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Effective Follow-Up Strategies
By Paul Kirch
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Paul Kirch, PRC is the founder of Actus Sales Intelligence, a firm created in 2009 to help the marketing research professionals achieve sales success through relationship building and strategies which create loyalty and trust.
Paul Kirch, PRC
CEO of Actus Sales Intelligence
Actus is a Latin word meaning perfection, determination and complement. These are the words that make up the foundation of the brand Actus Sales
Intelligence.
Paul has a diverse background stemming from more than 25 years of professional experience. His early years were spent in operational roles at the world famous Gallup Organization, where he spent 10 years working with some of the largest companies in the world. In 2000, he took his first sales position, which opened his eyes to a new world of opportunities. This led on a journey of learning and development, which has benefited him since his first sales call. In 2009, after serving in a successful sales leadership role, he knew his next chapter would help him impact the lives of others through his own brand, called Actus Sales Intelligence, where the motto is “Sell Smarter.”
Effective Follow-Up Strategies
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Can YouHearMe?
Following up on leads can be an extremely frustrating process.
Prospecting and Lead Development at Events
Prospecting Takes Time
Consistency is Strategy
Prospecting and Lead Development at Events
They ToldMe to Call
They Said They Had
Work for Me
They Won’tTake My
Calls
They Said They Were A
Decision Maker
They Ignore My Emails
They Aren’tA Sole
Decision Maker
Happy WithCurrentSupplier
A Waste ofMy Time?
They Seemed Excited
Follow-UpFrustratio
nWheel
Effective Follow-Up Strategies
Lead Nurturing Leads to
WWorking the Room
Lead nurturing should focus on driving engagement. Follow-up, engage and you can celebrate your WINS!
IInitiate
Conversations
NNext-Step Strategy
SSelfless
Approach
Effective Follow-Up Strategies
http://goo.gl/BaFcWV
Avoid the Bogies
egularity
equencing
ersistence
ctions
Effective Follow-Up Strategies
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Persistence is Not Annoyance if
Value Is the Focus
Why Your Offerings?
A Lack of Response is Not a Lack of Interest
It’s About Them
It’s Less About Your Needs
Stay Top-of-mind
Who Are They Thinking Of?
Earn Their Trust
Become a Resource
Effective Follow-Up Strategies
Watch on YouTube at https://youtu.be/y5rReL-DSfk
The Key to Follow-Up
A Lack of
Response
DOES NOT EQUAL
A Lack of Interest
Effective Follow-Up Strategies
Watch on YouTube at https://youtu.be/y5rReL-DSfk
How Often Do You Follow Up?1
Are You Consistent?2
What Methods Do You Avoid?3
What Assumptions are You Making?
4
Look at Your
Approach
Are You Only Picking Low-hanging Fruit?
5Effective Follow-Up Strategies
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Persistence
Effective Follow-Up Strategies
Most Sales People Follow-Up Too Infrequently
2% of sales are made on the 1st contact3% of sales are made on the 2nd contact5% of sales are made on the 3rd contact10% of sales are made on the 4th contact80% of sales are made on the 5th-12th contactSource: National Sales Executive Association Sales Executive Association
Reality Check8-10 Solid Efforts is the Minimum for Maximum Conversion
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Why Persistence is Vital
Effective Follow-Up Strategies
• Do you believe you can help them?
• Your Competitors are Following Up
• You Can’t Win if They Don’t Think of You
• Waiting for Your Phone to Ring Will Not Drive Sales
• Often Sales is Timing
• Your Value Must Be Shown
• Forgotten Efforts are Truly Wasted Efforts
Until You Are A Priority, You Are
Not!
Watch on YouTube at https://youtu.be/y5rReL-DSfk
1 Do You Smile and Dial?The Telephone is Still the Number One Sales Tool
2 Email?Today’s Version of Junkmail?
3
NewslettersValue-driven Messaging Opportunities4
Social Media EngagementEngagement or Introduction?
5
Direct Mail?Cost Issues and False Perceptions Limit Use
Effective Follow-Up Strategies
What Methods Do You Use?
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Their Contact Preference
Effective Follow-Up Strategies
Is Often the One they Can Run from
Fastest!
As You Respect their Request, Does Your Competitor Win the
Race?
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Effective Follow-Up Strategies
Tools that Work
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Voicemail or Not?
Effective Follow-Up Strategies
The True Purpose of
Voicemail
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Voicemail or Not?
Effective Follow-Up Strategies
The True Purpose of
VoicemailIt’s the Ultimate Top-of-Mind Awareness Tool!
A Returned Voicemail Should Be a Goal, Not an Expectation
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Effective Follow-Up Strategies
Voicemail or Not?
http://vcita.com
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Effective Follow-Up Strategies
Creative Outreach
http://goo.gl/surSLz
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Effective Follow-Up Strategies
Stand OutWatch on YouTube at https://youtu.be/y5rReL-DSfk
Are You Consistent?1
Do You Follow a Strategic Plan?2
Are You Tracking Conversions?3
Are You Memorable?4
What Next? 5
Effective Follow-Up Strategies
How Frequently
Do You Reach Out?
