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How To Follow Up: Proven Strategies & Email Templates Presentation Transcript

  • 1. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L How To Follow Up: PROVEN STRATEGIES & EMAIL TEMPLATES
  • 2. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Meet Your Hosts Think about your significant other for a moment.
  • 3. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Think about the relationship you’ve built on trust, patience, and understanding.
  • 4. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Now imagine if that person called you three times a night, asking about your relationship status.
  • 5. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Imagine receiving four emails a week "just checking-in" to see when your next date is.
  • 6. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Still feeling the love – or just feeling plain annoyed?
  • 7. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L That’s just not how relationships work. And it’s probably what’s ruining our sales follow up, too.
  • 8. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L So today we’d like to review ... 1.  How to follow up ... when you’ve had a conversation 2.  How to follow up ... when you get a trigger event 3.  How to follow up ... when you have no meeting
  • 9. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L 1. How to follow up ... when you’ve had a conversation
  • 10. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Have you ever walked out of a meeting where ...
  • 11. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Have you ever walked out of a meeting where ... The client is hanging on your every word.
  • 12. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Have you ever walked out of a meeting where ... The client is hanging on your every word. They were finishing your sentences.
  • 13. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Have you ever walked out of a meeting where ... The client is hanging on your every word. They were finishing your sentences. They didn’t flinch at the price.
  • 14. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L You’re already deciding how you’ll spend the commission check.
  • 15. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Fast forward three months ...
  • 16. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Fast forward three months ... They aren’t returning your calls.
  • 17. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Fast forward three months ... They aren’t returning your calls. They’re not responding to your emails.
  • 18. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Fast forward three months ... They aren’t returning your calls. They’re not responding to your emails. You feel like you’re reaching out to an empty void.
  • 19. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L That’s because you made the number one mistake – the fact that you had to write a follow up email in the first place.
  • 20. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L When concluding a call, use 5-10 minutes to ... ü  Establish if they’re actually interested ü  Establish if I’m talking to a decision maker ü  Establish if they have money ü  Establish the game plan for the sale ü  Establish what makes sense as the next step
  • 21. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L If we don’t set the next call, recover with a “confused” email. [Name], I’m writing to follow up. I’m not sure what our next step is. Let me know what makes sense as a next step, if any? Thanks for your input. [Signature] Next step?
  • 22. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L [Name], I’m writing to follow up. I’m not sure what our next step is. Let me know what makes sense as a next step, if any? Thanks for your input. [Signature] Next step? The objective of this email is to find the next step.
  • 23. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L [Name], I’m writing to follow up. I’m not sure what our next step is. Let me know what makes sense as a next step, if any? Thanks for your input. [Signature] Next step? The objective of this email is to find the next step. You don’t have to hide the fact that you’re following up.
  • 24. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L [Name], I’m writing to follow up. I’m not sure what our next step is. Let me know what makes sense as a next step, if any? Thanks for your input. [Signature] Next step? The objective of this email is to find the next step. You don’t have to hide the fact that you’re following up. This is a clear request. We’re asking if it makes sense to continue. And if it does, how.
  • 25. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L [Name], I’m writing to follow up. I’m not sure what our next step is. Let me know what makes sense as a next step, if any? Thanks for your input. [Signature] Next step? The objective of this email is to find the next step. You don’t have to hide the fact that you’re following up. This is a clear request. We’re asking if it makes sense to continue. And if it does, how. This is a key phrase. Since you gently push back, the person is more likely to respond.
  • 26. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L But you may need a more aggressive approach. [Name], I’m writing to follow up on our last conversation. My boss asked me for an update on your account. I told him I didn’t have one. I’m not sure if it makes sense to continue the conversation. What makes sense as a next step, if any? [Signature] Update?
  • 27. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L [Name], I’m writing to follow up on our last conversation. My boss asked me for an update on your account. I told him I didn’t have one. I’m not sure if it makes sense to continue the conversation. What makes sense as a next step, if any? [Signature] Update? I often substitute "Quick question” or "Next step."
