The Key to Sales Success - Effective Follow-up

Effective Follow-Up Strategies
By Paul Kirch
Watch on YouTube at https://youtu.be/y5rReL-DSfk

Paul Kirch, PRC is the founder of Actus Sales Intelligence, a
firm created in 2009 to help the marketing research
professionals achieve sales success through relationship
building and strategies which create loyalty and trust.
Paul Kirch, PRC
CEO of
Actus Sales Intelligence
Actus is a Latin word meaning perfection, determination and complement.
These are the words that make up the foundation of the brand Actus Sales Intelligence.
Paul has a diverse background stemming from more than 25 years of professional
experience. His early years were spent in operational roles at the world famous Gallup
Organization, where he spent 10 years working with some of the largest companies in the
world. In 2000, he took his first sales position, which opened his eyes to a new world of
opportunities. This led on a journey of learning and development, which has benefited
him since his first sales call. In 2009, after serving in a successful sales leadership role,
he knew his next chapter would help him impact the lives of others through his own brand,
called Actus Sales Intelligence, where the motto is “Sell Smarter.”

Can You
Hear
Me?
Following up on leads can be an extremely frustrating process.
Prospecting and Lead Development at Events

Prospecting Takes Time
Consistency is Strategy
Prospecting and Lead Development at Events

They Told
Me to Call
They Said
They Had
Work for Me
They Won’t
Take My
Calls
They Said
They Were A
Decision Maker
They Ignore
My Emails
They Aren’t
A Sole
Decision Maker
Happy With
Current
Supplier
A Waste of
My Time?
They Seemed
Excited
Follow-Up
Frustration
Wheel

Lead Nurturing Leads to
W
Working
the Room
Lead nurturing should focus on driving engagement. Follow-up, engage and you can celebrate your WINS!
I
Initiate
Conversations
N
Next-Step
Strategy
S
Selfless
Approach
http://goo.gl/BaFcWV

Avoid the Bogies
egularity
equencing
ersistence
ctions

Persistence is Not Annoyance if
Value Is the
Focus
Why Your
Offerings?
A Lack of Response is Not a Lack of Interest
It’s About
Them
It’s Less About
Your Needs
Stay
Top-of-mind
Who Are They
Thinking Of?
Earn Their
Trust
Become a
Resource

The Key to Follow-Up
A Lack of Response
DOES NOT EQUAL
A Lack of Interest

How Often Do You Follow Up?1
Are You Consistent?2
What Methods Do You Avoid?3
What Assumptions are You Making?
4
Look at
Your
Approach
Are You Only Picking Low-hanging Fruit?
5

Persistence
Most Sales People Follow-Up Too Infrequently
2% of sales are made on the 1st contact
3% of sales are made on the 2nd contact
5% of sales are made on the 3rd contact
10% of sales are made on the 4th contact
80% of sales are made on the 5th-12th contact
Source: National Sales Executive Association Sales Executive
Association
Reality Check
8-10 Solid Efforts is the Minimum for Maximum Conversion

Why Persistence is Vital
• Do you believe you can help them?
• Your Competitors are Following Up
• You Can’t Win if They Don’t Think of You
• Waiting for Your Phone to Ring Will Not Drive Sales
• Often Sales is Timing
• Your Value Must Be Shown
• Forgotten Efforts are Truly Wasted Efforts
Until You Are A Priority, You Are Not!

1 Do You Smile and Dial?
The Telephone is Still the Number One Sales Tool
2
Email?
Today’s Version of Junkmail?
3
Newsletters
Value-driven Messaging Opportunities4
Social Media Engagement
Engagement or Introduction?5
Direct Mail?
Cost Issues and False Perceptions Limit Use
What
Methods Do
You Use?

Their Contact Preference
Is Often the One they Can Run from Fastest!
As You Respect their Request, Does
Your Competitor Win the Race?

Tools that Work

Voicemail or Not?
The True Purpose of Voicemail

Voicemail or Not?
The True Purpose of Voicemail
It’s the Ultimate Top-of-Mind Awareness Tool!
A Returned Voicemail Should Be a Goal, Not an Expectation

Voicemail or Not?
http://vcita.com

Creative Outreach
http://goo.gl/surSLz

Stand Out

Are You Consistent?1
Do You Follow a Strategic Plan?2
Are You Tracking Conversions?3
Are You Memorable?4
What Next?5
How
Frequently
Do You
Reach Out?

