I often get asked about my favorite ways to follow-up with customers. Considering how many touches it takes to make a sale, it’s both a delicate and rigorous process. Statistics suggest that on average it takes eight touches to get an initial meeting and an additional ten to close the deal. So, 18 touches in all. Now let me ask you, would you assume that means making 18 phone calls in a row, asking the same thing over and over? In a word: no.
My first recommendation is to switch up your modalities: send an email, a message via LinkedIn, a voicemail, a text, a phone call, and so on, varying the methods and repeating over longer intervals of time (two days, five days, a week, two weeks, etc.). All of these nudges could easily add up to 18 touches without making yourself a pest. Sometimes the process takes three or four months, other times longer! It might take 40 touches before they sign on the dotted line. So, be patient.
In my case I always try to do two modalities at a time, so fewer calendar days pass. For example, let’s say I have just emailed a short message and attached a one-page proposal to a customer. I usually leave a voicemail or send a text as well, saying “Hi John. I just wanted to let you know I sent you the proposal you requested.” That way, the likelihood that they’ll forget to review it is slim to none.
If I don’t hear back after a few days I conduct a second follow-up, either through a phone call or email. The message is pretty general: “Hello John. Wanted to make sure you could open the attachment I sent a few days ago. If you have any questions/comments or would like to get in touch, I’m available by cell, text, or email.” I always offer the person a few different time windows, so things stay flexible. An alternative is to use a link that the prospect can click and schedule a 30 or 60-minute block on my calendar themselves. We introduced that innovation in our CRM and calendar apps a few years ago and it works like a charm. It saves a lot of back and forth communication coordinating a mutually convenient time to speak.
My second recommendation is to keep track of each of these touches. One way is through using an email program, HubSpot, or other CRM that will notify you of when someone has opened your email. If they haven’t, you can check back with them and ensure the email is back at the top of their likely overstuffed inbox. By the way, it might not be their fault that they haven’t opened it. They may have an overzealous spam filter that shoved your cherished proposal into their Junk folder. Whether you’re using the phone or other modes of communication, take notes about each touch, recording the date, time, and details. It will take time to figure out which modalities work best for each of your prospects and customers.
As I mentioned before, be patient. Follow-up is a process; however, it is essential to closing the sale. Too often salespeople let potential customers slip between their fingers because they figure, “I never heard back so they must not be interested.” That is not necessarily the case… and why going the extra mile (or miles!) is so essential.