  • 28. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L [Name], I’m writing to follow up on our last conversation. My boss asked me for an update on your account. I told him I didn’t have one. I’m not sure if it makes sense to continue the conversation. What makes sense as a next step, if any? [Signature] Update? I often substitute "Quick question” or "Next step." This creates urgency. People relate to having a boss and needing to provide answers to their questions.
  • 29. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L [Name], I’m writing to follow up on our last conversation. My boss asked me for an update on your account. I told him I didn’t have one. I’m not sure if it makes sense to continue the conversation. What makes sense as a next step, if any? [Signature] Update? I often substitute "Quick question” or "Next step." This creates urgency. People relate to having a boss and needing to provide answers to their questions. Rather than sell them on what they should do, I've found that gently pushing back to get their input works better.
  • 30. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Key Takeaways •  Avoid following up all together by setting your next meeting at the end of a call. •  If you do have to follow up, use a selfless approach where you need help.
  • 31. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Key Takeaways •  Avoid following up all together by setting your next meeting at the end of a call. •  If you do have to follow up, use a selfless approach where you need help. For additional templates, head to breakthroughemail.com/followup
  • 32. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L 2. How to follow up ... when you get a trigger event
  • 33. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Too many people try following up like this. Hi Mark, How are you? Last time we chatted, you said I could check-in six months. So – here I am! Wanted to touch base and see if there’s anything I can help you with. Do you have ten minutes to speak tomorrow? I’m available at 10am and 2 pm ET. Let me know what works. Re: Appropriate person?
  • 34. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L But it’s making some major mistakes. Hi Mark, How are you? Last time we chatted, you said I could check-in six months. So – here I am! Wanted to touch base and see if there’s anything I can help you with. Do you have ten minutes to speak tomorrow? I’m available at 10am and 2 pm ET. Let me know what works. Re: Appropriate person? Weak reason – if someone didn’t care 6 months ago, why would they now?
  • 35. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L But it’s making some major mistakes. Hi Mark, How are you? Last time we chatted, you said I could check-in six months. So – here I am! Wanted to touch base and see if there’s anything I can help you with. Do you have ten minutes to speak tomorrow? I’m available at 10am and 2 pm ET. Let me know what works. Re: Appropriate person? Weak reason – if someone didn’t care 6 months ago, why would they now? What’s the purpose of the meeting?
  • 36. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L But it’s making some major mistakes. Hi Mark, How are you? Last time we chatted, you said I could check-in six months. So – here I am! Wanted to touch base and see if there’s anything I can help you with. Do you have ten minutes to speak tomorrow? I’m available at 10am and 2 pm ET. Let me know what works. Re: Appropriate person? Aggressive timetable. Weak reason – if someone didn’t care 6 months ago, why would they now? What’s the purpose of the meeting?
  • 37. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L We can’t just arbitrarily check-in. Instead, use a tool (like Signals) to track when your prospect is actually opening and/or clicking your email. That way, if you see a prospect you talked to three weeks ago suddenly clicking on the resources you sent ... you can follow up with additional information relevant to what they're clicking on.
  • 38. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Once you see an email open alert, you can now send this. Hi John, Last we chatted, you requested that I get in touch in November. I may be a month early, but I figured it’d be worth checking-in. Have you given any additional thought to my proposal? I’d be happy to do a quick review of it on the phone and answer any pending questions. What does your calendar look like to talk? Re: Appropriate person?
  • 39. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Hi John, Last we chatted, you requested that I get in touch in November. I may be a month early, but I figured it’d be worth checking-in. Have you given any additional thought to my proposal? I’d be happy to do a quick review of it on the phone and answer any pending questions. What does your calendar look like to talk? Re: Appropriate person? Although a generic-looking opening, you know that the email has been opened 2-3 times RECENTLY.
  • 40. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Hi John, Last we chatted, you requested that I get in touch in November. I may be a month early, but I figured it’d be worth checking-in. Have you given any additional thought to my proposal? I’d be happy to do a quick review of it on the phone and answer any pending questions. What does your calendar look like to talk? Re: Appropriate person? Although a generic-looking opening, you know that the email has been opened 2-3 times RECENTLY. You’re catching them when you know your business is top- of-mind.
