A couple of weeks ago, I wrote a post that outlined a few strategies you can use to improve your follow-up with prospects and customers.
Today, I'd like to address the difference between quality follow-up and chasing someone.
One of the most common mistakes I see sales people make is that they chase low-value leads or people who have little or no intention of making a buying decision.
The other mistake that is frequently made is making low value follow up calls.
Here's what I mean...
"Hi, Mrs. Smith, it's Kelley Robertson calling. I just thought I would touch base with you and see if you have made a decision yet or if you need any additional information."
This is chasing a prospect and this type of call is weak and seldom accomplishes anything.
Instead of using this approach try saying, "Mrs. Smith, Kelley Robertson calling. One of the trends we've noticed in your industry is that it is more difficult to hire qualified staff. I'm going to send you an email with some information about how you can improve your recruiting process."
The voice mail is short and adds value by demonstrating that you are a resource. The key is to demonstrate your value BEFORE the actual sale is made. In fact, this is quickly becoming a prerequisite in sales today.
It's also important to consider the person you are talking to. If they don't have the decision making authority, it's highly possible that the sales process will never go any further. That means you end up wasting your valuable chasing a sales opportunity that probably won't pan out.
Lastly, you also need to consider the potential of that prospect.
If it's a low value sales opportunity, you shouldn't spend too much following up. I know some people will disagree with this but you only have a limited number of hours in a given day or week so it is essential that you use your time accordingly.
The more valuable a lead, the longer you need to follow up and keep your name on your prospect's radar.
Don't chase people.
Follow up, follow through, and add value to their business.