begins to establish itself.
So that’s why it is absolutely vital to have a superb follow-up strategies and tactics so that you can make the most of the moment. Here are eight tips to making a perfect follow-up call.
Tip #1: Get commitment for the follow-up.
Perhaps the single biggest mistake reps make is not establishing a specific date and time for the follow-up call at the end of their initial call. Vague commitments from the prospects (“call me next week”) or the sales rep (“I’ll send the proposal and follow up in a couple of days”) result in missed calls, voice mail messages and ultimately a longer sales cycle. All you need to do is simply ask for a follow-up date and time.
If the first request is not a good time, recommend another time. If that doesn’t work, get them to establish a time and date. Creating a deadline is a simple but extremely powerful tactic. Use it.
Tip #2: Build equity and be remembered.
Here’s another huge tip. After every call to a first time prospect, send a thank you card. Hand write a message on a small thank you card that simply says, “John, thank you for taking the time speaking with me today. I look forward to chatting with you further on the 16th! Kind regards.” No more, no less.
In today’s fast-paced world, a hand-written card tells the client that you took the time and the effort to do something a little different. At some level this registers in the client’s mind and creates a degree of “equity” in you. It differentiates you and it gets remembered. And it gives the client a reason to be there when you make you follow up call.
If you don’t think a card will get there in time, send an e-mail with the same note. Just be aware that an e-mail does not have nearly the same impact as a handwritten note.
Tip #3: E-mail a reminder and an agenda.
The day before your follow-up call, send an e-mail to your prospect to remind them of your appointment. In the subject line enter the word: “Telephone appointment for August16th and article of interest.” Note that the subject line acts as a reminder, but it is vague enough that the prospect will probably open it. There is a hint that maybe the date and time has changed.
Your e-mail should confirm the date and time of the appointment and then briefly list your agenda.
Tip #4: Add value in a PS.
Notice in the subject line there is a reference to an article. At the end of your e-mail add a P.S. that says, “John, in the meantime, here’s an article I thought you might enjoy regarding.”
The article may be about your industry, the market, a product or better yet, something non-business related that you had discussed in your initial call. This creates tremendous value even if the client does not open it. Why? Because you took the time to do something extra. This helps get you remembered and gives the client yet another reason to take your follow up call.
Of course, this means you have to do some homework. Start looking on the web for articles of interest and value relative to your market, industry etc. Keep a file of these articles because they can be used over and over again.
Tip #5: Call on time.
Don’t start your relationship on the wrong foot. Call on time. Never, ever be late with your follow up call. Not even by a minute. The promptness and respect you show on a follow up call reflects on you, your company and your products or services.
Tip #6: Avoid opening statement blunders that most sales reps make.
Here is where so many sales reps stumble and fall. Some of the classic follow-up opening statements blunders are these:
“I was calling to follow up on the proposal.”
“I am calling to see if you had any questions.”
“I just wanted to make sure you got my e-mail.”
“The reason for my follow up was to see if you had come to decision.”
It is not that these opening statements are poor, but rather it’s that they’re routine and common place. They do nothing to position you or differentiate you. What this really means is that you are perceived as yet another run-of-the-mill vendor looking for a sale. You need a little more pizzazz.
Tip #7: Build a follow-up opening statement that gets through the clutter.
There are four simple steps to creating that pizzazz. First, introduce yourself using your full name. Second, give your company name. Okay, so far it’s pretty obvious, but the third step is where you differentiate yourself.
Remind the client why you are calling; remind your client what prompted the follow up call in the first place. This means going back to your initial call and reminding the client of the “pain” or the “gain” that was discussed or hinted at in your previous call.
Do this because you know that clients are busy, that they forget, or that the urgency of last week may not seem so urgent this week. So, scratch at the scab. Remind your client of the irritation and the move on to Step #4, the agenda.
Clients like a clear, concise agenda. They want someone who is organized and doesn’t waste their time. They want someone to takes control and move the call forward. This gives them confidence.
Finally, repeat a theme that you established in the first call and in your follow-up e-mail. It’s a nice touch and reduces client resistance.
Tip # 8: Be persistent, be polite, and be professional — but not a pest
If you follow this formula, about 70% of the time the client is there. But, that leaves 30% who are not — for one reason or another. If the prospect is not there, leave a message so that he knows you called on time. Say,
“Hi Debbie, it’s ____ from ________ calling for our 8:45 appointment. Sounds like you might be tied up for a few moments. I’ll call in 10 minutes if I haven’t heard from you. In the meantime, my number is ______.”
Next, call in 10 minutes. Exactly. If the prospect is still not there leave another message:
“Hi Debbie, it’s ___ from ___, following up on our 8:45 appointment. Looks like you’re still tied up. Please give me a call at _______ when you’re free, otherwise I will call you later this morning or early this afternoon.”
So far you’ve been persistent without being a pest. Now, give the prospect a chance to call. A good rule of thumb is a half a day. Four hours is plenty of time and space for the prospect to call you and more importantly, it doesn’t make you look desperate or annoying.
If that doesn’t work make three more follow-up calls but space them three business days apart. This shows persistence but the calls are spread far enough apart that the client doesn’t fell like she’s being stalked. If there’s no response by then, you probably won’t get one but at least you took a good stab at it.
Summary
Having solid follow-up strategies and tactics will separate you from the other sales reps your customers may know or be fielding offers from. This gives you a distinctive edge. Make the most of your follow up calls and watch your sales grow.
Posted via email from Random Musings by Jeremiah Wean | Comment »
