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Special Report:The Perfect Follow Up Call Tips, Techniques and Strategies on How to Make the Ultimate Follow Up CallBy Jim Domanski

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REPORTThe Top 10 Voice Mail Blunders

8 Essential Tips on How to Make a Perfect Follow Up Call In many ways, a follow up call to a prospect is more challenging than a cold call. Typically, it’s the follow up call that really gets the sales cycling rolling. It’s here where value truly begins to manifest itself. It’s here where substantive information is gathered; and it’s here where the relationship begins to establish itself. So that’s why it is vital to have a superb follow up strategies and tactics so that you can make the most of the moment. Here are eight tips to making a perfect follow up call.

Tip #1: Get commitment for the follow up

Perhaps the single biggest mistake reps make is not establishing a specific date and time for the follow up call at the end of their initial call.

Vague commitments from the prospects (“call me next week”) or the sales rep (“I’ll send the proposal and follow up in a couple of days”) result in missed calls, voice mail messages and ultimately a longer sales cycle. All you need to do is

simply ask for a follow up date and time. For instance:

“I’ll be glad to write up the proposal (quote, whatever) and e-mail it to you. And what I would like to recommend is that we set up Tuesday, the 16th, at say, 8:45 to review it in detail and determine the next steps if any. How does that sound?”

If this is not a good time, recommend another time. If that doesn’t work, get them to establish a time and date. Creating a deadline is a simple but extremely powerful tactic. Use it.

Tip #2: Build equity and be remembered

Here’s another huge tip. After every call to a first time prospect, send a thank you card. Handwrite a message on small thank you card that simply says,

“John, thank you for taking the time speaking with me today. I look forward to chatting with you further on the 16th! Kind regards. . .”

No more, no less. In today’s fast paced world, a hand written card tells the client that you took the time and the effort to do something a little different. At some level, this

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The Top 8 Blunders Tele-Sales Managers and Executive Make __________________________

registers in the client’s mind and creates a degree of “equity” in you. It differentiates you and it gets remembered. And it gives the client a reason to be there when you make you follow up call. If you don’t think a card will get there in time, send an e-mail with the same note. Just be aware that an e-mail does not have nearly the same impact as a handwritten note.

(See Page 5 for more information on how to use notes in your follow up process)

Tip #3: E-mail a reminder and an agenda

The day before your follow up call, send an e-mail to your prospect to remind them of your appointment.

In the subject line, enter the word: “John, Telephone appointment for August16th and article of interest.” Note that the subject line acts as a reminder but it is vague enough that the prospect will probably open it. There is a hint that maybe the date and time has changed. Also, note the use of the prospect/clients first name in the subject line. This is vital, it not only catches John’s eye it increases the open and read rate. Your e-mail should confirm the date and time of the appointment and then briefly list your agenda:

“John, the call should only take 10 minutes. We’ll review the proposal and I’ll answer any questions. And then we’ll determine the next steps, if any.”

Notice how the words echo the words that were used when the follow up was initially set. In particular, notice the trigger phrase “. . .the next steps, if any.” The “if any” will help reduce some of the ‘stress’ or concern a first time prospect might have. Often they skip out on the follow up call because they are worried that they’ll have to make a commitment. This is natural and okay. If the prospect senses an easy, informal, no pressure type of phone call, he is more likely to show up on time for that call.

Tip #4: Add value in a PS

Notice in the subject line there is a reference to an article.

At the end of your e-mail add a P.S. that says,

“John, in the meantime, here’s an article I thought you might enjoy regarding. . .”

The article may be about your industry, the market, a product or better yet, something non-business related that you had discussed in your initial call. This creates tremendous value even it the client does not open it. Why? Because you took the time to do something extra. This helps get you remembered and gives the client yet another reason to take your follow up call. Of course, this means you have to do some homework. Start looking on the web for articles of interest and value relative to your market, industry etc.

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Keep a file of these articles because they can be used repeatedly.

Tip #5:Call on time

Don’t start your relationship on the wrong foot.

