In today’s fast-paced business environment, getting a potential customer to pick up the phone is more challenging than ever.
During my discussions with multiple clients, one challenge they always share with me is – “Despite making a strong initial connection, many sales professionals find themselves hitting a wall when trying to follow up”.
The frustration is real: you’ve had a great introductory call, the lead seemed interested, but now they’re not picking up.
What’s going wrong?
Let’s explore the reasons and uncover some best practices for follow-up calls that successful sales professionals follow
The Reasons Why Customers Are Not Picking Up Your Calls
1. Lack of Time and Call Screening
- Busy Schedules: Decision-makers are often overwhelmed with calls, meetings, and emails, making it difficult for them to prioritize follow-up calls
- Call Screening Tools: Many professionals use screening tools or assistants to filter out non-essential calls, causing your follow-up calls to go unanswered.
2. Email Overload
- Overflowing Inboxes: Important follow-up emails may get lost in a cluttered inbox, leading to missed opportunities for further engagement
3. Poor Timing
- Inconvenient Call Times: Calling at times when the prospect is likely to be busy or unavailable (early mornings, late afternoons, or during lunch breaks) can result in missed connections.
- Lack of Scheduling Follow-ups: Not setting a specific follow-up time with the prospect during the initial call can lead to calls being missed or deprioritized.
4. Lack of Immediate Value
Irrelevant Messages: If the follow-up does not present immediate value or address the lead’s specific needs, it is likely to be ignored.
Generic Follow-Ups: Sending generic follow-up messages that do not reference the initial conversation can make the prospect feel unimportant.
5. Too Much / Less Follow-Ups
Too Frequent: Overwhelming the prospect with too many calls or emails can be off-putting and lead to avoidance.
Too Infrequent: Not following up often enough can result in the prospect forgetting about the initial conversation
6. Single -Channel Approach
Limited Communication Channels: Relying solely on phone calls without utilizing other channels (emails, LinkedIn messages) can reduce the chances of reconnecting.
7. Lack of Immediate Value
If your follow-up doesn’t immediately present value or address the customer’s needs, it’s likely to be deprioritized or ignored.
8. Internal Factors
Change in Priorities: The prospect’s priorities may have shifted, and your solution is no longer a focus.
Internal Discussions: The prospect may be waiting for internal discussions or approvals before moving forward.
9. Competition
Considering Alternatives: The prospect might be exploring other solutions and vendors, leading to delays in follow-ups with you.
10. Lost Interest
Initial Excitement Wore Off: The initial interest may have waned, especially if the follow-up did not reignite the prospect’s excitement about the solution.
Perceived Lack of Urgency: The prospect might not see the urgency in solving the problem your solution addresses.
11. Misalignment
Misunderstanding Needs: The initial call may not have fully aligned with the prospect’s needs, leading to reduced interest in your follow-ups.
Disconnect with Decision Makers: The initial contact might not have the decision-making power, causing delays in further engagement.
The Solution: Best Practices for Effective Follow-Up Calls
Great sales professionals understand that successful follow-up calls require a strategic approach.
Here are some best practices to improve your follow-up game:
1. Personalization is Key
Tailored Messages: Refer to specifics from your initial conversation. Mentioning details shows that you’ve been listening and genuinely understand their needs.
Custom Subject Lines: In emails, use compelling subject lines like – “Ref to our previous conversation” that reference your previous discussion or a unique value proposition.
2. Optimal Timing
Timing Matters: Research suggests the best times to call are mid-morning (10-11 AM) and mid-afternoon (2-3 PM). Avoid calling first thing in the morning or late in the day.
Gaps Between Follow-ups: Don’t overwhelm the prospects with daily calls and emails. A strategic pattern like giving 2-3 days gap between each calls and emails should be followed.
The seller also needs to maintain her self-esteem. The customer respects busy (but professional) sales people who are knowledgeable, resourceful and deliver what they commit.
3. Multi-Channel Approach
Combine Calls with Emails: A well-crafted email can set the stage for a follow-up call. Ensure your email is concise and includes a clear call-to-action.
Leverage LinkedIn: Connect with your lead on LinkedIn, engage with their content, and send a follow-up message through the platform. It adds a layer of professional context to your approach.
Leverage emails with “Reply to All”: A professional follow up email which is “reply to all” is required at times to ensure a revert from your customer contact.
4. Value-Driven Communication
Offer Value in Every Interaction: Share insights, relevant articles, or case studies that can help solve their problems. Show that you’re invested in their success.
Ask for Feedback: Instead of a hard sell, seek their feedback or opinion on a related topic. It opens up a conversation and shows that you value their perspective.
5. Being Persistence not Pushy
Polite Persistence: It’s a fine line between being persistent and being pushy. Keep your tone polite and professional, and always respect their time.
Set Follow-Up Expectations: At the end of each call or email, clearly state when you’ll follow up next and stick to it. It demonstrates reliability and respect for their schedule.
6. Make Use of CRM Tools
Track Interactions: Use your CRM to keep detailed notes on each interaction. Knowing the history of your conversations helps tailor your follow-ups and keeps you organized.
Automated Reminders: Set reminders for follow-ups to ensure no lead falls through the cracks.
7. Effective Call Preparation
Research Your Contact: Before making a follow-up call, review your notes from the initial conversation, and check their LinkedIn profile for any updates or recent activities.
Prepare Your Pitch: Have a clear and concise pitch ready that addresses their specific needs and highlights the value your solution brings
8. Addressing Objections Proactively
Identify Potential Objections: Anticipate possible objections and prepare responses in advance. This shows that you understand their concerns and are ready to address them.
Practice Objection Handling: Role-play common objections in your mind (or with a colleague) to refine your responses and build confidence. Every objection can be an opportunity to further establish your credibility, provided you respond effectively.
As a leading sales training company, we enable sales reps to effectively handle objections and win customer’s trust.
9. Handling Competition
Differentiate Your Solution: Clearly articulate what sets your solution apart from competitors. Highlight unique features, benefits, and success stories.
Understand the Competitive Landscape: Stay informed about your competitors’ offerings and strategies to better position your solution.
Co-creating ROI: Great Sales professionals co-create the ROI of their solution along with their customers. This clearly differentiates their solution or helps the seller lose-fast the opportunity which is not creating a clear ROI for the customer.
10. Reigniting Interest
Re-engage with New Insights: Share new insights or developments related to their industry or business that might reignite their interest.
Highlight Urgency: If there’s a time-sensitive aspect to your solution or their problem, make sure to emphasize this to create a sense of urgency.
Wrapping Up
In B2B sales, follow-up calls are an art form that requires strategy, patience, and persistence.
By personalizing your approach, timing your calls effectively, using multiple channels, providing value, and leveraging CRM/tech tools, you can significantly improve your chances of getting those crucial follow-ups answered.
Remember, the goal is to build a relationship, not just make a sale.
Keep the customer’s needs at the forefront of your follow-up strategy, and success will follow.
