Mastering the Art of the Sales Follow-up

Following up with leads is one of the most critical parts of the sales process, yet it's often where deals fall through. A well-timed, relevant follow-up can be the difference between a closed-won and a closed-lost opportunity. In this post, we'll explore the art and science behind effective sales follow-ups.

Why Follow-ups Fail

Many follow-ups fail for a few common reasons: they're too generic, they're not timely, or they lack a clear purpose. Simply "checking in" is not enough. Your follow-up needs to provide value to the prospect.

The Rule of 7

Marketing's Rule of 7 suggests that a prospect needs to "hear" the advertiser's message at least 7 times before they'll take action to buy that product or service. While this is not a hard-and-fast rule, it highlights the importance of persistence. Don't give up after one or two attempts.

Strategies for Success

1. Personalize Your Message: Reference your previous conversation. Mention something specific about their business or their needs.
2. Provide Value: Share a relevant article, a case study, or a tip that could help them. Your goal is to be a resource, not just a salesperson.
3. Have a Clear Call-to-Action: What do you want them to do next? Schedule a 15-minute call? Review a proposal? Make it clear and easy for them.
4. Use Multiple Channels: Don't rely solely on email. A phone call, a LinkedIn message, or even a text message can be effective when used appropriately.

Using a tool like Follura can automate the reminder process, so you can focus on crafting the perfect message instead of trying to remember when to send it. By implementing these strategies, you'll see a significant improvement in your follow-up success rate.