The fortune is in the follow-up. It's a cliche, but it's true. Most sales are not made on the first contact. They're made in the persistent, professional, and value-driven follow-up. But there's a fine line between follow-up and harassment, and it's a line that many salespeople cross. The art of the follow-up is not about being pushy; it's about being helpful.
7 Follow-Up Strategies That Actually Work
Here are seven strategies that can help you close more deals without being annoying:
- The "Value-Add" Follow-Up: Instead of just "checking in," provide value with every interaction. Send them a relevant article, a helpful resource, or an introduction to someone in your network.
- The "Case Study" Follow-Up: Share a story of how you've helped a similar client solve a similar problem. It's a powerful way to demonstrate your expertise and to build social proof.
- The "Question" Follow-Up: Ask a thoughtful, open-ended question that encourages them to re-engage with you. It could be about a recent industry trend, a challenge they mentioned in your last conversation, or a goal they're trying to achieve.
- The "Multi-Channel" Follow-Up: Don't just rely on email. Connect with them on LinkedIn, engage with their content on social media, and even send them a handwritten note. It's about creating a surround sound effect that keeps you top of mind.
- The "Breakup" Follow-Up: If you've followed up multiple times with no response, it might be time for the breakup email. It's a simple, professional note that says you're closing their file, but that you're always here to help if they need you in the future. It's a surprisingly effective way to re-engage a cold lead.
- The "Funny" Follow-Up: A little bit of humor can go a long way in cutting through the noise. A funny GIF, a clever meme, or a self-deprecating joke can be a great way to show your personality and to make your follow-up more memorable.
- The "Persistent" Follow-Up: Sometimes, the best follow-up is simply to be persistent. As long as you're providing value and being professional, don't be afraid to follow up multiple times. It often takes 8-12 touches to close a deal, so don't give up too early.
"The difference between a successful person and others is not a lack of strength, not a lack of knowledge, but rather a lack in will." - Vince Lombardi
The Follow-Up Mindset
The art of the follow-up is a mindset. It's about a genuine desire to help your prospects, a relentless commitment to providing value, and a professional persistence that refuses to give up. Master the art of the follow-up, and you'll master the art of sales.