As salespeople and marketers, we know that the first point of contact is always important. Second chances are not always certain. However, the follow-up stage is among the most important to the sales funnel.
Many potential deals are lost not because the prospect wasn’t interested but because they didn’t receive a timely follow-up. Following up keeps you top of mind, reinforces your value proposition, and demonstrates persistence—an essential trait in sales.
Sales professionals often worry about being seen as pushy, but strategic follow-ups show professionalism and commitment. Prospects are busy, and a well-timed follow-up can serve as a helpful reminder rather than an annoyance.
This article will teach you more about what makes a great follow-up email and why it is important.
A follow-up email is a message that salespeople send to their prospects after their first initial email. Follow-up emails are important because they allow you to engage or re-engage with your prospects, address any concerns, and extend conversations that might lead to a closed deal.
With 70% of unanswered email chains stopping after just one message, following up is an important step in the sales process. Follow-ups also allow you to restate your offerings and provide the value you are trying to bring to your lead.
There are several types of follow-ups sales professionals use:
By implementing a mix of these follow-up strategies, sales reps increase their chances of converting a lead into a customer.
Let's discuss the elements of a successful follow-up call or email with leads or existing customers.
When you follow up with customers, remember that they might be very busy during their day-to-day. You're reaching out to CEOs and directors who are tasked with running an entire business. They might not have the time to respond to you right away. That’s why, in follow-ups, it’s important to keep things brief and get straight to the point.
Follow-up emails should be concise but engaging and not more than six lines in length. Statistics show that shorter emails had a response rate above 50%. Your goal is to grab their attention and make them want to take action.
To make your message impactful:
Along with your email being short and sweet, you want to ensure you provide enough value as to why you are reaching out to them. When writing your emails, remember that you are not selling a product. You are selling a solution to problems they might be facing.
Every follow-up should reinforce the value you offer. Instead of simply asking if they’ve had a chance to review your proposal, demonstrate why your product or service is worth their time. Some ways to do this include:
57% of prospects consider a message to be spam if it isn't relevant to their needs. Providing a solution shows that your prospect’s goals are in your best interest, which can lead to a mutually beneficial relationship. Relationships with your prospects can lead to fruitful partnerships. By focusing on the prospect’s needs rather than your own, your follow-up will feel more relevant and less like a sales pitch.
Sending follow-ups too frequently can overwhelm your prospect, while waiting too long may cause them to forget about your conversation. Finding the right balance is key. Although there are cases where your email is being ignored deliberately, there are various situations where your prospect is out of the office or can be busy with their day-to-day activities.
While there isn’t an exact formula for how to space your follow-ups, sending follow-ups daily is too much, and sending one once a month is not enough.
When you follow up with leads or potential customers, the call to action is the most important piece of your email. Generally used at the end of an email, a call to action lets your prospect know what they are to do next if they’re interested in your offering. A call to action can be a short and simple phrase to keep your prospect engaged.
For example, a CTA can be used to connect for a demo (“Are you free to connect sometime next week?”), send a piece of content (“Mind if I share a new case study we’ve just published?”) or ask for a better time to reach out (“When do you think this will be at the top of your priorities?”). Personalized calls to action perform 202% better than emails without CTA included. Don’t assume that your prospects know what needs to be done when you email them. You’ll get greater results by clearly communicating what a prospect needs to do next.
Follow-ups are a key part of the sales funnel. If you don’t follow up with your prospect, you are putting yourself in a position to lose out on closing a potential client. Follow-ups are important to the success of your sales process. Remember not to follow up with them to annoy or spam them. Instead, you’re being persistent because you believe you can solve their current problems. Following up is part of the relationship-building process in all walks of life. So get out there and follow up!
Understanding why prospects don’t respond can help salespeople refine their approach. Here are some psychological factors that impact follow-up success:
Prospects receive dozens of emails daily, making it easy for messages to be overlooked or forgotten. A clear, concise follow-up makes it easier for them to engage. To combat this:
People are more likely to respond when they feel they’ve received something of value. Instead of just checking in, provide something useful in your follow-up:
Prospects are naturally inclined to avoid loss more than they are motivated by gain. To leverage this in follow-ups:
By understanding these psychological triggers, sales professionals can craft follow-ups that resonate more deeply with potential clients.
Even the best salespeople make mistakes when following up. Here are some of the most common errors and how to fix them:
Many sales reps either bombard prospects with follow-ups too soon or wait too long, losing momentum. Finding the right cadence is key.
A common mistake is sending templated, robotic follow-ups that don’t reflect the recipient’s interests or pain points. If your email sounds like a mass message, it will likely be ignored.
Fix:
If a prospect reads your follow-up and isn’t sure what to do next, they’ll likely ignore it. A clear and compelling call to action is essential.
Fix:
Many sales reps stop following up after one or two emails. However, research shows that most deals take multiple touchpoints before a prospect is ready to buy.
Fix:
By avoiding these common mistakes and refining your follow-up approach, you can significantly improve response rates and move prospects closer to conversion.
At Key Outreach, we understand the vital role that follow-up plays in the sales process. Following up with your customers and leads is not just a best practice; it's a critical component of driving successful sales. Our extensive experience and proven strategies highlight the importance of following up to maximize conversions and build strong relationships with your existing and potential customers.
Statistics from our case studies speak volumes about the impact of effective sales follow-up. In one study, we found that customers receiving follow-ups are more likely to feel valued and be actively interested and involved in ensuring their needs are met. In fact, they are up to 70% more likely to purchase than those who do not receive follow-ups.
Our skilled salespeople are trained to make at least five follow-up touches, recognizing that persistence pays off. We understand that many potential customers may need multiple touchpoints before they are ready to buy. That's why we go the extra mile to ensure timely follow-ups and personalized attention, making your customers feel valued and appreciated.
Following up with your existing customers is equally important. By keeping the lines of communication open and addressing their needs, we help nurture strong customer relationships and create opportunities for upselling and cross-selling. Our follow-up tactics, including follow-up messages and emails, enable us to build trust and excitement on both sides, leading to higher customer satisfaction and increased loyalty.
Don't let opportunities slip away or leave money on the table. Partner with Key Outreach to master the art of effective sales follow-up. Our dedicated team of sales executives and marketers is ready to help you maximize conversion rates, build customer loyalty, and drive revenue growth.
Contact us today to ensure no sales opportunity goes to waste. Remember, following up can make or break a sale, and we are here to help you capitalize on every lead.
