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One of the biggest reasons salespeople don’t close more business is that they either don’t follow up enough or they don’t follow up properly. Here are the keys to close more sales by following up the right way.

Follow Up at Least 12 Times

The average salesperson follows up with a prospect once or twice. The majority of sales are made between the 4th and 12th contact. As a result, you need a step-by-step follow-up system that consists of at least 12 contacts. Two of the most important aspects of follow-up are consistency and commitment. Having and sticking to a step-by-step follow-up system with every prospect will ensure you have these two aspects in place.

For those of you who believe 12 follow-up contacts are too many, you need to get resold on your product. If your product can truly help the prospect and you believe you have the best product for them, you owe it to them to follow up at least 12 times, and probably even more. If you were trying to prevent your child from running into traffic, how many times would you try before you gave up? Another example: you sell life insurance and have a young dad in front of you. You know that his wife and two young children will be financially destroyed if he doesn’t have life insurance. How persistent are you going to be?

Talk in Benefits and Add Value Where Possible

What was the reason they originally contacted you or, if you initiated contact, what was the reason they decided to talk to you? How can you remind them of that and further drive home the point that now is the time to act? Has there been a change or update which might affect them? Is there some new information you can provide that might help them make a better, more informed decision? Is there something you can give them that costs you little or no money, and yet can show your value to them? Always think in terms of what’s in it for them and always put yourself in their world. How can you add or show value to the prospect? Why should they be interested in what you are talking about? What will they get out of it? What would cause them to be motivated to act?

Use a Variety of Follow-Up Methods

Your follow-up can consist of phone calls, in-person visits, mail, e-mail, faxes, and even text messages. Of these methods, an in-person visit is by far the most effective, followed by phone, mail, text, fax, and finally e-mail. You want to use a variety of these but try to focus on the more effective methods. You can also use these in conjunction with one another. For example, right after you make a phone call, send out an e-mail. One thing you want to avoid is follow-up by e-mail alone. E-mail is impersonal and also the least effective follow-up because you can never be sure they read it or even got it to begin with. And no, do not send an e-mail with return receipt. I don’t even have to say that, right?

Continue to Stay in Contact With People

If you are unsuccessful with your 12 contacts, and assuming they are still a viable candidate for your product, you must continue to stay in touch. Get them on your contact list and continue to reach out via a variety of methods: monthly newsletter, postcard mailer, product updates, birthday, holiday, and other cards, gifts, and sending out other items of interest. You can also still make an occasional phone call, stop by in-person, send an e-mail coupled with another communication, or send a fax. The key here is you want people to think of you and have your contact information when they need your product or service. Have you thought of someone when you finally needed their product and you had no idea of how to reach them because they didn’t stay in touch?

Note: Reach out to people about once a month with the above methods. Daily or even weekly contact will irritate most people, almost all are okay with some form of monthly contact. Also, as stated previously, make sure the contact has some value for the prospect.

Note 2: If you’re really concerned about contacting people after they’ve said they aren’t interested at the moment, but you’ve determined they’re still a good prospect, try the following, “Okay, I completely understand. Let me ask you, is it okay if I reach out from time to time with product updates and other pertinent information?” Most people will agree to that.

BONUS: Here are the biggest follow-up mistakes in order of “bigness”:

• The salesperson doesn’t follow up quickly enough.
• They don’t make enough follow-up calls.
• They don’t know what to say or they say the wrong thing.
• They don’t provide contact information.

What’s most important is that you get to the person as quickly as possible once you realize they are interested in your product. Even if you aren’t prepared (third biggest mistake), make the initial contact as soon as possible. Just let them know that you are aware of their interest, are working on the situation, or whatever the case may be, and let them know when they will hear back from you. And hopefully it’s sooner than later.

Also, anytime you aren’t sure what to say, whether it’s the first contact or 12th, just take your best guess and call. The most important part of follow-up is to make the contact regardless of what you say. When they take your call, you will open your mouth and a conversation will ensue. Just make contact.

MANA welcomes your comments on this article. Write to us at [email protected].