They Replied, Now What? A Better Sales Email Follow Up
You're not alone. Most sellers suffer from “too much, too fast” syndrome. Prospects open the door with, “Sure, tell me more” or “Yes, I'm open to hearing what you have to offer.”
But this is where most of us go wrong.
We reply with details about our solutions — the problems we fix and how we fix them. We talk about benefits of doing business with us. We yak about ourselves and expect potential customers to continue the conversation they just invited.
But this often results in clients “going dark.” They consistently don't reply. Why? Because your prospects probably are not:
- Actively interested; they're only passively curious
- Able to be honestly interested (the pain is dull, the status quo is in place)
- The decision maker after all (it's a group decision)
- Ready to assemble the decision-making team
- Informed about what is needed (operationally) to enact change
I could go on but will stop here. You get the point.
The worst reply (to a client's invitation to talk) is one about you and/or your solution. Instead, drill further into your prospect's world.
Why did they reply? Was it a passive or serious interest? Do they actually have pain — or are they anticipating it?
You want to know, right away. The best way to understand if you've “got a live one on the line” is to ask. Help the prospect prove they're serious to you. Start the qualification process.
Don't Take the Bait
The trick to earning a reply (to your second sales email) is triggering it. Talking about your solution to their problem is usually not a trigger — even if prospects ask you to. It's a trap. Don't take the bait. Instead, pivot. Provoke your prospect to reply with more details.