Call on time. Never, ever be late with your follow up call. Not even by a minute. The promptness and respect you show on a follow up call reflects on you, your company and your products.

Tip #6: Avoid opening statement blunders that most sales reps

make Here is where so many tele-sales reps stumble and fall. Here some of the classic follow up opening statements blunders:

“I was calling to follow up on the proposal.”

“I am calling to see if you had any questions.’

“I just wanted to make sure you got my e-mail.”

“The reason for my follow up was to see if you had come to decision.”

It is not that these opening statements are poor but rather it’s that they’re routine and commonplace. They do nothing to position you or differentiate

you. What this really means is that you are perceived as yet another run of the mill vendor looking for a sale. You need a little more pizzazz.

Tip #7: Build a follow up opening statement that gets through

the clutter. There are 4 simple steps to creating that pizzazz.

First, introduce yourself using your full name. Second, give your company name. Okay, so far it’s pretty obvious but Step #3 is where you differentiate yourself. Remind the client why you are calling; remind your client what prompted the follow up call in the first place. This means going back to your initial cold call and reminding the client of the “pain” or the “gain” that was discussed or hinted at in your previous call. For instance,

“Kathy, this is Michael Sterling calling from ABC Training. Kathy, when we spoke last week you had two concerns. First, you indicated that you were concerned about having your current on line training program renewed automatically before you had a chance to review it in detail, and second, that there were several modules whose content was questionable.”

Michael reminds Kathy why she agreed to this call. He does this because he


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knows that clients are busy; that they forget; or that the urgency of last week may not seem so urgent this week. So he scratches at the scab. Remind your client of the irritation and the move on to Step #4, the agenda:

“What I would like to recommend at this stage is two things. First, we review those modules that have you so concerned, and second, we’ll take a closer look at the current contract. Then we’ll determine the next steps, if applicable. How does that sound?”

Clients like a clear, concise agenda. They want a vendor who is organized and doesn’t waste their time. They want someone to takes control and move the call forward. This gives them confidence. Finally, notice how the rep repeats a theme that he established in the first call and in his follow up e-mail. He indicates that they will “determine the next steps if applicable.” It’s a nice touch and reduces client resistance.

Tip # 8: Be persistent, be polite, and be professional but not a pest

If you follow this formula, about 70% of the time the client is there.

But, that leaves 30% who are not for one reason or another. If the prospect is not there, leave a message so that he knows YOU called on time. Say,

“Hi Kathy, it’s ____ from ________ calling for our 8:45 appointment. Sounds like you

might be tied up for a few moments. I’ll call in 10 minutes if I haven’t heard from you. In the meantime, my number is ______”

Next, call in 10 minutes. Exactly. If the prospect is still not there leave another message:

“Hi Kathy, it’s ___ from ___, following up on our 8:45 appointment. Looks like you’re still tied up. Please give me a call when you’re free at ----- -----, otherwise I will call you later this morning or early this afternoon.”

So far, you’ve been persistent without being a pest. Now, give the prospect a chance to call. A good rule of thumb is a half a day. Four hours is plenty of time and space for the prospect to call you and more importantly, it doesn’t make you look desperate or annoying. Here’s what you can say,

“Kathy, it’s _____ from ________I called a couple of times today but as of yet we have not been able to connect. When we last spoke you where concerned about the contract expiry date and the content of some of the modules. I ‘m sure you don’t want that date to come and go. . .So, my number is _______.”

