There is a host of research on effective sales, and there are many, many “rules of thumb” that offer advice about how to succeed. Writers and researchers are, however, nearly unanimous in the view that effective follow-up is essential. Here is what is basically an undisputed principle: it often takes multiple follow-up “touches,” whether they are follow-up emails or phone calls or personal visits, to close a deal with a client.
It is unusual for a prospective client to make a major purchase decision after your first conversation with them, or even the second time. It may take multiple contacts, possibly with multiple people within an organization, before that initial presentation is converted to a sale or a contract. Some sales organizations use the rule of thumb that five to seven touches are needed to close a sale. Following that guideline, you would contact the client at least five times before deciding that they are not going to buy.
You simply must follow-up. The plan for follow-up begins the moment the presentation is complete. Experienced leaders often delegate elements of the follow-up to others. Sales professionals often do it themselves, but sometimes the organization provides resources specifically to help with follow up (and also, in some instance, preparing).
Perhaps the phrase “always follow-up” lacks the power of “always be closing,” but the habit is just as crucial for success. Prompt, focused follow-up is often what closes the sales. In many, perhaps most, leadership and sales situation much of the hard work remains to be done after the presentation. To succeed in the persuasion business, you must always follow-up. When possible, arranging follow-up should be seen by the customer as a display of interest, part of the charm of the presenter. Examples of follow-up include:
“So what are our next steps"?
“Should we set up a follow-up meeting, perhaps with others in the customer organization?”
“I’ll be getting back to answer any questions that might come up.”
“By the way, can you refer me to others who might be interested in this product?”
“I’ll be following to see how things are working out.”
Experienced sales professionals also know that following up on this sale csn set the stage for the next one. For example, “following up to see how things are working out” not only checks on customer satisfaction, it is also an opportunity to up-sell and get a sense of what other customer needs your products can meet.
Talking to your coach. Using your own measure of success, once a day or throughout the day tell your coach why you have—or haven’t—followed up. Your coach will ask questions to help you think about how to master the habit.
