Avoiding the Generic “Follow-up” Email
Following up with a (potential) client is critical to maintaining a solid relationship and closing a deal. That is not new information, we all know that. But what is your reaction to seeing this message:
Just following up on our conversation last Thursday and wondering if you have given my proposal any more thought. Look forward to hearing from you.
Boring, right? And the last thing we want our client to think is that we are bored or not interested in them as a person. However the follow-up email truly is a critical part of doing business. According to Referral Squirrel:
• 2% of sales are made on the First contact.
• 3% of sales are made on the Second contact.
• 5% of sales are made on the Third contact.
• 10% of sales are made on the Fourth contact.
• 80% of sales are made on the Fifth to Twelfth contact.
• 48% of sales people never follow up with a prospect.
• 25% of sales people make a second contact and stop.
• 12% of sales people make three contacts and stop.
• Only 10% of sales people make it more than three contacts with a prospect.
It is well known that repeat customers and referral business are the two best (and cheapest to acquire) types of business. So how do we avoid sounding like our dear Generic Salesperson? According to Seth Godin and Hubspot, there are three key ways to improve these “follow-up” emails:
1. Google alerts
Set up a custom alert for the mention of your prospect’s company name or buzz words related to their industry. This gives you material to customize your email
2. LinkedIn Groups
Find a LinkedIn group discussing their industry. Again, this provides content and an actual reason to follow up
3. Email Opening Alerts
There are many applications that will notify you when your recipient opens your email, and this will help the timing of your follow up