The Magic of Follow Ups

Does it always work out for you to close a sale with one email or during a single conversation? Our practice shows that no lead generation campaign is that effective. I'll even go a step further - almost 50% of salespeople do NOTHING after preparing and sending the offer to the client. This way, they allow themselves to be forgotten. This means that if we take action after sending the opening message, we are in a fairly limited group of people who do it. In reality, we show more interest in building a relationship with our potential customer than most other senders, and thus stand out in the crowd.

Today's Cold Mailing bears no resemblance to mass mailing from years ago. Nowadays, with the GDPR in place, communication must be more creative and focused on building relationships. Only clever, personalized messages directed at a carefully selected database are effective. The potential customer wants to feel that you are interested in their business and that you have done a good research, but even this does not guarantee success.

How to initiate contact without imposing? How to do it properly? Follow-up proves that you are consistent and determined, and this significantly increases the chances of winning the sale. Let the fear of a negative response do not stop you from taking action, remember that personalized elements will make the campaign scalable.

Silence does not always mean lack of interest, and a lack of response to a follow-up does not always indicate a negative answer. The following examples illustrate this well.

1. I hope my response brought a smile to your face! You must have already been frustrated by the lack of news from me (“doesn't respond! Third time! What a jerk!”), but I'm running to dry your tears and restore your faith in people. Ms. Martyno, I was on a long vacation. For the first time in years, I turned off my phone for a week and decided to solve all my problems upon my return. In regard to your email, unfortunately, I have some news that will not cheer you up. In Poland, we do not have any customers. Seriously, all of our clients are in Ukraine, as that is where we conduct our sales activity. But I appreciate your persistence. Honestly, I was impressed by your positive persistence and charm. How was your day?

2. Let's have a good talk. First maybe by phone?

3. Your persistence is also your charm, and I am still on my vacation and I was going to reply to you after my return, so let's call each other on Monday :)

4. I apologize for the lack of contact, I have some urgent matters on my mind, please reach out again in the second half of September and I will review the offer. 

5. Thank you for all the emails you've sent me. We will definitely remember and reach out to you if needed.

If you are still not convinced to send another follow-up, take a look at the statistics that speak for themselves.

More statistics below.
 

Sending an offer without a follow-up is like being in Paris and not seeing the Eiffel Tower. You can't do something halfway and expect spectacular results. It's obvious that if someone has taken the trouble to prepare an offer, they will expect a response or at least a short feedback. You can reach new customers with relatively low effort, all it takes is a bit of creativity. But the most important thing is to get rid of shyness, remember that the world belongs to the brave and those who do not try, do not gain anything.