Notice how the reps reminds the client of the call but does not make her feel guilty or embarrassed by using the phrase “. . . but as of yet we have not been able to connect.” Also, notice that the rep reminds the client about their early talks and the “pain” the prospect was experiencing. In effect, he wants Kathy to think, “Oh. . . ya . . .that



contract is nagging me . . .I better get back to him.” If that doesn’t work make four more follow up calls but space them three business days apart. This shows persistence but the calls are spread far enough apart that the client doesn’t feel like she’s being stalked. If there’s no response by then, you probably won’t get one but at least you took a good stab at it. Summary Having solid follow up strategies and tactics will separate you from the dozens of other sales reps who calls the same prospects as you. This gives you a distinctive edge. Make the most of your follow up calls and watch your sales grow._______________________________

A Noteworthy Sales Strategy How to Use Notes to Follow Up, Build Value and Generate More Sales

How would you like a little something that would help set you apart from your competition? Something that gets you noticed? Something that gives you a distinct edge? Something simple, different and easy to implement that makes selling just a bit easier, faster and more effective?

The solution may be as simple and as powerful as a written note.

What is a Note?

A note is something tangible that you send to your prospects and customers that help keep your name in the forefront. A note could be a thank you card, a post card, a brief paragraph on a piece of stationary or even a simple Post-It note attached to a clipping or an article. For the most part, they tend to be hand written which tends to convey a personal touch.

The Power of NotesNotes may be old school but they are a rarity and that’s precisely what makes them so effective. In today’s busy, fast paced, technology oriented market a simple note says several things to your clients. It says that you took the time and effort to write. It says ‘this is important’ and that they (your clients) are important. Typically, notes evoke a “Wow” in the mind of the recipient that an e-mail will never, ever do.

Notes are classy little items. They distinguish you. They stand out. They get noticed. Because of their personal nature and because they have a tangible

quality, people have a tough time throwing them out. There seems to be something ‘rude’ about tossing a note – particularly a thank you card- into the garbage. So people tend to cling to them and when

they cling to them they are, in effect, clinging to you.

Consequently, notes are remembered. For instance, a handwritten thank you note that comes in a handwritten envelop with a good old-fashioned stamp is unique and is not quickly forgotten.



Another peculiar thing about notes is that they have a ‘pass around quality.’ Often a recipient tells others that they received a card. They show it to others or tack at them up in their work area and sometimes they’ll even post them a community bulletin board.

Okay, enough with the warm and fuzzy benefits. What notes really do is create the need for the client to reciprocate. When you do something classy and thoughtful and unique, the average client feels a compelling need to respond in kind. For example, because they feel the need to acknowledge you and your gesture clients tend to take your phone call or more readily respond to your e-mails or voice mails. They also help you get past gatekeepers and engage in a conversation with your contact. Speaking with a decision maker is half the battle in selling. Put another way: your contact rate increases. In turn, this increases the opportunity to sell more of your products and services.

Some clients will reciprocate by giving referrals. Often they will do this on their own without you asking. But when you do ask, most will go out of their way to give you a referral of some sort. A variation of the referral is a lead. Some clients will point you in the right direct by giving you a tip.

Many clients will reciprocate by acting as a reference should you need one. Some will even provide a written testimonial in the form of a letter.

Notes can tip the scales in a competitive situation. If you are neck and neck with a competitor the note you send can possibly give you the nod. It certainly can’t hurt.

And what does this cost you? Maybe a couple of bucks and ten minutes of time.

Who Gets NotesObviously, from an external point of view, you can send notes to customers and prospects. But don’t stop there. You can also use the medium to stay in touch or show gratitude to vendors and suppliers who may have provided you with assistance. They are as human as anyone else is and often they are a great source of leads. Internally, notes can and should be used with co-workers, other departments, bosses and others.

7 Ways to Use Notes1. Thank you cards. If you really want to create an impression, send a thank you card after you get a sale. Everyone else who sells to your clients will give the client a verbal thank you and many will type out an e-mail and send it along. But few, if any, will take the time to pen a personal note and give the client a genuine “thanks.” It’s classy. Forget e-mail. E-mail is impersonal and gets lost in the dozens of other messages that are sent.

Here’s another variation. Use a personal note to say thank you when a prospect makes an inquiry or asks for a quote or a proposal. NO ONE bothers to do this. Your prospect will be amazed by the gesture. But the net impact is that they tend to take a closer look at your proposal or quote. They’ll often give you the benefit of any doubt. Even if you don’t get this sale, you plant the seeds of goodwill for the NEXT sale.

