The Effective Follow-Up Technique in a 'Social' World
Getting through to C-level decision-makers demands an effective follow-up technique, and today's best performing sellers have them. Reps who follow up — and do it well — hit quota. Those who exceed it? Yup. They have a superior follow-up technique when prospecting.
Ten years ago it took roughly four attempts to reach a prospective customer. Today it takes eight. We've read the research. The jury is out.
To hit targets you must:
- follow up often (seven to 10 times)
- communicate effectively to clients
- use email, voice mail, LinkedIn ... all available tools
Otherwise you're wasting time.
What Motivates Your Follow-Up Technique?
At the core of the best follow-up technique lies a philosophy: You either serve or push. What is your motivation? Is your strategy driven by a desire to solve customers' problems?
Or are you driven by pressure to place a solution?
Do you believe your product is desperately needed? Or are you just pulling a paycheck?
Nothing wrong with expecting a paycheck. But have you considered how needing sales negatively influences how you communicate with customers ... about their problem?
If you manage a team, have you considered how reps tasked to set lots of meetings may reinforce or diminish communications skills?
What Separates Persistence From Pestering When Following Up With Prospects?
When following up with targets, what's the difference between persistence and pestering? How often should we follow up, with which tool (email, voice mail, etc.) and what cadence? These are all common questions. But what if they don't serve our goal?
As sales trainer Josh Braun says about cold outreach, "What you need is an approach that doesn't feel forced, unnatural or uncomfortable. An approach that doesn't assume what you have is what someone else wants."
Worrying about pestering clients vanishes the moment you shift from placing solutions to solving problems. You allow yourself to empathize with prospects.