  • 41. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Hi John, Last we chatted, you requested that I get in touch in November. I may be a month early, but I figured it’d be worth checking-in. Have you given any additional thought to my proposal? I’d be happy to do a quick review of it on the phone and answer any pending questions. What does your calendar look like to talk? Re: Appropriate person? Although a generic-looking opening, you know that the email has been opened 2-3 times RECENTLY. You’re catching them when you know your business is top- of-mind. The next step isn’t to force more info, but to have a quick catch up.
  • 42. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L We could also follow up with website activity. With the paid version of Signals, you can track website visit alerts. Getting instant notifications unveiling which pages the prospects are viewing on your website can strengthen your follow up in many ways.
  • 43. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L These notifications can be used like so - Hunter, three teammates of yours were looking at our product page this week. I’ve included an example of one below. The product page they’re all viewing is focused on helping reps close deals at an accelerated rate. Do you have 10 minutes to discuss what tools your team has been researching? Would they liked to join the call? If so, how does your calendar look? Update?
  • 44. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Hunter, three teammates of yours were looking at our product page this week. I’ve included an example of one below. The product page they’re all viewing is focused on helping reps close deals at an accelerated rate. Do you have 10 minutes to discuss what tools your team has been researching? Would they liked to join the call? If so, how does your calendar look? Update? The email immediately opens with activity or information from the prospect.
  • 45. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Hunter, three teammates of yours were looking at our product page this week. I’ve included an example of one below. The product page they’re all viewing is focused on helping reps close deals at an accelerated rate. Do you have 10 minutes to discuss what tools your team has been researching? Would they liked to join the call? If so, how does your calendar look? Update? The email immediately opens with activity or information from the prospect. Sending the email when their team is curious increases the likelihood they’ll respond.
  • 46. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Hunter, three teammates of yours were looking at our product page this week. I’ve included an example of one below. The product page they’re all viewing is focused on helping reps close deals at an accelerated rate. Do you have 10 minutes to discuss what tools your team has been researching? Would they liked to join the call? If so, how does your calendar look? Update? The email immediately opens with activity or information from the prospect. There’s visual proof that people from their company are interested. Sending the email when their team is curious increases the likelihood they’ll respond.
  • 47. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Hunter, three teammates of yours were looking at our product page this week. I’ve included an example of one below. The product page they’re all viewing is focused on helping reps close deals at an accelerated rate. Do you have 10 minutes to discuss what tools your team has been researching? Would they liked to join the call? If so, how does your calendar look? Update? The email immediately opens with activity or information from the prospect. There’s visual proof that people from their company are interested. The next step is relevant to what they’re researching. Sending the email when their team is curious increases the likelihood they’ll respond.
  • 48. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Key Takeaways •  Don’t mark your calendar with “check-in in three weeks” and reach your prospects when they actually care. •  Track your emails to identify the right time to follow up.
  • 49. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Key Takeaways •  Don’t mark your calendar with “check-in in three weeks” and reach your prospects when they actually care. •  Track your emails to identify the right time to follow up. Click here to start tracking your emails for free.
  • 50. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L 3. How to follow up ... when you have no meeting
  • 51. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L We were working with a client sending emails like this ...
  • 52. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L There is no reason for me to open. It was packed with problems.
  • 53. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L There is no reason for me to open. Superficial copy. It was packed with problems.
  • 54. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L There is no reason for me to open. Superficial copy. Why does reader care? It was packed with problems.
  • 55. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L There is no reason for me to open. Superficial copy. Why does reader care? Benefit to reader? It was packed with problems.
  • 56. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L There is no reason for me to open. Superficial copy. Why does reader care? Need to build on this. Benefit to reader? It was packed with problems.
  • 57. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L There is no reason for me to open. Superficial copy. Why does reader care? Need to build on this. Seems impersonal. Benefit to reader? It was packed with problems.