2. Stay in Touch. Use a postcard to stay in touch. We all have clients who we



haven’t spoken to in a while. A little postcard with a brief note is a superb way of keeping your name front and center. It’s a nice way to say “Hey, Remember Me? I remember you!” At some level your name and the gesture registers and that builds equity in your relationship.

3. Leverage. If the client has hobby or an interest, leverage it and use it as a pre-text for your note. I have a client who is an avid cook. I sent him an Italian cooking magazine after his trip to Italy with a brief note attached. He responded immediately.

4. Clippings and Articles. Here’s a powerful application. Attach a hand written note to a clipping or an article. A clipping is something that you find a newspaper, a trade journal, a newsletter or where ever that you send to the client.

A note that says, “Steve, I thought of you when I saw this article on competitive skiing and thought you might like it,” can be far more effective then ‘yet-another-company-product-brochure.’

5. Congratulations. Send notes to congratulate your clients, prospects or others if they have achieved something or have been promoted or they are changing jobs. It flatters them. They remember it. For a long time.

6. Follow Up. Use notes as a follow up and to help move the sales cycle along. “Sheri, I thought you might find this valuable in your research.”

7. Pre-Text. Use notes as a pre-text for calling the client and engaging them. For instance, “Kiki, I was calling to follow up on that article in the Economist regarding the decline of the US mortgage market. Did you see that drop in November?!” Trust me, this works a heck of a lot better than, “Hi Kiki, just calling to check in” or some other insipid opener.

12 Tips on How to Make Notes Work for You1. Your note should be hand written.

If this means you have to slow down and write more neatly, then do so. One of the key strengths of a note is that indeed, it does take time. People understand that and they appreciate it. Handwriting also reveals personality and character. This is something you cannot get with an e-mail that is rather antiseptic in nature.

2. Keep your notes brief

That means less than a page and only a few lines. Brevity ensures that they get read. Your notes then become “reader friendly.”

3. Think of what you want to say and how you say it.

I sometime draft my note on a sheet of paper to make sure I have it straight. This takes time too but it is vital.

4. Use a decent pen.

Roller ball pens tend to give a better flow to a note. Ballpoint pens tend to look scratchy.



5. Be sure to address your envelop by hand.

Never, ever use a label. Besides being tacky labels dilute the effectiveness of your note because they negate the personal quality you are trying to convey. And more significantly: gatekeepers rarely open (and screen) mail that is hand written. It conveys a message that says “this is personal.” And it is.

6. Don’t use a postal meter.

Use a stamp. In fact, go to the post office and ask for those commemorative stamps with characters like Marilyn Monroe, Winston Churchill, and Elvis etc. Why? They draw the eye; everyone notices them and in turn, it gets you noticed.

7. Do not – please- use cards that have your logo or company name emblazoned in two-inch letters.

This is about the client. Not you. Not your company. Focus on them. A small logo in the lower right corner is fine. It’s subdued. Resist all pressure from your marketing department who’ll want to make a big production about ‘branding.’

8. Purchase a supply of good quality Thank You cards (over and above cards that your company might provide.)

A good name in cards is Crane. You can find them at decent bookstores.

9. Don’t use the note as a promotional message.

Use it to convey a thought, gratitude, or a reference to something attached but please don’t use it to sell. There’s plenty of time for that. A sales message simply takes away from the impression you are trying to create.

10. Insert your card.

It’s okay to put a card inside on some cards. If the prospect doesn’t really know you, insert a card. This is acceptable.

11. Finally, keep track of your notes so you know what you have sent and when.

The best way to do this is to create a spreadsheet of all your clients. Put their names down the left side. To the right simply insert the date and the description of what you sent.

12. Lastly, to get the very most out of you note sending campaign you need to

combine it will a follow up call.

Timing is critical. You want your client to be still feeling the afterglow of your note when they are speaking with you. Make your call within two to

three days of anticipated receipt. Leave a voice mail message or an e-mail (or both) if you do not reach him/her. You’ll be surprised at the response rate.

