Sometimes “touching base” can be the same as cold calling – no one wants to do it. The problem is when you’ve got to have a conversation with someone; you need to have something to talk about. The follow up can be filled with educational
9 times out of 10 the sales person will be stuck with the reasons behind why they just made that call, what was the value of the call and why they feel so awkward right now. Understand from the early stages that all follow up calls need to to be of value to the customer.
Firstly, ask questions on the follow up and see where the customer stands – are they still sceptical about your claims? Still not sure they want to commit to the move? Need to understand the product more.
Once you’ve understood these problems you’ll have the option to choose from the 5 alternatives to the generic follow up.
#1 New Insights or Value Research
If you’ve just got a white paper or new research information then be sure to contact the customer and let them know. This can be a simple email shot with the link, give them a week or so to check it out and then you’ve got another reason for your follow up call – explaining data, aligning with their company goals etc.
Even if it’s an exclusive eBook, give it away for free – build that trust and relationship on every interaction.
#2 Explaining Product Further
Sometimes the biggest distraction in the sales decision is the inability to fully understand the product or sales pitch. This will play on the mind of the customer; it’ll also emphasis the negatives as to why they shouldn’t go ahead.
If something is complex to fully understand, you then have to wonder how likely is it to make life easier for you?
Get in touch, ask your questions and see if the actual problem and general hurdle for this sales cycle is the lack of information or poor understanding. (Consult with your IT team; the problem may be on the website too!).
#3 Adding Company Value
One of the basics of a good sale is that you add value for the customer; but a great sale involves adding value time and time again. Research into the Customers Company and when you get in touch, remind them how you’re going to exponentially increase ease of business for them – how, where, when and how.
A lot of the time the customers will already be aware of what you can offer, however if you can focus on a goal or target for the company you can begin to paint them a picture of how they’ll succeed.
#4 New Offer
If everything points to the deal being qualified but the customer just not moving forward then it could be time to give them a unique offer.
To provoke a reaction you sometimes need to offer a time constrained offer, if you’re checking in to give the customer a deal before the general public get it, surely that’s the perfect way to build a relationship and trust?
The exclusivity of the offer, deal or feature will be enough for the customer, even if they don’t go ahead with the deal, to appreciate that you’re thinking of them.
#5 Scenario X Equals Result Y
Some companies are affected by new laws, the economy, daily news and so on. Generally speaking most sales professionals will have list of accounts that are presented as either the most lucrative or are furthest into the buying decision.
Get smart and set up a Google Alerts for the each account, track the following:
– Company Owner
– Company Name
– Company Rivals
As soon as any game changing information comes through, you’ve got a reason to get in touch. From here you can do any of the following tips above and each and every time you’re adding real and genuine value for the customer.
Conclusion
Even if you decide to ignore everything on this blog, just remember one thing; always be adding value. The customer is far less likely to commit to anything nowadays and in order to not be considered the pushy sales person you need to consider everything about the customer.
Limit the me, I and we when in conversation and focus on the ‘you’.