Regularity/Frequency
Determined by:
• Comfort Level
• Manageable Volume
• Warmth of Lead
• Their Knowledge of You (are you known)?
• Their Expressed Interest
• Tools for Managing Process
• Metrics Developed Over Time
Metrics Can Be Proven Over a Period of Time
Metric Tracking Can Directly Determine Sales Targeting

Frequency Concepts
Remember 8-10 Attempts is Recommended for Maximum Impact
Warm Leads (Expressed Interest)
Example of Follow-Up
Cold Leads
Example of Follow-Up
• Initial Phone Call (Leave Voicemail)
• Follow Up With Email In 1 to 2 Days (Reference Topic)
• In 3 Business Days, Call Again (Voicemail Recommended)
• In 1 Week, Reach Out Again (By Phone – Voicemail Optional)
• At This Point, Follow Up with Email Immediately, Letting Them Know You’ll Follow Up
Again If They Don’t Call Back or Respond
• Schedule Next Telephone Attempt Two Weeks From That Date
• Next Call Attempt Should Be No More Than One Month Out (Voicemail)
• During This Time, Leverage Marketing Email, Direct Mail or Newsletter
• Next Attempts Are Determined By Capacity
Expressed Interest Requires Top-of-Mind Strategies to Ensure Engagement
• Initial Phone Call (Do Not Leave Voicemail)
• Follow Up With Introductory Email Immediately
• In 3 Business Days, Call Again (Voicemail, Referencing Email)
• Leverage Marketing Email, Direct Mail or Newsletter
• In 1 Week, Call With Specific Call to Action (Voicemail Optional)
• In 1 to 2 Days - Send Email Referencing “Why” You Want to Schedule (Referencing
What You Know About Their Business and Whey You Provide Value Can Help)
• In Two Weeks Call Again (Voicemail Must Be Focused on Call-to-Action)
• At This Point, Leverage Email Sequence or Direct Mail Campaign
• Continue Calling, Depending on Capacity (Next Call Two Weeks from Previous)
Cold Leads Require Strong Call-to-Action and Research-Based Messaging (What You’ve
Learned About Them and Why They “Need” Your Services)
Voicemail is used for top-of-mind awareness. Message must be relevant and call-to-action based.

Scheduling
Determined by:
• Potential Opportunity (Size, Synergy, Service Needs)
• Available Time for Prospecting (Seller-Doer VS Dedicated Sales Role)
• Comfort Level
• Sales Targets
• Your Value Messaging (Reasons to Call)
• Marketing Support Available
• Lead Sources Available
Leverage Next-Step Strategies with All Efforts

Follow-Up Sequencing
Often Driven by Marketing Efforts, Follow-Up Sequencing Can Be Automated
For Non-Responsive Prospects.
• Triggered By Event(s) (RFI)
• Sales Milestones (X # of Non-Response Attempts)
• Promotion and Marketing Initiatives
• Permission Based VS Non-Permission
• Parallel to Other Sales Activity (Support Activity VS Stand-Alone Campaign)
Sequencing Can Help You Reach New Sales Levels

Example Sequence
Sales Support Sequencing
Method Approach Content
Email 1 Engage and Provide Information A Thank You for Opting In With An Information Based
Message (Why Your Firm Is A Perfect Partner)
Email 2 Provide Educational Content A White Paper or Some “Value-based” Message
Phone Trigger Phone Call Through CRM or Other System Reference Above Correspondence – Measure Interest Level
Email 3 Invitation for Event Webinar or Online Demonstration
Direct Mail Top-of-Mind Awareness Send Marketing Piece by Mail to Support Activities
Email 4 Engagement Allow Them to Get to Know You
Email 5 Content Marketing Article or Other Informational Content (Video, Audio, etc)
Phone Value-based Call Reference Above Correspondence or Other Relevant Content
Newsletter Value-based Messaging + Get to Know Your Firm Provide Actionable Content to Help Them See Value
Sequencing Can Continue in Perpetuity or Have a Fixed End-Date.
Tools – Aweber.com, Salesforce.com, etc.
Learn to Write Email Sequences: http://autorespondermadness.com/

Want More?
Contact me at follow-up@ActusSales.com to receive updates.
Paul Kirch, PRC
CEO of
The Ultimate Follow-Up Guide - Coming Soon
Book | Training Program

Contact Us
follow-up@actussales.com
http://actussales.com
Toll free: (844) 222-8876

The Key to Sales Success - Effective Follow-up

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