SummaryNotes are part of the selling puzzle. They do not guarantee a sale or a strong relationship. You still have to have a good product and a value based price. You still have to use your selling skills adroitly. But notes can help because they are different. They add a human



touch in a world that is become more and more impersonal.

Notes are simple little things that can discretely market you, your company and your products. They are cost effective and easy to implement. They give you an edge. And we can all use an edge _________________________________

The VAA (Value Added Action)How to Quickly and Easily Build Value and Give Yourself an Edge Sometimes your follow up call does not result in a sale. For whatever reason, the prospect delays the decision to buy but doesn’t close the door completely.

By having a ‘follow up’ plan you can unobtrusively stay in touch, build value and equity with that client. When they are ready to buy, they’ll think of you.

This portion of the follow up examines a fast, simple, cost effective and easy to implement way to stay in touch, build value and give you an edge with your customers and prospects. Sound impossible? Not in the least. One of the most effective ways to differentiate you and give yourself a competitive edge is a simple process that I call the VAA – Valued Added Article. It’s a powerful strategy that works!

What is the VAA? On a purely literal level, a ‘value added article’ is just that: an article, a special report, a white paper, a news clipping from a magazine, a website address, a journal . . .virtually anything that you provide to your prospect or client so they might derive benefit, pleasure, enjoyment, knowledge, interest, and ultimately value. On a deeper, more subtle level, a VAA is the little something ‘extra’ that you add to the relationship that shows you were thinking of your prospect or client. It’s something that goes above and beyond the norm in terms of selling. It’s something that positions you as unique and distinctive. It’s something that is seen as a positive and often personable gesture that marks your character. It’s something that helps get you remembered. The 2 Types of VAA The first type of VAA is business related.

A business VAA is an article, journal, report etc. that relates to a product, a service, the industry or the marketplace that may be applicable to the client. It might be something related specifically to your product or service such as a white paper but this approach has a somewhat self-serving aspect to it. A more effective approach is to provide a third party or independent source of information that educates your client. This is seen as an “extra” bonus and something that the average, run of the mill sales reps does not provide.The second type of VAA is the personal VAA and there are two kinds.



The first kind of personal VAA is something that reflects or relates to a hobby, a passion or an interest your client might have. For instance, suppose you learn that your Canadian client is NASCAR fanatic. One day you see an article on a NASCAR event coming to Montreal. Clip it and send it off. Or suppose you discover your prospect is sending her daughter off to Notre Dame to take a history degree. You search for an article on the web about the Faculty of History at Notre Dame and pass it on to your client. Here’s the real point: it shows that you listened and that you remembered. It shows you took the time. It shows the client that there is more to the relationship than just a set of transactions. The other kind of personal VAA is something that reflects a hobby, passion or an interest that you might have and would like to share with the client. Suppose you’re an avid BBQer. You might send your client a recipe of your

favourite rub or an article on “10 Things Every Person Should Know About Smoking Ribs.” It’s lighthearted gesture. It reveals a little about you and advances the relationship a step or two. Either way, you are doing something that isn’t typically done. And that usually gets remembered. It may not

guarantee you a sale but it guarantees you an edge. How to Build a VAA Library The trick to making a VAA strategy work for you is to have a ‘library’ of articles ready and available at your fingertips. From a business perspective, one way to do that is to scan industry trade journals, magazines, e-newsletters, web sites and the like. Look for and keep copies of articles or sites that relate to your market or business. In effect, you become a clipping service for your client. Remember that most of your clients probably get the same magazines but most do NOT have the time to read the material. By doing so, you save them time and effort. You keep them apprised of events, ideas, trends and the like. At some level, the client realizes the value you create. (And as an added bonus, your scanning keeps YOU on top of things in the industry. At some point, you become the “resident expert” and are seen as such. Nice edge!) Relative to your passions and interests, keep a stack of your favorite recipes or articles or whatever handy so that you can use them if and when appropriate. Of course, your clients’ interests or hobbies will vary from individual to individual. This means customizing your VAA. For example, if you hear something that might be of value to your client note it and the next time you read a newspaper or visit a bookstore or surf the web keep it in mind. You might stumble on something relevant and meaningful. Use it.



