When your sales team reaches out to potential customers, do they follow up promptly or do they just move on to the next lead? If it’s the latter, then they (and your business) might be missing out on some valuable sales opportunities—specifically, the chance to close a deal and foster a strong relationship with customers that could lead to even more benefits down the line.
If your sales crew needs a hand with following up, here are some top tips to keep in mind:
Send a thank-you note.
There’s nothing quite like a personalised “thank you” message to a prospect shortly after your first chat. This could be anything from a simple thank you to including the contact details of someone who can assist if the client has any questions. Ideally, it should be the account manager or salesperson who made that initial contact.
Get consent to stay in touch.
Some prospects are keen to “stay in touch” while others might not be as receptive. Whichever way it goes, it’s a good idea to ask for their permission before you start following up. If they’re on board, begin sending materials that cater to their unique needs and challenges. This might include how-to articles, industry-specific webinars, or other valuable content.
Make a call soon after the first interaction.
A friendly follow-up call shows your willingness to lend a hand whenever needed. Close, a sales software company, suggests taking notes during each call and always setting clear next steps before hanging up. If you can only leave a voicemail, have a few follow-up scripts ready so you can keep your message clear and succinct.
Alternatively, sending a text message isn’t uncommon these days. Just keep it short and sweet, and only after the prospects have agreed to receive your messages—and always include an easy way for them to opt-out if they decide they’re not interested anymore.
Ensure every follow-up communication adds value.
Never send a follow-up call, text, or email that feels generic or empty. Prospects who find value in every interaction with your sales team will be more likely to look forward to future value and remain open to new opportunities.
As Memory Blue, a sales and lead generation company, says, “Each follow-up should offer something beneficial… whether it’s useful information, helpful resources, or answers to their questions.” Instead of bombarding prospects with repetitive sales pitches, focus on how each interaction can bring value to their business or address specific needs.
After the sale
When your sales team’s follow-up efforts pay off, make sure they don’t just jump straight to seeking out new prospects. Every new customer should receive some, if not all, of the following, based on their needs:
- Training sessions on your products
- Easy-to-download how-to videos
- A responsive support line for any queries or complaints
If a customer’s experience with your product or service isn’t up to scratch, ensure your support line can accommodate different preferences. For example, older customers might prefer to call and speak to a real person, while more DIY-minded clients might look for troubleshooting guides on your website.
It’s crucial to follow up on all sales opportunities. Not only does this help to build trust, but it also lays the groundwork for potentially long-term relationships with valued customers.
Want to learn more? Check out “Closing Techniques that Help Build Sales.”