The sales follow-up can be a tricky situation to navigate.
How do you find that fine balance between persuading a potential lead of the usefulness of your product or service and provoking them into a state of annoyance?
Keep in mind that there is no hard-and-fast rule that can guarantee you a conversion. But there are several points you can establish as a part of your routine, which has been known to have favorable results.
Some potential clients prefer phone calls, which are quick and can create a smoother rapport. Others prefer well-clipped, formal emails with all the necessary details arranged in an easily digestible format. Most clients will prefer a mix of both. It depends on the nature of the work.
It is better to ask them point-blank which means of communication they prefer. This way, you can avoid any annoyance or confusion on their part. Due to the rising value of social media, don’t count out using your Facebook, Instagram, or other messaging platforms to chat and follow up on them. Some clients prefer that informal setting.
Often, prospects are just too busy to reply to your follow-up emails and calls, even though they were initially interested. To keep their interest, you have to target them in the most tactful way possible. And how do you do that?
By spacing out your communication. This achieves two things: it keeps you in their minds for a longer stretch of time and it prevents them from being annoyed at you for too much communication in a shorter period.
Send a series of follow-up emails proceeding a decent gap after your first pitch. Not all potential customers can make a large purchase on short notice and might want time to think it over. If the purchase is smaller, try communicating either twice or thrice a week. The last thing they want is you flooding their inboxes and call logs daily!
Picture this situation. Your potential clients have heard your proposition and might have even indicated that they liked it. But they have not given you a definite answer, nor a time and place for a follow-up meeting. Where do you go from here?
The idea is to use the power of suggestion to let them take the next step. Suggest a place, a time, or a definite plan of action as you taper off the conversation. “Can we discuss [solution to their pain point] at 11 a.m. on Tuesday, in a Google Meet?”
Even scheduling a phone call for another day will hold you in good stead. Remember that it isn’t annoying to them if you have a definite way to solve their problem and provide them with an effective service. Keep this routine throughout your business relationship: always end by explicitly defining the next step.
After any meeting or conversation with the lead, it’s best to outline the main points of discussion, their needs, and your suggested solutions. Even the most memorable conversation can fade, so commit it to paper and then in a brief email to the lead. That way, everyone is on the same page, knowing the plan of action—if any.
Prospects do not have time to read long-winded emails and phone calls. For emails, think of a catchy subject line, get to the point as soon as possible, avoid small talk, and provide something of value. For example, if the client is interested in a software solution, give out the features of your solution, offer a discount for the first month, or link them to an informative blog post on the concerned software. That’s value.
If the prospective client needs further persuasion, let them know that you are also concerned about the personal, human side of the business relationship. Occasionally, enquire about their lives, and if you find any small needs that you can provide for, you can offer promotional products as a means of showing appreciation.
You could offer them a winter gift set or an insulated tumbler to beat the cold. Or you could let your brand stand for social responsibility in the pandemic with a stylish all-over print face mask and a bottle of hand sanitizer.
To convert leads requires persistence mixed with a healthy amount of resourcefulness. Often, leads don’t know that they may want your service or product. So, it is important to remember that as long as you don’t cross the line, if you show how your product serves some meaningful purpose to them, you could eventually make a sale. Just add a personal touch, and you’ll be good to go. For tips and ideas on promo products, consult with Promo Direct now.