  • 58. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L There is no reason for me to open. Superficial copy. Why does reader care? Need to build on this. Seems impersonal. 5 calls-to-action. Just pick one. Benefit to reader? It was packed with problems.
  • 59. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L We helped them with three key changes: Re-write emails with customer interviews. Re-write emails with phrases people respond to. Send them with Signals to track which get opened.
  • 60. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L The resulting email template looked like so. [Name], I’m writing to follow-up on my email. I didn’t hear back from anyone on the team. If it makes sense to talk, let me know how your calendar looks. If not, who is the appropriate person for me to talk to? Thanks for your help, [Signature] Re: Appropriate person?
  • 61. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L [Name], I’m writing to follow-up on my email. I didn’t hear back from anyone on the team. If it makes sense to talk, let me know how your calendar looks. If not, who is the appropriate person for me to talk to? Thanks for your help, [Signature] Re: Appropriate person? This is the subject of the original email & the outcome we’re after – finding the right person to talk to.
  • 62. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L [Name], I’m writing to follow-up on my email. I didn’t hear back from anyone on the team. If it makes sense to talk, let me know how your calendar looks. If not, who is the appropriate person for me to talk to? Thanks for your help, [Signature] Re: Appropriate person? This is the subject of the original email & the outcome we’re after – finding the right person to talk to. This is why you’re emailing them.
  • 63. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L [Name], I’m writing to follow-up on my email. I didn’t hear back from anyone on the team. If it makes sense to talk, let me know how your calendar looks. If not, who is the appropriate person for me to talk to? Thanks for your help, [Signature] Re: Appropriate person? This is the subject of the original email & the outcome we’re after – finding the right person to talk to. This is why you’re emailing them. Your objective is to hear back from someone.
  • 64. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L [Name], I’m writing to follow-up on my email. I didn’t hear back from anyone on the team. If it makes sense to talk, let me know how your calendar looks. If not, who is the appropriate person for me to talk to? Thanks for your help, [Signature] Re: Appropriate person? This is the subject of the original email & the outcome we’re after – finding the right person to talk to. This is why you’re emailing them. Your objective is to hear back from someone. This is where you request they delegate to someone else.
  • 65. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L [Name], I’m writing to follow-up on my email. I didn’t hear back from anyone on the team. If it makes sense to talk, let me know how your calendar looks. If not, who is the appropriate person for me to talk to? Thanks for your help, [Signature] Re: Appropriate person? This is the subject of the original email & the outcome we’re after – finding the right person to talk to. This is why you’re emailing them. Your objective is to hear back from someone. This is your simple, clear, request for a time to talk. This is where you request they delegate to someone else.
  • 66. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L We sent it to 522 contacts ... and saw an 80% response rate. ü  428 responses ü  58% provided a referral or accepted the meeting ü  23% asked for more information ü  18% were not interested or working with a competitor ü  Only 18% didn’t respond at all
  • 67. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L And in the end, we made $4 million in revenue. 522 EMAILS SENT 428 RESPONDED 192 TOOK A MEETING 51 SALES 80% 46% 26% $4,386,000
  • 68. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Key Takeaways •  Don’t send lengthy, “here’s everything we’ve got” emails. Focus on the right cold outreach to spark a conversation.
  • 69. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Key Takeaways •  Don’t send lengthy, “here’s everything we’ve got” emails. Focus on the right cold outreach to spark a conversation. Click here to read the full story on how we turned these emails into $4 million.
  • 70. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Now don’t let your strategy stop here, and try two things.
  • 71. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L 1. Track which follow up emails get opened most. Start tracking for free by clicking here.
  • 72. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L 2. Apply for the Breakthrough Email Pay-Per Lead Program Go to breakthroughemail.com/leads We send the emails for your company for free, and schedule meetings on your calendar. You only pay when you get an appointment.
  • 73. F R O M S I G N A L S & B R E A K T H R O U G H E M A I L Thank You Michael Pici Sales Manager, Signals by HubSpot Bryan Kreuzburger Founder, Breakthrough Email