Jan 31 2008
Follow Up “Touches” For Sales Pros to Build Trust and Win Business
The JF Guest Author Spot
Many of us are guilty of it. We are not following up with people we meet. We’re not following up with potential referral partners, and prospective “someday” customers. Some of us are not even following up with the more “probable” prospective customers who are likely to do business with us soon.
We are leaving money on the table, every day.
Why? Well for starters, we are bombarded by email messages. Often we read a message but may not reply immediately. There are great intentions to reply soon, until soon becomes later, and some of us believe that by then, it is too late.
When I was in technology sales way back in the ’80s, it was commonly told by sales trainers everywhere that it took “7-10 touches” before we build trust with a prospective customer in a complex sale for them to buy. “Touches” include phone calls, e-mails, handwritten notes, letters, in-person meetings and teleconferences.
The last statistics I saw were from 2001 in a Microsoft presentation that it now takes approximately “17-20 touches” due to the way we are all bombarded with information. We are in an age of info-glut. One can be connected virtually many different ways, and can receive literally hundreds of emails daily. How we handle these communications - especially with our valued, dear prospective clients is where all of us need to take some stock and evaluate.
Touching (following up) with prospective customers, vendors, co-workers and referral partners will cause people to know that you are a “big picture” thinker, willing to build a relationship over time, thoughtful, disciplined, and trustworthy.
Do you have a process for going through your email, and noting customer requests and items to follow up on?
Do you return emails? I had a business associate who was a former co-worker and I invited he and six others to a luncheon. He never replied, even after I phoned once and emailed three times. Finally, the day of the event, he replied and told me he has been in “workaholic mode” - (whatever that is). I work a lot, but I value the people who contact me and strive to follow up with each of them.
In an effort to help create more follow through in our business lives, I’d like to recommend the following:
1. Write five hand-written notes each week. Do it on the plane, in front of the TV, or during your tea or coffee break. Just do it. You will be absolutely amazed at how putting this one habit in place and regularly honoring this time will pay-off big.
2. Respond to all emails within 24 hours - even to say that you’ll need more time. Help encourage others to do the same.
3. Keep a running “to do” list which includes emails and phone calls that need to be made. I use a pen and notebook when away from my laptop…. If you have perfected the use of a Blackberry, Trio, or iPhone, make your notes there.
4. Follow up with prospective clients through a multi-faceted approach - not JUST emails, or just phone calls. People respond differently through different mediums.
5. Some people will reply quicker through email, others by phone - in addition to using a multi-faceted approach, know which approach works best with each contact.
6. Automate your efforts - try Sales 2.0 tools to help you get this done.
7. Know that it is almost never too late to follow up - even with lost business.
8. Create your own metrics. Count up how many times you “touch” prospective clients and whether you are more focused with electronic means, or the phone, or in person.
9. If you have an important contact to make, send an email, then make a phone call. For some people, an email is not enough - but that phone call saying you left the email nearly always will get a response.
10. Have fun with this. Selling should be fun - mix things up, follow up at different times, and have a smile on your face when you’re leaving a voice mail message, because people can hear it through the phone.
Lori Richardson is a B2B sales coach, consultant, trainer and speaker based in Seattle, Washington. She focuses on helping sales teams and sales leaders with just-in-time, targeted strategies to build sales and sustainable revenues. Lori began in selling technology nearly 20 years ago, and has been successful in roles as sales leader as well as Director of Education for a financial services company. In addition to her day job, Lori works energetically as a fundraising auctioneer to help professional associations and non-profits raise funds.
www.scoremoresales.com Blogs : http://scoremoresales.com/blogs
Lori is also a very influential member of the Top Sales Experts team and you can read more about her here
Today’s News: This week, I have received several enquiries from authors or publicists asking how they can have their articles considered for inclusion on Top 10 Sales Articles. The simple answer is that the panel of sales experts choose the nominations from a very small number of communities who specialise in sales related issues. Why just this very select group? One word - trust. We have an excellent relationship with the CEO at each of these locations, they support us and we also know that the very best authors only submit their work to them.
The current list is as follows:
o Best Management Articles
o BYOB
o Eyes On Sales
o Ezine Articles
o Sales Gravy
o Sales Resources
o Salesopedia
o The Sideroad
Incidentally, Salesopedia and Sales Resources have just completed makeovers this week - Clayton and Brian, great job guys!
