Closing a sale isn’t always a single interaction. Even with a thorough qualification, matching needs, masterful objection handling, and creating a sense of urgency with a customer, we often still hear, “I need to think about it.” What you do after hearing that dreaded phrase is what makes or breaks the completion of the sales process. Many salespeople make the mistake of crafting what they think is a perfect sales presentation and then sitting back and doing nothing. That’s where effective sales follow-up comes in—it’s the key to staying top-of-mind, building trust, and ultimately turning hesitation into a ‘yes.’
Don’t Be Afraid of Sales Follow-Up
Sales follow-up is what you do after your initial interaction to encourage your prospective customer to purchase. Statistics show that 80% of sales require an average of five follow-ups to close the deal, and 92% of salespeople give up after the fourth call.
Many salespeople are afraid of the follow-up stage of the sales process. Perhaps they fear annoying the customer or being seen as stalking or harassing. Or simply just afraid to hear “no.”But hearing no is a gift….it allows you to stop wasting time. Cross that customer off your list and move on. So, instead of being afraid to follow up, reframe your mindset. Thank the customers who give you a definite no so you don’t waste precious time. Instead of thinking you’re bothering your customers, remember that you are building a relationship with your customers and providing them with a solution to their problems. Handled properly, they will thank you with a “yes.”
Customers Are Busy
The number one reason a customer doesn’t get back to you right away isn’t because they are not interested…it’s because they are busy. Purchasing decisions often move slowly, even more so when the product or service is of substantial value. Most customers have a lot going on, and you need to be determined, resourceful, and strategic in your approach to capture their attention because most decision-makers are juggling many different demands on their time and budget.
Provide Value
Customers don’t want to feel like they are on the receiving end of a sales pitch. Instead, you can get better results from using the WIFM approach. What’s In It For Me? Letting your customers feel like there is value, i.e., something in it for them, will keep them engaged, and an engaged customer is more likely to buy, spend more, and become a repeat customer.
How do you engage your customers? Strive to remember something significant about them. Simply remembering things about people and showing that you care helps build relationships that drive sales. Keep notes about their pain points and problems you are helping them solve. To succeed, you must remember that you are not selling them a product but a solution to their problem. Always center the conversation on these pain points and how you solve them. One of the most successful messages you can send is a notification of a special offer or limited-time discount. This is a useful way to re-engage with a customer you haven’t spoken with for some time.
Speak To Your Customer’s How They Want to Be Spoken To
So, what do you do once you’re ready to make your follow-up contact? We know your customers are busy people. They do not have time for rambling emails and long phone calls. Keep your follow-ups succinct. An email follow-up should be no more than six lines in total length. And a follow-up telephone call should last no longer than ten minutes. It’s important to use various methods when reaching out to a customer until you find the mode that the customer prefers to use. Most marketers will suggest the first outreach be through email.
Email tends to be seen as the least invasive method. It can be automated, but it must be personalized. 72% of customers will only respond to personalized messaging. There’s nothing less appealing than receiving follow-up emails that are obviously automated scripts filled with generic messaging.
When emailing a customer, keeping it short and upbeat is important. Send a follow-up email shortly after the customer’s first visit. Express your interest and willingness to assist. Be sure to thank them for their time, recap what they liked, and how it solved their problems. Include a clear call to action. Use subject lines that remind the person who you are and grab their attention. A generic “Just Checking In” will likely remain unopened and land in the trash folder. Create a sense of urgency with a limited-time offer (“25% Off This Week Only”). Ask a direct question (“What’s Next?” or “Your thoughts?”) or make it personalized to demonstrate value (“Thought this article might be useful to you”).
Once you’ve sent one or two emails and heard nothing back, it may be time to pick up the phone, send a text, or send a handwritten note. Two to five days is the ideal time to wait before following up with an email. This will be considered your first follow-up email. If you don’t get a response from your first follow-up, you may follow up after 3 days, either by phone, text, or email. Research has shown that 97% of text messages are opened within 15 minutes, so keep the message short, sweet, and reader-friendly. If you choose to call, have a prepared voicemail script ready, so you’re not grasping for words when they don’t pick up. Wait another seven days before making another follow-up if you still have not received a response. Reach out again after another seven days, and wait another 14 days. Using a variety of email, phone calls, and texts allows your customers to communicate with you most comfortably and conveniently.
Always Define the Next Steps
One of the biggest mistakes salespeople make with follow-up calls is not clearly defining the next steps in the process. Talking about the next steps creates momentum, builds trust and reliability, reduces the likelihood of procrastination, and gets them vested in the sales process. This process should begin while the customer is still in your store and before the first follow-up contact. Let the customer know you will be in touch with them. Be specific. “I’ll call you next week” is vague. Setting a mutually agreed upon time to connect is specific and gets the customer’s buy-in. When you have a clear plan of when you’ll speak again, you reduce the risk of the customer ghosting you or the sale falling through the cracks.
Know When to Stop
There will come a certain point where your follow-up becomes pushy or pointless. Since, statistically, 80% of successful sales require five follow-ups on average, that would be a good baseline. At a certain point, a lack of response is a no or a no right now. Sending one final email, often called the “break-up email,” is a good idea before you stop contacting the customer. If the customer was interested but hadn’t gotten around to replying, the break-up email will often trigger a response. In essence, the break-up email asks the customer to tell you if they want to keep the conversation open or to confirm they’re not interested. It is usually short but sweet, reminding them you are always there to help. It goes without saying that at any point, if the customer comes back with a firm “no” or otherwise indicates a clear lack of interest, you should stop follow-up immediately.
Sales Follow-Up is a Key Weapon in Your Arsenal
Follow-ups let you stand out from the crowd. 44% of salespeople give up after just one follow-up call. Consistently following up means you will close sales others are giving up on. It’s worth repeating that 80% of customers will say “no” four times before they say “yes.” Another statistic to remember is that research also shows only 8% of qualified leads purchase on first contact, leaving 92% of potential sales you are missing by not following up!
By following this process, you are not harassing the customer. Rather, you are demonstrating your commitment to their overall satisfaction while nurturing relationships with them that increase retention and generate referrals, ultimately driving long-term sales growth. Please keep it going; your persistence will pay off!
