Foolproof Follow-Up Tips To Boost Your Business

Initially, many people find it hard to follow up. Some are shy, or feel like they’re being a nuisance or groveling. Others simply don’t know how to go about it. In the beginning following up may feel awkward, uncomfortable or unpleasant, but you’ll adjust to it. It won’t take long, but it will take some planning.

Professional, prompt, and repeated follow-up isn’t just good business, it’s necessary to succeed in sales. Following up is as important as any other business task—such as attracting clients or customers, satisfying their needs, and fulfilling orders. But most people don’t approach it systematically. They follow up only when they can steal time from other tasks that they consider more important or in order to breathe new life into efforts that seem likely to fail.

Follow-up must be an integral part of your sales operation! It’s essential if you hope to succeed.

Set aside a regular time each day to follow up. Make following up a part of your daily routine, schedule it like an appointment, and enter it on your calendar. Allot a set amount of time to follow up with media contacts, prospects, customers, friends, and anyone else who can help your business.

Don’t overly worry about being a nuisance.
Potential clients are always busy and they understand that following up is a part of the business. Usually, their failure to respond is due more to lack of time than lack of interest in you or your story.

In fact, think of your following up as doing your contacts a favor, like a hotel wake-up call, which can be jarring at first, but becomes appreciated in time.

Follow up promptly.
Prospects can’t wait around. Most of them are on tight schedules, with plenty of appointments and deadlines. Try to get to them early by placing follow-up calls as soon as they receive your information. Generally, follow up no later than three days after you’ve mailed your package.

On your follow-up call, your first sentence should state your name. Identify who you are, and clearly, but briefly, say why you’re calling. And begin the conversation with questions, so your contact does the talking. For example:

JANE: “Hi, this is Jane Doe of Fexibility Plus. I sent you information on my foolproof system to build strength, flexibility, and endurance. Did you receive it?

PROSPECT: “Yes.”

JANE: “What did you think of the idea? Is there anything that you didn’t understand? Would you like to set up an interview?

Put your pitch first.
It will provide context for who you are, why you’re calling, and give you a place to begin the conversation.

Don’t just call to confirm that they received your package. Ask if they understood everything and if they need any further information.

If your prospect doesn’t recall receiving your package, ask, “May I send you another?” Follow that with your sound bite, so they remember who you are. And suggest faxing or e-mailing the information so they will receive it more quickly. This will also help you update your prospect list with their most up-to-date contact information. However, if they would prefer to receive the information by regular mail, send it out as soon as you hang up.

Send e-mail with a return receipt request in order to verify that it has been received. Also program your e-mail to contain a signature that automatically gives your contact information—name, business, address, telephone number, fax number, Web address, and business motto—at the end of the message. For faxes, use a fax cover sheet that includes the same information.

Follow up your faxes and e-mails by telephone no later than the next day. If you send it by regular mail, wait until you know it has arrived to call. If a follow-up call goes to your contact’s voice mail, leave a brief message. In the message, spell your name, give your phone number, your sound bite, and repeat your phone number. Remember to speak clearly, briefly, and politely—put a smile on your telephone voice. Continue to call until you get a response.

Don’t get discouraged—it can take a dozen phone calls to secure one sale. Nowadays, prospects are used to persistent callers; you have to get used to being one. If your contacts are abrupt, don’t take it personally. They may be on a deadline, in the middle of an appointment, having a bad day, or otherwise involved. They may also refer you to a colleague who can help, and your next call may hit the jackpot.

Pin down a specific day and time if a prospect shows interest. Find out if there’s anything additional you can send or do until you hear from them. If they don’t call at the appointed time, which is likely, call them with a gentle reminder.

If you’re asked not to call again—don’t call again. On occasion, you may not be the right fit for your contact. So, when you’re flat-out rejected, stop following up. Try to salvage something positive from rejections by thanking contacts for their time, asking them what other stories might appeal to them, requesting names of others who might be interested in your story, and inquiring if you can contact them on future projects.

Explore all alternatives. For example, when a high profile prospect wasn’t interested in a product, the saleswoman contacted someone else who purchased enough products for her entire staff of 12. Changing the angle of your pitch could generate renewed interest or expand your potential markets.

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