Following up can feel like walking a tightrope. You want to stay on a prospect’s radar without annoying them, and you want to follow up strategically without coming on too strong. It can be a difficult balance to strike. Many sales reps struggle with following up because they’re not sure how to stay persistent without crossing the line to annoying.
A blog post from Nimble explains that following up shouldn’t be relentlessly chasing. Instead, it should be about relationship building. In this issue of PromoPro Daily, we share pointers from the post that explain how to get your prospects to commit without making them feel hounded.
Decide how to follow up. Email and phone are the two classic options. Each has its pros and cons, the Nimble post says, and the right choice depends on your style, the prospect’s preferences and the context of your outreach.
Build rapport in less formal channels. When you reach out via text or on social media, it feels less formal and more personal, which allows you to build trust without being pushy. Over time, the post says this familiarity makes your follow-up more welcome.
Provide new and valuable information every time. According to the post, sending the same generic message over and over is a sure way to annoy someone. Instead, make each touchpoint worth their time by bringing something new to the table.
End with a clear next step. The best time to secure a commitment for another conversation is right after a positive interaction, the Nimble post says. If a call goes well, don’t just say “I’ll send you the details.” Instead, lock in a time for the next step while you have their attention.
Time your follow-ups wisely. A good rule of thumb, according to the post, is to follow up within 48 hours after your initial outreach. Then, wait a couple days between subsequent outreach.
Be persistent but don’t pester. Persistence is a key trait in sales, the post says, but you shouldn’t bombard the prospect. Try changing your angle with each message. This shows you’re paying attention to their needs and not just pushing a script.
Work the company, not just a single prospect. If you’re working with a large organization, you may want to broaden your outreach. The Nimble post suggests connecting with other team members on LinkedIn and sending value-based messages that apply to the whole organization.
Know when to walk away. In yesterday’s PromoPro Daily, we discussed how to tell when it’s time to part ways with a client. Sometimes, no matter how well you’ve followed up, you’re still met with silence. The Nimble post says it’s usually time to gracefully exit after you’ve made 3-4 solid attempts.
There’s an art and a science to following up the right way. When you combine genuine relationship-building with thoughtful timing, your follow-ups will feel like progress instead of pressure.
Compiled by Audrey Sellers
Source: A blog post from Nimble, a social CRM and sales automation platform designed to help small businesses manage sales relationships, streamline sales processes and improve collaboration.