How can you ensure effective follow-up with your customers without risk?

"I called him back 8 times, nothing to do, no answer"! Ouch, you're embarrassed. On the one hand, you don't want to be seen as a strong man, any more than you want to put your customer off. On the other hand, he left you saying "We're very interested, we'll get back to you soon". In short, the fog. How did we get here, and what should we do about this customer who no longer responds?

1. Upstream - Establish a rhythm

Sales are like music: you have to keep the rhythm!

• Play the right notes, but in any order, there's noise.
• Play these same notes in a precise order, with the right tempo, and you get a melody.

And as a salesperson, you're much more than a musician: you're the conductor!

Think of each interaction with your prospect as a series of notes, creating a melody.

The challenge: to be present without being heavy-handed.

• => If you do too much, you'll end up being ignored.
• => If you don't do enough, you'll be forgotten.

A real tightrope walker.

Obviously, you don't want to be pestering your customer every 30 minutes. Each of your actions must be precise and make sense.

Tip 1: Maintain a connection with your prospect between milestones.

In other words, between appointments, be polished and occupy the space:

"I've just spoken to {name current customer}. He would like to be able to share with you how he feels since using our solution. If it's all right with you, can I give you a presentation in the afternoon?"

"By the way, I didn't tell you about this but we also have a newsletter. I'll put the link here if you want to know more."

"I came across this article that addresses the problem you mentioned! You might find it interesting."

By mail or phone, as long as your advice is useful and relevant, you'll receive feedback.

Tip 2: Establishing a rhythm also means taking advantage of each interaction to validate the next step.

And that's why it's best to broach the subject twice!

1. Discuss your next steps at the beginning, when you announce the plan.
2. Of course, raise it at the end, when you "officially" plan to see each other again.

And a good plan is established right from the first meeting!

"Just before we start. If you like what I'm presenting, what do we do next? What would be the next steps if we want to move forward together?"

You haven't started yet, and the other person is already planning. This way, you're asking the other person to indicate the next steps themselves. He'll be less inclined to stand you up.

If you've aroused enough interest during this first meeting, you'll maximize your chances for the next one:

The reflex: With every interaction you have, systematically validate a next step, while sending the invitation in the prospect's agenda. Always.

And for that, don't hesitate to be proactive, to DIRECTIVE:

❌ "Is it still okay if we meet on the 9th? What time would you ideally be available?"

So I can confirm that we'll see you on video at 9am on the 9th. I'll send you the invitation."

If your prospect has a busy schedule (like everyone else in 2022), or seems a little shy, reassure them that they're not committing to anything.

❌ "Would you be available in two weeks?" ‍

✅ "I propose a progress update in two weeks' time. Just so we don't forget, I'll note it in our calendars. Feel free to modulate this article if you're ultimately unavailable."

The commitment is minimal for the person you're talking to, and you move on to the next step.

Always take the time you need to organize what comes next:

‍

2. No answer? Opt for transparency

Case 1: Your prospect takes a long time to reply, but answers anyway.

=> Play the emergency game. Blow out the embers before they go out!

"You told me the next month was going to be very busy on your end, so I wanted to know where you stand so we can take advantage of your availability to move forward."

"Within a week, I will no longer be able to guarantee the offer I told you about".

If it's important, your prospect still has time. It's just a matter of priority. Be his priority. ‍

‍ 2ᵉcas: I haven't heard from her in a long time. Ouch. Now that sucks.

Don't waste time: Call him right away. Be transparent. Be direct: Shall we continue or not?

There's no point in going through the motions:

"Hello, I was coming back to you following our exchange last week. I've taken all the necessary steps on our side. We're all set. So I wanted to know if there was still interest on your side?" ‍

OK, you've reached his e-mail address. In that case, here's the procedure to follow to maximize your chances of a return :

1. Call him once, early in the morning.
2. Call back a second time => Leave a voice message.
   
3. SMS in the aftermath => "Can you call me back, please?"
4. Send an e-mail => "I've been trying to reach you."
   A short pause, then...
5. Call back at noon with another number (your own, a colleague's).
6. If it's really important, duplicate the process at the end of the day: call back twice.

‍ Walleye rule: Calls: always two! It gives a sense of urgency. No statistics on this, but it works extremely well!

Extend this process over a period of time that suits you. The important thing is to create a sense of urgency and multiply the channels. Still no response?

Perhaps your prospect is on vacation? Maybe something's happened to him? Even if these possibilities are plausible, stay away: It doesn't smell good. ‍

Don't worry about it. It's hard, but consider him dead. At least for now. That way, you can focus on the issues at hand. ‍

An infinite number of factors can influence your prospect's availability. There's nothing you can do about bad timing on their part. What you can do, however, is set reminder programs at regular intervals over a ten-day period.

You won't sign it this month, but if you stick around long enough, you'll surely get a return at some point.

3. Know when to let go

One of the few qualities you'll find in the best salespeople is that they know the difference between hopeless cases and golden opportunities. This is what makes them never waste their time. ‍

Yes, it's difficult. You fought tooth and nail to get this appointment. You've worked hard to make the best presentation possible, and this is the thanks you get. It's a tough game.

Don't worry, what's happening to you has also happened to all the best salespeople you know.

As with seduction, at this stage it's best to play your cards close to the vest. If your prospect is interested, he'll come back on his own when he needs you.

On your side, what will make the difference is your ability to bounce back quickly, and move on. Don't delay, and who knows, you might be called back in a month or two ;)

Conclusion

Selling is like music: learn to play the right notes at the right time. If your prospect doesn't respond, give it a try, for a short hour. If that doesn't work, schedule regular, but infrequent, soft follow-ups. Now we look to the future. Next!‍

You have other reasons to worry. ‍

Better,

‍