Follow-up calls are a key part of the sales process. They help you move customers down the sales funnel and build a stronger professional relationship with the people you want to sell to.
Of course, whether you're selling order management systems, online training programs, or something else, it's easy to mess up a follow-up call - or at least do it in a way that's not ideal.
This guide will help you structure your follow-up calls better and get the sales you need for your business.
1. Get a commitment to a follow-up call
Start by setting a specific time for a follow-up after your first contact with a customer. Try to be flexible, and be ready to speak at a different time if needed. If you've ever wondered why people use voice over internet protocols, also known as cloud phone systems, sales calls are a great example. They let you make calls from any internet-enabled device, giving salespeople maximum flexibility.
It's a good idea to follow your customer's lead and also ask them to save your number. Once you've made plans with them, make sure you call at the agreed time. A customer's time is as important as anyone else's. Wasting it is an easy way to lose a sale or any future contact with them.
2. Plan what you're going to discuss
Once you've picked a time to talk, send the customer an email shortly before your conversation. This helps remind them and reduces the chance of missed appointments. This reminder email should briefly mention what you're going to discuss. The exact format of the meeting can change based on what your customer wants.
Above all, make it clear this is a no-pressure conversation. During follow-up calls, many customers worry they'll have to make a commitment before they're ready. While getting that commitment is the end goal, trying to push a customer too soon can lose the sale. Be positive but don't pressure them.
Another good strategy is to include something valuable but related. An online article or resource often works well. This can relate to the product or service you've discussed or it can be more personal to the customer. You can use the same article with different customers as long as it's relevant to each one.
3. Think about what you're going to say
Before you start a follow-up call, think about what you'll say. Make sure you always mention who you are and get the name of the person you're calling right. This saves time and starts the conversation on the right foot. You should also quickly explain why you're calling.
Some customers may need multiple calls. In this case, your follow-up talks will be based on past conversations. It's a good idea to make notes during these, especially since our memory isn't as good as we think it is. Your notes can also give you clues about what customers expect, such as ways to solve certain problems.
4. Avoid a boring opening
Even if you build goodwill with an email, the first moments of a follow-up call can ruin your efforts. Bad openings include asking if they got your emails, if they have any questions, or if they've made any decisions about what you discussed before. These questions are boring and repetitive. Sometimes, they can put customers on the spot and lead to awkward conversations.
A better approach is to clearly set the agenda for the conversation instead of asking uncomfortable questions. You can make this even better by mentioning any problems your customer has talked about, like a high bounce rate or exit rate on their website. You can remind them of the frustrations they're facing and then explain you'll be sharing the features of what you're selling, which will fix the problem.
Another strategy is to frame features by the benefits they offer. For instance, you could talk about how sending a web-based proposal instead of a PDF makes it easier to track engagement and see exactly what sections prospects are spending time on.
5. Work to build a rapport
Adding a personal touch to sales conversations is a good strategy. However, it's also a fine line to walk. Going too far can make you seem intrusive and lead to discomfort during discussions.
The key to success here is to use a light touch multiple times during sales conversations. A potential customer might mention something going on in their life during your first sales call. If so, make a note of this, and be sure to follow up on it when you next speak. This helps you build rapport with your customer and can make closing a sale more likely.
Another way you can build rapport is to show you really listen to customers when they share concerns. Respond to concerns in their work life as much as in their personal one. A good rapport-building effort will make customers look forward to later calls instead of dreading them.
6. Leave a voicemail
Leaving a voicemail can be debated among salespeople. You may wonder if doing so is right or useful. However, generally speaking, leaving a voicemail is a good idea.
A good voicemail message is friendly, encourages questions, invites future contact and includes the personal touch we discussed earlier. It's not just a way of staying in touch but a way to stand out from other salespeople. That said, try not to let getting sent to voicemail over and over get to you and don't take out your frustration on the customer.
7. Be persistent (but not too persistent)
Being persistent is an important part of any sale, but it's a fine line to walk. If a customer isn't responding to your calls, make sure you don't come across as pushy in voicemails.
Gently make it clear you're ready at the appointment time and accommodate your customer. Make it clear you understand life sometimes gets in the way. Give them time to get back in touch with you and remind them of their earlier concerns again. It's a good idea to treat a failure to connect as an unfortunate event rather than a mistake on the customer's part.
But if a customer keeps failing to communicate with you, despite your persistence, don't be afraid to let them go. Nobody wins every time, and you aren't necessarily a bad salesperson because someone won't hear what you have to say.
Conclusion
Making a follow-up call can be nerve-wracking. However, with some preparation, it will go much more smoothly. The key is to respond to the specific concerns each customer raises and move beyond it being just a sales call. Try to add personal touches and offer value beyond what you're selling. Always keep your cool, and don't let your failures reflect badly on your abilities. By following these tips, your follow-up calls will be as strong as they can be.
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