Only 2% of deals are closed in the first sales meeting. In fact most sales transactions require more than 5 follow up emails to get closer to a good next step. And only 8% of the sales persons get to that stage. These were the results of a study published by Marketing Donut.
Of course, there has been much written about the need to systematically follow up, don’t accept know NO for an answer, and try to personalize, personalize, personalize!
But despite all of the available tips and tricks about testing different subject lines, advice on style of writing, length of emails etc., we think the underlying challenge is something different. Sales persons, frankly, just run out of personalized material to share in their sales follow up emails. Instead, they fall back to “just checking in”, or “just wanted to share an update that…”.
Sending multiple sales follow up emails does result in you being top of inbox. So it’s a great strategy to implement. But whether you like it or not, that strategy is also being used by everyone else. It’s becoming easier by the day too – marketing automation tools send emails automatically on the sales persons behalf. So at best, when the right moment comes, the buyer may remember you and include you in their shortlist, as they begin to seriously assess who to select.
Unless…you have done something different with your sales follow up emails and have succeeded in building a trust connection. One way to do that is to include meaningful content in your sales follow up emails.
How to include meaningful content in sales follow up emails
Meaningful content is something that shows the customers that you are not just sending them content that you send to everyone else.
Everyone sends product updates, latest corporate announcements, and so on. That content is focused on the seller. However, the important thing to do is to reflect those developments in terms of how they apply to your prospect. That’s perhaps easy to do with the first sales follow up email when you refer to your in-person interactions and position your product.
But with the second email or phone call onward, its not easy to write something meaningful except the good old “I’m checking in to see if now is a good time to reconnect…”.
Instead, what if you could say “I have an update on this specific goal of yours that we discussed in our meeting…”? That would surely be far more interesting to the prospect, and more likely to elicit a response.
That kind of sales follow up is possible only if you have discussed customer goals in the meeting. But that doesn’t happen too often. Most of the times, we are just keen to share how great our product or service is without getting to what the customer could actually be struggling with.
We know how difficult it is to not jump into a “product first” presentation. After all, you don’t fully know what the customers problems are, and the customer is hesitant to share them without knowing more about you first. So it makes sense to build credibility right off the bat, and do your pitch.
That’s where a thoughtfully crafted interactive assessment comes in.
How to use interactive assessments to meaningfully enable your sales follow up
Most sellers know who their buyers are, and what their general pain points are. So an interactive assessment that starts with validating those pain areas can begin the interaction on the right foot. Here’s how such an approach can be implemented:
- A series of questions you ask related to the subject matter of the sales call. Whether is coaching, business services, management consulting, or IT services.
- The responses to those questions feed into a benchmarking model that also shows how the prospect compares to their peer group.
- Then the planned sales pitch – product overview and presentation of credentials in the form of one or more case studies
- Finally, using the benchmark model to engage in a discussion of where the prospect would like to see themselves in the short term, and what some of those goals could be.
- Gauge the prospects propensity to engage (budget, dependencies etc.), and close.
Note that steps 3 and 5 are already executed by most sales persons. Its steps 1, 2 and 4 that are often unable to be carried out, or carried out as a conversation to learn more about each other.
What we are doing with Evalinator is to help you formalize those icebreaker and exploratory conversations into an actionable model.
This model then leads to informed sales follow up communications. And as you update the model with conversations with other prospects, the data set becomes richer, and you are then able to engage with meaningful statistics and insights.
If this approach sounds even remotely reasonable to you, then there is nothing better than testing it out! Get started for free and craft your first assessment. We are here to help you be successful.