How often do you reach out to prospects just to “touch base” or “check in?” It feels polite and appropriate, especially if a call went well and you’re following up. However, these vague follow-ups aren’t helpful. In fact, “just touching base” is often one of the fastest ways to lose their attention. People are busy, and when you check in without having anything to say, you end up only adding to the noise.

Sales expert and bestselling author Jill Konrath says that to keep sales momentum alive, you need to provide value with every interaction — even a quick follow-up call. This is how you position yourself as a promo pro who can truly help. In this issue of PromoPro Daily, we share Konrath’s thoughts on 3 follow-up approaches that work much better than “just touching base.”

  1. Re-emphasize the business value. Konrath says prospects will only change because of the impact you can have on their organization. So, reiterate your value and remind them of how you can help. For example, you could say, “You mentioned how important it is to get going on this recruitment campaign so you can see your numbers improve by year end. Let’s set up time to talk so we can get you moving forward.”

  2. Share ideas and insights. Your prospects want to work with someone who is constantly thinking about how they can improve their business. Be that person, Konrath says. You might say: “I’ve been thinking more about how we can help you increase awareness. I thought you might be interested in what we did with XYZ organization when they were dealing with the same challenge. Do you have a few minutes for a quick conversation?”

  3. Continue to educate. Sometimes, prospects are wondering if it makes sense to move forward or not. You won’t know what they’re thinking but you can keep giving them reasons to work with you. Konrath suggests saying something like, “I know this is a big decision to change from the status quo. That’s why I thought you might be interested in this article (ROI calculator, case study, webinar, ebook) on (relevant topic). Let’s set up a time to talk through your questions.”

Remember that follow-ups are opportunities to push deals forward. Instead of sending a vague check-in, share insights and give prospects a reason to re-engage. When every message adds value, you start sounding like the promo pro they want to work with.

Compiled by Audrey Sellers
Source: Jill Konrath is an internationally recognized sales expert, bestselling author and keynote speaker.