How to not Epically Fail Follow up

This is a great article I found on LinkedIn regarding proper follow up and how to make sure you are not only following up on your business opportunities but ensuring that the customer knows you are vested in their support and interest.

Success is an attitude
Success is an attitude

Just wanted to check in with you and see if you’d had a chance to check out my proposal I sent on July 5th…..

What? Really?

The opening to my email didn’t provide you with any value or reason to continue reading. I hate to admit it, but I even do it every now and then. So why do we still use it when we’re following up with prospects? Because sometimes we’re selfish and lazy. But messages like that are annoying and disruptive to the recipient.

The problem is that we all know that following up is critical to closing deals. According to Referral Squirrel:

  • 2% of sales are made on the First contact.
  • 3% of sales are made on the Second contact.
  • 5% of sales are made on the Third contact.
  • 10% of sales are made on the Fourth contact.
  • 80% of sales are made on the Fifth to Twelfth contact.

However…

  • 48% of sales people never follow up with a prospect.
  • 25% of sales people make a second contact and stop.
  • 12% of sales people make three contacts and stop.
  • Only 10% of sales people make it more than Three contacts with a prospect.

It is well known that repeat customers and referral business are the two best (and cheapest to acquire) types of business.

We’ve all sent the “just checking in” email before. So what should you be doing instead? Hubspot (one of the Kings of content marketing…along with one of my virtual mentors: Seth Godin “virtual” because he doesn’t know me, I just obsessively read everything he puts out) says that there are three key ways to drastically improve these “check-in” emails:

  1. Google Alerts – Set up a custom Google Alert for your prospect’s company name, competition and industry keywords. That will create a trigger event to customize your follow up email.
  2. LinkedIn Groups – Find a LinkedIn Group that discusses their industry. That will provide you with content and an actual reason to follow up.
  3. Signals Alerts – Signals allows you to track when your prospect is actually opening and/or clicking your email. That way, you know when they open your email and will help you with the timing of your follow up. (By the way, I’m not an affiliate for Hubspot or Signals…I guess I should be…anyway, there are plenty of email tracking services available. Just Google “email tracking software”)

Hubspot has a great slide deck that you can check out by clicking here.

The point is, you don’t get any value out of the emails you receive that say, “Just checking in” so stop sending them out to your clients and prospects and start sending something of value. You can’t afford not to nowadays in the modern world of constant interruption (how many emails, texts, phone calls, snapchats, etc. did you get while reading this 500 word peice?)

Make sure your clients and prospects know that you are THE thought leader in your space.

To Your Continued Success,

Hendrik de Vries

VP of Sales and Development

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