the key to sales success - effective follow-up

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.”



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


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


http://goo.gl/BaFcWV

Avoid the Bogies

egularity

equencing

ersistence

ctions



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



The Key to Follow-Up

A Lack of

Response

DOES NOT EQUAL

A Lack of Interest



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


Persistence


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


Why Persistence is Vital


• 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!


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


What Methods Do You Use?


Their Contact Preference


Is Often the One they Can Run from

Fastest!

As You Respect their Request, Does Your Competitor Win the

Race?



Tools that Work


Voicemail or Not?


The True Purpose of

Voicemail


Voicemail or Not?


The True Purpose of

VoicemailIt’s the Ultimate Top-of-Mind Awareness Tool!

A Returned Voicemail Should Be a Goal, Not an Expectation



Voicemail or Not?

http://vcita.com



Creative Outreach

http://goo.gl/surSLz



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


How Frequently

Do You Reach Out?


Regularity/Frequency


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


Frequency Concepts


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.


Scheduling


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


Follow-Up Sequencing


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


Example Sequence


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/


Want More? Contact me at [email protected] to receive updates.

Paul Kirch, PRC

CEO of Actus Sales Intelligence


The Ultimate Follow-Up Guide - Coming Soon

Book | Training Program


Contact Us

Actus Sales [email protected]://actussales.comToll free: (844) 222-8876

