Sales Follow-up Emails: The Most Effective Formula
Connor is a financial adviser who offers different investment options. He says, “The products don't sell themselves. The (sales) process we use conveys the value of our products.”
Thus, it's critical for him to get into the flow of a buyer-focused conversation.
He asked me, “Do you have a proven approach to moving this situation forward and getting the appointment or should I explain what the product I was referring to in my response?”
Indeed, I do.
Pinpoint the Pain or Goal
In Connor's case, the prospect responded by asking about investment options. That's what Connor sells. He used a “near-term buying first-touch” approach. And the buyer is curios about his solution to the problem. Success!
However, this can be a dangerous situation.
The best way forward in the second touch is over-focusing on the prospect. Here's what I mean.
In Connor's case, the buyer is opening the door to talk about his solution, the product. However, it's best to resist this temptation.
Instead, to earn another reply, I ask one brief but purposeful question. Two max. This qualifies your lead. It also helps you know how, exactly, to respond and move the discussion forward.
For example, Connor should reply,
“I will be glad to talk options, ___ [first name]. But I need to know more about you, please, to help. Are you invested in CD's, bonds (low rate options) now? Are you doing everything possible to protect yourself from outliving your retirement savings?”
They'll Tell You How to Reply
New customers will tell you what will trigger them to buy. Sometimes in the second email you receive from them. Choose your words carefully. Help them to open up and tell you.
The goal of your second email message is not to pitch your wares. Instead, it is to:
- Earn another reply, (keep it very short!)
- Trigger an "avalanche" response, (allow your buyer to become emotional)
- Pinpoint the buyer's exact pain or objective. (so you can address it)
By identifying what matters most to the buyer you'll know exactly how to reply in a way that builds credibility and curiosity in your solution. Remember: An emotional reply from a prospect validates how important a given issue may be to them. Additional curiosity (more questions) indicates the lead is a good one.