Is Your Follow-up Scaring Customers Away?


Good sales techniques are key to growth in business. You must be able to convince someone that you are offering a product or service that he or she needs, which is not always possible on your first contact with the prospective client or customer. The right follow-up technique is a critical part of your success and sustainable profits, but there is an art to doing this in a way that is both effective and easy.

No one likes to be pestered. Outside of a cowbell at a college football game, constant badgering from someone trying to make a sale is one of the most annoying things on the planet. While you certainly don’t want the contact to forget about you, too much follow-up is a sure-fire way to make sure you never see that person’s money. On the other side of that coin, a certain amount of follow-up can be the difference between making a sale and allowing that contact to float away. When done the right way, a second (or third or fourth) contact can be what drives your sales in a positive direction.

The amount of contact you may need to make should be determined by the product you are selling and by any deals or deadlines. Contacting a prospect once per week is generally safe, but you could bump it up a bit if you are running a special that will expire soon. After a certain amount of time has passed, usually after three tries, you can archive the information for that contact for another rotation in the next quarter.

Choosing the right format is another key to a successful follow-up. Email is a great communication tool, but that is not always the most effective way to contact a prospective customer. In today’s text-and-go society, fewer sales calls are actually made by phone. People still appreciate a personal touch, so pick up the phone for your next follow-up attempt. You never know when someone may actually answer and you will have opportunity to employ your personality and in-depth knowledge to close a sale.

If you aren’t getting anywhere with your current sales attempts, the problem may be in your follow-up. Rethink how and when you are reaching out to your prospects, and that may be all you need to drive new sales and gain even more contacts for future potential sales.

By Meagan Kerlin for Vertu Marketing LLC

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