The Importance of "Following Up"
We've all been there. You're checking in with a client or customer and they have clearly expressed that it's not the right timing for them. It's easy to go about your day and move on to the next potential sale without ever following back up. In fact, according to the National Sales Executive Association, 48% of sales people never follow up with a prospect. 25% make a second contact and stop. You may start to see the trend, as only 12% make three contacts and stop.
This all becomes even more interesting when you consider that 80% of sales are made on the fifth to twelfth contact. So while it may seem like a wasted opportunity at the time, the statistics prove it's a worthy investment to continually follow up. Not to mention the competitive advantage you will have over your competition if they are giving up after a couple attempts.
It's also important in how you follow up. People do not want to be sold a product. They want to learn the value and benefit that a product has on themselves and their brand. They want solutions. If you take a little extra time in asking the right questions, you can pick up some invaluable details to tailor a product or solution to their exact needs.
Lastly, once you have built up a great relationship, it's completely fine to avoid business talk every once in a while. Ask them about their family, a recent vacation, the weather, etc. These seemingly small interactions will go a long way in letting your customer know that you value them more than just their wallet. They will remember this the next time they need something and are thinking about who to call first. Just remember to do this when there is already a solid relationship in place. This can be seen as intrusive if done with a prospect that you barely know.
Overall, it's hard to not get discouraged after multiple attempts don't go your way. But your persistence will be rewarded, even if it doesn't feel like it in the moment. When that sale finally does come through, don't forget to reward yourself for your hard work!
MATT JUEDES | Outside Sales Rep | CUTTER & BUCK
C 920.379.1313 | firstname.lastname@example.org | cbcorporate.com