You sent your proposal a few days ago and…Nothing.
So you wait and you wait and you wait….
Now, you’re getting antsy. ‘Surely, they received it!’ you think. ‘I know that follow-up is key, but how do I follow up with the lead without coming off as annoying or pushy?’
Recently, I read the book, The Little Green Book of Getting Your Way by Jeffrey Gitomer. In this book, which I highly recommend, Gitomer explains that it’s not enough to simply send a message to the lead asking: “Hi, do you have any questions for me about the proposal?” You don’t really care if they have any questions. What you’re really saying is: “Hi, is my money ready yet?”
Now, I’ll admit I’ve sent follow-ups like that. I thought asking if they had any questions about the proposal was a good way of eliciting a response and it was way better than saying: “Hurry up already!”
But, in truth, a follow-up will be way more effective if you add something of value to the lead. Think about it. What’s more persuasive?: Asking someone if they’re ready to move forward or doing something for their benefit before you ask?
Many of us understand that it’s good to provide value before going for the sale. What we forget is that it’s important (maybe even more important) to continue bringing people value in the follow-up stage. When we’re trying to close the lead, that’s when we need to step our game up and not only be persistent, but also persuasive. And, I’ve learned that you get more with the honey of providing help than you do with the vinegar of pushiness.
Incessant follow-up phone calls and emails aren’t going to cut it. You should bring people value in every interaction from the first interaction to close and then continue to surprise and delight even after the sale is made. That’s how you instill loyalty.
So, how to do you add value in a follow-up?
Well, that’s a good question. I looked it up on Google. By the way, not sure if you already knew this, but you can learn everything on Google! Shhh, don’t tell anyone.
I found a variety of tips, but the two that stood out to me are as follows:
Don’t send a generic, ‘all-business’ email like: “Hi, following up. Please let me know if you’d like to discuss the proposal. Thanks.”
Use the lead’s name and open with something that will establish rapport. Engage them in conversation. Reference something you talked about. Use humor when appropriate. Establish a consistent tone for your brand’s follow-up emails. It could be quirky or a little more business-like depending on your audience. Perhaps, it’s a catch phrase in your opening line or your email sign-off. Get creative with it. There are numerous ways to differentiate your brand and stand out in every interaction you have with prospects and leads.
Share customized content.
As stated above, helping is a great way to provide value. The more you help, the more you sell.
Share useful, helpful, informational content in your follow-ups that is customized to the needs or interests of the lead. According to a report from Custom Content Council, 61% of consumers say they find custom content helpful and will be more likely to do business with a company who provided them with custom content. A study done by Demand Metric found that 82% of respondents felt more positive about a company after reading custom content.
Depending on your time and resources, you can either create custom content for specific types of audiences or leads or you can share content from elsewhere that your leads will find helpful. This content can be blog posts, videos, articles, infographics, ebooks, or podcasts that your lead will appreciate. Create separate email lists targeted to specific types of leads categorized by their interests and feature different types of content in your emails for each list.
Recently, I sent a follow-up email to a lead that featured an article from Hootsuite about the best times to post on various social networks as well as a blog post of mine that I thought would help them with a specific issue they were having. I then asked them if they had any questions or would like to discuss the details of the proposal with me. This email got a response whereas my first two follow-up emails, which simply went in for the ask, did not.
When you give away something of value, you make the lead feel more positively disposed toward you and your brand. An aggressive follow-up email can be quickly ignored and discarded. Most people will pay more attention and respond to someone who has first provided them with something of value. When you give something away, you make the lead feel more inclined to respond to you. And if you truly brought them value in your follow-up, they will be more likely to become your client.
If you need help creating custom content for your follow-up emails or email newsletters, feel free to shoot me an email: firstname.lastname@example.org and we’ll set up a meeting.