MODERN MARKETING SERIES
The Science of
Sales Follow Up:
It’s preached over and over. Activity, activity, activity. It’s the keys to the
castle when it comes to a career in sales. You must stay active. Sales is a
marathon and not a sprint. As a salesperson, it should be your mantra.
“What I do today will reap tomorrow.” That’s why it’s so important to
follow up with existing opportunities diligently and meticulously. As a
salesperson, it’s easy to get enamored with the new juicy opportunities
that make their way into your funnel, but be careful not to forget those
that already have been through some part of your sales process already.
Now there are all kinds of follow up throughout the sales process:
•Contacting inbound leads (hand raisers/suspects that aren’t quite ready
for a sales appointment.
•Following up with prospects who have seen your presentation and need
some time to decide on a course of action.
In this eGuide, we’ll be referring to the latter. Specifically, what do you do
once a prospect has seen your presentation?
In the Science of Sales Follow-Up
The 1-2-3 Method you’ll find:
•Discussion of the objective of follow up
•Introduction to the 1-2-3 Method
THE OBJECTIVE OF POST
PRESENTATION FOLLOW UP
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The Modern Marketer’s Follow Up
A method that works well for getting prospects most likely to buy is the 1-2-3
Method. This technique is essentially a series of 3 emails aimed at verifying a
prospects interest in your product or service. The messages within the emails
are deft and tactful and give the prospect an opportunity to say no.
As salespeople, it’s inevitable for prospects to be gung ho about your product
or service and what it can do for them. But a week later, dead silence,
nothing, crickets? These emails will help authenticate their interest (or lack
thereof). In fact, it’s highly likely that this technique will help revive
prospects that have gone silent. The basic flow is as follows:
Templates: The actual message in each email is very simple
and conversational. No need to inundate the prospect with
a ton of information unnecessarily. Below, you will find the
3 templates used in the 1-2-3 Method
1) Feedback Email:
Any feedback regarding the information we sent you
regarding our solution you want to provide via email, or
should we hold a time open on our calendars this week or
next to discuss?
You are softly opening the door for further discussion. Not
only that, but you are providing a timeframe for the
prospect. The typical responses to this call-to-action might
1) Yes, let’s talk.
2) Now is not the right time, follow up in a month
If the prospect opts for #3 then wait for a specified period
of time and send the Soft Takeaway Email.
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2. The Soft Take-Away
I have not heard back from you and it may be that you got
busy and meant to come back to this. Would it make sense for
us to set aside some time later this week or should I be
contacting you next month?
In the Soft Takeaway, you exersized some tact in pointing out
that the prospect has failed to respond.In fact, you’ve built a
non-confrontationalexcuse for them. The call-to-action
question gives the prospect an opportunity to meet or
designate themselves as a longer term follow up. Remember,
the objective is to weed out the buyers from the non-buyers.
The typical responses might be:
1) Sorry for not responding sooner. Actually your timing is
just right. Let’s meet soon.
2) I think a month would be a good time.
3) We are no longer interested
If the prospect opts for #4 and does not respond, then wait a
specified time period and send the Hard Takeaway.
2. The Hard Take-Away
Since I have not heard back from you, I will assume you have
elected to go another route for [solution]. Should your needs
change and a [solution] makes sense, please keep us in mind.
In the Hard Takeaway, we are simply removing the prospect
from our sales funnel and politely letting the prospect know
as such. You would be surprised at how often a prospect will
revive after receiving the Hard Takeaway. Typical responses
1) No wait, Sorry for the slow response, Let’s meet.
2) Thanks for your follow up, but we aren’t interested. Try us
back in 6 month’s.
The 1-2-3 Method works very well and is great for quick boosts in sales. Avoid
adding any other content to the emails. The typical time periods in between
emails vary from about 1-2 weeks. So, put The 1-2-3 Method into action and
make sure you share some of the successes with us.