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Regularity/Frequency
Effective Follow-Up Strategies
Determined by:
•Comfort Level
•Manageable Volume
•Warmth of Lead
•Their Knowledge of You (are you known)?
•Their Expressed Interest
•Tools for Managing Process
•Metrics Developed Over Time
Metrics Can Be Proven Over a Period of TimeMetric Tracking Can Directly Determine Sales Targeting
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Frequency Concepts
Effective Follow-Up Strategies
Remember 8-10 Attempts is Recommended for Maximum Impact
Warm Leads (Expressed Interest)Example of Follow-Up
Cold Leads Example of Follow-Up
• Initial Phone Call (Leave Voicemail)
• Follow Up With Email In 1 to 2 Days (Reference Topic)
• In 3 Business Days, Call Again (Voicemail Recommended)
• In 1 Week, Reach Out Again (By Phone – Voicemail Optional)
• At This Point, Follow Up with Email Immediately, Letting Them Know You’ll
Follow Up Again If They Don’t Call Back or Respond
• Schedule Next Telephone Attempt Two Weeks From That Date
• Next Call Attempt Should Be No More Than One Month Out (Voicemail)
• During This Time, Leverage Marketing Email, Direct Mail or Newsletter
• Next Attempts Are Determined By Capacity
Expressed Interest Requires Top-of-Mind Strategies to Ensure Engagement
• Initial Phone Call (Do Not Leave Voicemail)
• Follow Up With Introductory Email Immediately
• In 3 Business Days, Call Again (Voicemail, Referencing Email)
• Leverage Marketing Email, Direct Mail or Newsletter
• In 1 Week, Call With Specific Call to Action (Voicemail Optional)
• In 1 to 2 Days - Send Email Referencing “Why” You Want to Schedule
(Referencing What You Know About Their Business and Whey You Provide
Value Can Help)
• In Two Weeks Call Again (Voicemail Must Be Focused on Call-to-Action)
• At This Point, Leverage Email Sequence or Direct Mail Campaign
• Continue Calling, Depending on Capacity (Next Call Two Weeks from
Previous)
Cold Leads Require Strong Call-to-Action and Research-Based Messaging (What You’ve Learned About Them and Why They “Need” Your Services)
Voicemail is used for top-of-mind awareness. Message must be relevant and call-to-action based.
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Scheduling
Effective Follow-Up Strategies
Determined by:
•Potential Opportunity (Size, Synergy, Service Needs)
•Available Time for Prospecting (Seller-Doer VS Dedicated Sales
Role)
•Comfort Level
•Sales Targets
•Your Value Messaging (Reasons to Call)
•Marketing Support Available
•Lead Sources Available
Leverage Next-Step Strategies with All Efforts
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Follow-Up Sequencing
Effective Follow-Up Strategies
Often Driven by Marketing Efforts, Follow-Up Sequencing Can Be Automated
For Non-Responsive Prospects.
•Triggered By Event(s) (RFI)
•Sales Milestones (X # of Non-Response Attempts)
•Promotion and Marketing Initiatives
•Permission Based VS Non-Permission
•Parallel to Other Sales Activity (Support Activity VS Stand-Alone Campaign)
Sequencing Can Help You Reach New Sales Levels
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Example Sequence
Effective Follow-Up Strategies
Sales Support SequencingMethod Approach Content
Email 1 Engage and Provide Information A Thank You for Opting In With An Information Based Message (Why Your Firm Is A Perfect
Partner)
Email 2 Provide Educational Content A White Paper or Some “Value-based” Message
Phone Trigger Phone Call Through CRM or Other System
Reference Above Correspondence – Measure Interest Level
Email 3 Invitation for Event Webinar or Online Demonstration
Direct Mail Top-of-Mind Awareness Send Marketing Piece by Mail to Support Activities
Email 4 Engagement Allow Them to Get to Know You
Email 5 Content Marketing Article or Other Informational Content (Video, Audio, etc)
Phone Value-based Call Reference Above Correspondence or Other Relevant Content
Newsletter Value-based Messaging + Get to Know Your Firm Provide Actionable Content to Help Them See Value
Sequencing Can Continue in Perpetuity or Have a Fixed End-Date.Tools – Aweber.com, Salesforce.com, etc.
Learn to Write Email Sequences:
http://autorespondermadness.com/
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Want More? Contact me at [email protected] to receive updates.
Paul Kirch, PRC
CEO of Actus Sales Intelligence
Effective Follow-Up Strategies
The Ultimate Follow-Up Guide - Coming Soon
Book | Training Program
Watch on YouTube at https://youtu.be/y5rReL-DSfk
Contact Us
Actus Sales [email protected]://actussales.comToll free: (844) 222-8876
Effective Follow-Up Strategies
Watch on YouTube at https://youtu.be/y5rReL-DSfk