A quick internet search will reveal that upwards of 80% of sales are made between the fifth and eight contact. Juxtapose this with the fact that only 10% of sales people follow-up more than three times and you realize there’s a major disconnect between the number of contacts and effort required to achieve sales success. By increasing the number of times you contact a prospective client, your likelihood of success increases dramatically
Sales tip – Pick-up the phone or send an email!!
Think about it – What if your competitor calls one more time than you do?
I secured a significant multi-year training contract with a major insurance company by applying this principle. It “only” took me about 2 years of consistent contact and follow-up with high level influencers which translated to 10 touch-points including phone calls, meetings, email and follow-up calls to get in front of the economic buyer and secure the contract. It was worth the effort!
If you have gone through my Sales Diamond™ program or have worked with me as your coach, you know that I don’t suggest simply calling more than 8 times, it’s about regular and strategic contact with a reason to reach out that secures the business. Furthermore, if done correctly, follow-up enables you to earn the right to do business by building trust with the prospective client.
Follow-up methods include an email, text, phone call, lunch meeting, golf game or inviting the client to a special function. It is important to proactively contact your clients to secure business and then to stay in touch when you have the business. Don’t wait to react when they have a problem. Focus on building long-term, profitable relationships.
Be different! To really stand out consider sending a handwritten thank you card. This personal touch can go a long way to affirming your client’s decision to choose you. Before you discount this mode of contact, consider the last time you received a hand written note from someone. Did you keep the card and reread it several times? Did you put on a counter or your desk and think of the person that sent it every time you see it? Chances are good you left it there for several weeks. I recall a client to whom I sent a thank you card that kept it on his credenza for years!
Taking the time and effort to personalize the contact is another important way for you to demonstrate that you are genuinely interested in the welfare and interests of your client.
You are only different and unique to the extent that you act different than everyone else.