The Reactive Approach The reactive approach occurs when you see something that might be of value to the client and you send it along with a little note. Use phrases like:

“Mandy, I thought of you when I read this article. . .” Or, “Janice, I remembered you said your daughter was going off to Notre Dame this semester and I thought I would pass along this link about freshmen at Notre Dame.”

These are flattering statements that appeals to virtually anybody and everybody. This ‘out of the blue’ approach surprises and delights prospects and customers alike. The Proactive Approach The proactive approach is a little more calculated. There are 3 steps to implementing a proactive VAA strategy. 1. Make a commitment to a VAA When an opportunity arises (for example, the client says something that goes ‘click’ in your mind and you think of a VAA) go out of your way to make a commitment. Be bold and say something like,

“Don, by the way, I saw an article regarding. . .that I’d like to send on to you.” “Sarah, that reminds me, I have a web site address that I’ll send to you that talks about. . .” “Leah, let me send you a special report I just read. . .”

What’s important to remember here is that most of your clients have heard ‘promises’ like this before but reps fails to send or transmit the article. Now here’s the sad thing but the thing that makes the proactive approach so effective: the client didn’t really expect it to happen so he or she is not overly disappointed when it doesn’t occur. I don’t mean to be cynical but the fact of the matter is people break small promises and commitments every day in every walk of life. It is not that they bad people it just that their follow up is weak. Having said that, when someone actually GETS the article, the link or whatever, he or she is bound to be surprised and delighted. They think, “Oh, he remembered.” At some level, your stock or equity with that client goes up a notch. At a conscious or subconscious level, it registers that you kept your word! This resonates strongly with your clients. It suggests you will keep your word in all aspects of business. 2. Send the VAA within 2 days Of course, the next step in making the proactive approach work is to keep your word and send the document within 2 days. Not a week or two later. Attach a Post-It note to the article if you send it by mail. Write a note in the margin if you fax it. Write a few words if you are e-mailing it. Don’t belabor the point. Simply state, “Leah, here’s that special report I promised you.” Let the VAA speak for itself. 3. Leverage the VAA Don’t be afraid to leverage your VAA. Use it to your advantage. That’s the



whole point. When you make a follow up call, don’t hesitate to reference the VAA. For instance,

“Ken, I just wanted to give you a quick follow up call regarding that Cajun BBQ rub recipe I sent you. I don’t know if you’ve had a chance to whip it up and try it but I thought I’d check and see.”

Of course, this statement can simply be a pre-text to a business related matter but when you remind the client that you did a little ‘extra’ something powerful happens. It creates reciprocity.

Reciprocity is the need for your client to do a favor or kind gesture in return for your VAA. This usually translates into giving you a little extra time on a call, listen a little more closely, provide you with better information, or give remarks that are more candid. At this stage, you’ve got the edge you were seeking. Summary By no stretch of the imagination does a VAA guarantee you a sale but it does contribute to the overall value that clients see in you and your company. This is particularly true if you sell ‘like’ products and services. Sometimes the little extras are all the differentiation you need. Start your VAA today.

Conclusion

A perfect follow up is no one single action or activity. It is a number of actions that you take to build value, create equity and tip the scales in your favor. You goal is to make the experience with you and your company

different, unique, pleasurable and memorable.________________________________

Jim Domanski is president of Teleconcepts Consulting, a B-to-B training and consulting firm. Jim

works with companies and individuals who struggle to use the telephone more effectively to sell products and services. For more information about his consulting, training and coaching service, visit his website at www.teleconceptsconsulting.com and we sure to download his FREE SPECIAL REPORTS on “The 9 Voice Mail Blunders and What You Can Do to Avoid Them.”____________________________________


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