Follow up connections- are you doing enough?

To be in with a chance of making a sale, you need to follow up. If you don’t, then you lose the connection, and the lead goes cold.

Yes, I know you know that. But are you doing it? Enough?

Sales legend has it that it takes 5-8 minimum follow ups to make a sale.

It turns out this hasn’t been proven but I’m of the strong opinion that it’s correct. And frankly, if you don’t follow up and they don’t buy, it’s a quick win to try and convert them by adding more steps into your sales process.

If you don’t ask, you don’t get, basically.

If you think about your current buyers, you’ll draw the same conclusion – they are, 99% of the time, those you had several follow ups with, chats or meetings.

And – if you don’t follow up – how important is their business to you? If you don’t follow up you’re sending a clear message that you’re not that bothered.

Here are a few recent examples of leads being dropped due to a lack of follow up. These are by real salespeople I’ve spoken to in the last few weeks. They are very common and we can improve on every one of them.

1. We reply to the web enquiry, giving them prices and details on the option they’ve enquired about. Then we don’t hear back.
2. I follow up after every workshop meeting with an email and then I forward it to them again if they haven’t replied.
3. When I follow up by ‘phone they often say ‘leave it with me’

You may be looking at these examples and seeing exactly what can be done, but I guarantee that most salespeople won’t be doing it.

So let’s go over it – humour me.

1. We reply to the web enquiry, giving them prices and details on the option they’ve enquired about. Then we don’t hear back.Actually there are a few things wrong here.
   a) No rapport is build from a generic email.
   b) only giving one option to the enquiry reduces your chance of a sale, always give 3 options at least at this stage
   c) no questions have been asked to establish the needs of the clients, their motivations or ‘pain points’
   d) one follow up will not swing it. Your competitor may call after that follow up, or message on social media. Who would they go with then?
   e) remember to say in your reply that you’ll get in touch again, and then do it. Leave the door open for further communication and follow through.
2. I follow up after every workshop meeting with an email and then I forward it to them again if they haven’t replied.a) ok, let’s get real.. everyone follows up on meetings after a workshop. You’re not standing out from the crowd here.
   b) generally after these meetings there is a big flurry of following up and your potential partners or buyers are getting a lot of in-box action.
   c) your follow up could be great (eg. includes references to the chat you had, answers to specific questions etc), but how much attention will it get if you leave it there?
   d) Forwarding it to them again if they don’t reply isn’t a terrible idea, but it smacks of annoying. I’m not a fan, personally, but it can work well. However, don’t just forward the email again without anything else being added, it just looks rude. Try adding a line offering a call to go through it, or some extra information. Perhaps a link to an article, photo or something you think they might find interesting (based on your meeting chat). Add value in that follow up, don’t make them feel bad for not replying.
   e) how soon are you forwarding that email again? Give them a chance to breathe but don’t leave it too long either. Two to three days perhaps.
   f) how about a call instead of that email? See if they got the original and arrange a time to go over it.
3. When I follow up by ‘phone they often say ‘leave it with me’
   Fair enough. They might be busy. Or your offer may not be a priority for them at the moment. It doesn’t mean it’s a ‘no’. And it doesn’t mean it’s a ‘no’ forever.
   a) The aim is to leave the door ajar for yourself. Be polite, don’t push it. But don’t give up on them. An example to use here is ‘Sure, it’s a busy time for you, I’ll give you a shout in a few weeks/months,’ 
   b) Be aware of the rhythm of their business, you have no idea what is happening in the background. They may have an existing supplier that they need to close off first; they may be in the middle of budgets or about to go to a meeting and don’t have the time right now.
   c) be friendly, tactful, polite and goal-oriented.

How to follow up each type of lead is part of your sales process – you have one, right? Look at each type of client, for example an agent, a direct booking, a parent or other third party buyer. How should each be followed up? By what method (email, call, social media, mail..). When is best for each touchpoint? What is the tone needed for each type of client, and at does it differ at each point? Where are you logging these ‘touches’, and are you diarising the next? If they say ‘no’, are they a cold lead forever, or just for now?

Don’t forget – you’re building a relationship. People do business with, and buy from, those they trust and have a rapport with (as well as offering a relevant product/service of course!). So put those few more steps into your lead follow up, track the success, and tweak the process as you go along.

Good luck!  If you’d like tips or help on an aspect of sales, drop us a line, or book a chat here