There’s one common mistake many small business owners make on their sales journey.
They don’t follow-up effectively.
A sales follow-up is when you stay in touch with a potential customer after your first interaction with the ultimate goal of closing the sale.
Did you know that by following up with your new business leads, you could boost your profits by a whopping 70%? (It’s a little known fact, that on average, only 2% of sales occur at the first meeting.)
That’s the magic of the follow-up. It’s more than just a reminder; it signals your dedication, professionalism, and eagerness to build a lasting relationship.
Let’s dig deeper into why following up is so important.
The Importance Of The Follow-Up 
Here are six key reasons you should always follow up with prospects:
Showcases Your Professionalism – When you follow up swiftly after a meeting, it’s like saying, “I really value you and your business.” It displays your professionalism and attention to detail, which create a powerful impression.
Reinforces Your Dedication – Following up is a fantastic way to underline your dedication to your client’s needs and objectives. It’s a trust-building exercise that reassures them of your attentiveness and responsiveness throughout the sales journey.
Clears Up Doubts – Does your prospect have any lingering questions or objections? A follow-up chat lets you sort those out, clears up any confusion, and supplies any extra details your client might need to move forward.
Strengthens The Relationship – What better way to nurture a budding client relationship than with a follow-up? It’s a perfect opportunity to express gratitude for the meeting, showcase your enthusiasm, and continue building rapport. Personalised follow-ups can leave a great lasting impression.
Stay Front Of Mind – Following up ensures you stay on your prospect’s radar. Especially in competitive scenarios, where clients may be exploring other options, a timely and considerate follow-up can make you stand out from the crowd.
Move The Process Forward – Following up lets you discuss the next steps, arrange subsequent meetings or presentations, and maintain momentum towards a final decision.
Remember, follow-ups aren’t just about checking in but about making connections and building trust.
By ensuring you’re always in contact, you’re positioning yourself right where you need to be when your prospect is ready to move forward.
How To Follow-Up Effectively
Let’s look at some crucial factors that make up an effective follow-up:
Timing – It’s crucial to strike while the iron is hot! Contact your prospect while your meeting and unique offerings are still fresh in their mind. I suggest following up within 24 hours of your initial interaction.
Frequency – Did you know that 60% of customers say no four times before saying yes, whereas 48% of salespeople never even make a single follow-up attempt? Don’t be one of them! Persistence pays off, so make sure to follow up multiple times. You’ll be amazed at the results.
Communication – Keep your message personalised, concise, and relevant to your previous conversation when following up. It’s also good to ask your prospect about their preferred communication method to ensure you’re on the same page.
Schedule Everything – One effective approach I’ve found is scheduling meetings with ALL decision-makers involved. Having these appointments in your calendar significantly increases your chances of success.
Follow the “MMFISH” Idea– My old business coach once told me, “Whenever you meet a new prospect or a client, imagine they have a post-it note on their forehead with “MMFISH” written on it. When I asked him what he meant, he explained… he said, “It stands for Make Me Feel Important, Safe and Happy… after all, that’s what we all want, right?!” Active listening and asking the right questions are just as crucial as saying the right things. Give them your full attention.
Preparation – Always be prepared for each follow-up. Your prospect should feel reassured that you remember the details of your previous conversation and that they’re your top priority.
Define Next Steps – Conclude each conversation by clearly defining the next steps. This eliminates any confusion about timelines and sets expectations with your prospect.
Be Confident – Approach every follow-up with confidence, knowing that you’re offering something valuable to your prospect. Remember, you’re there to serve them, not annoy them.
Let me share a success story about a friend of mine, PJ, who runs a business called UK Connect. PJ managed to multiply his turnover by 20 times. He went from £120,000 to £2.2 million in turnover and from 3 to 23 staff members, all because he started following up more diligently with his prospects. Now, his business can run without him, and he’s even started another venture. Amazing, right?
In summary, a well-executed follow-up reinforces your professionalism, builds trust, addresses concerns, nurtures relationships, and propels the sales process forward. It’s a critical step in turning potential clients into long-term partners.
Make it a priority, and remember to share your success stories with me. I’d love to hear about your achievements.
If you are looking to skyrocket your sales, schedule a complimentary 30-minute business profit growth session with me HERE.
