Consult Carson 5/1: “How do I follow up with my sales prospects without losing them?”

From today’s mailbag: “I can get the meeting and present my product, but I lose them after that. What is a good follow up process?”

Carson: Ah, yes… the disappearing act dance that many of our prospects engage in. We have success in setting the meeting, make an effective presentation, they commit to thinking about it, talking about it, investigating it, etc. and then we wait. And wait. And sometimes wait a little more.

It helps to realize that our customers DO actually have a lot of other stuff on their plate like, you know, running their business. But we also want to make sure they are thinking about us, right? So how much is too much?

The follow up process is – like anything – a delicate one. Upon the meeting’s conclusion, send a quick note or e-mail simply thanking the customer for their time along with any items you promised to send during the meeting that you have on hand along with any additional questions that may have arisen in the interim. Next, go to work on any additional commitments you made in the meeting.

All the while, be cognoscente that this is a numbers’ game; I’ve seen far too many people throw far too much of their time “chasing whales” or devoted to a few customers to their detriment; they chase big whales they often don’t catch while several very hearty fish swim away.

Keep tabs on your CRM or make a spreadsheet of who you are working with, what you are working on and when you last made contact. Keep things simple, give them breathing room but don’t let too much time elapse between contacts and focus on the language.

As with anything in selling, stay unique! Avoid the pitfalls of the typical language that befalls most salespeople; remember that customers have figured out the process of the average salesperson so you have to evolve here. Don’t say I’m “checking in” or “following up” or anything clich��. Keep it to the point, draw up something relevant from your conversation and keep closing the sale.

“Mr./Mrs. Customer: Good morning/afternoon! It is my hope this note finds you well. The intent of my note is to ensure I am operating on your timetable.” At this point, depending on what you are selling, it helps to reference past conversations – for instance, if they initially said they would be purchasing around now, and any steps you would need to take prior to making the transaction that have not yet been made. “Please let me know how I may be of further service!” Remember, your sales is a service and your role is supporting them. Take that tone in everything you say and do and you will not come off salesy.

It is another issue entirely when you have politely followed up multiple times for weeks, at once per week or biweekly intervals and you continue to hear crickets. Frankly, I have a “flash it or flush it” policy; if you are spending too much time chasing someone who isn’t responsive and is taking time away from obtaining new quality leads, it’s time to get a definitive answer! “Mr./Mrs. Customer: Good morning/afternoon! It is my hope this note finds you well. The intent of the correspondence is to gauge the status of your needs and ensure I am operating on your timetable. Your inventory/current slot (if you are scheduling something for them)/ current whatever you can come up with that is pertinent to what you sell) is on hold for you pending your decision and I am working to line up the necessary resources to fulfill your order. Please let me know how you wish to proceed, so I may coordinate appropriately. Much appreciated!”

If you show them they have skin in the game and that resources are aligned for them, it’s like forcing a commitment on an unsuspecting, unwilling romantic partner. This will often force a response. Let’s face it, a lot of customers don’t want to be the bearer of bad news. They don’t want to break up with you. So, if you still do not get a response from that last contact, let it go.

I’ve found success by finding ways to continue to at least stay in touch, like newsletters and events – things that continue to soft sell you and keep you in their consciousness. When they are ready, they will reach out – don’t worry! You cannot win them all, but knowing how and when to follow up and when to cut bait is winning in itself.

Happy selling!

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Carson V. Heady posts for “Consult Carson” serving as the “Dear Abby” of sales and sales leadership. You may post any question that puzzles you regarding sales and sales leadership careers: interviewing, the sales process, advancing and achieving. You will also be directly contributing to his third book, “A Salesman Forever.”

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Carson V. Heady has written a book entitled “Birth of a Salesman” that has a unique spin that shows you proven sales principles designed to birth in you the top producer you were born to be.

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