So how do we go about creating the best lead follow up system? By keeping in mind three specific points when designing your follow-up sales system: Messaging, Outreach Type, Creativity, and Timing.
Let's take some time to explore what each one means. Messaging
You want to be consistent with your messaging constantly. If you use specific wording related to, for example, DEI efforts, you want to make sure you are using that wording consistently in all your follow-ups. It helps your prospect remember what you are reaching out to them about, as repetition does wonders
to cement information in our brains.
Your studying tactics in high school can now be used to get customers!
Tied to the repetition of specific wording, you always want to make sure the messaging you are using is relevant to the prospects you are reaching out to. For instance, your product or service may be useful for those in the Operations and Supply Chain divisions at companies.
Use specific wording that appeals to each audience, and segment your messaging and outreach, including your follow-ups, accordingly. Make sure your message is clear and consistent throughout the entire campaign you have set up with your sales tool
That first email may attract attention, but consistent similar messaging will work wonders for helping the prospect associate you with a solution to their problem. Outreach Type
The great thing about outreach in the digital age is that you have so many avenues to use
. Phone calls, emails or direct messages, and more are all available to SDRs and BDRs. And it helps break your follow-ups more and not seem like a pushy salesperson.
If you combine the first email with a LinkedIn profile visit
, that profile visit touch is not intrusive and you have made contact twice. Additionally, because social media moves faster, your outreach via LinkedIn will also receive a speedier response than through email. And LinkedIn lets you be creative by using GIFs, which are a great way to stand out during your follow-up outreach once you've established yourself and your product.
By mixing different types of outreach, you mix the possibilities for your follow-up and can move beyond the restrictive six-email limit guideline. Creativity
Follow-ups are a great place for salespeople to truly exercise their creative muscles. That first email or a direct message always has to be brief and to the point, and while there is creativity there, it is mostly about hitting certain points
Follow-ups can be fun, however. A fun acknowledgment that you are still in your prospect's inbox, a meme, emojis, or a GIF can serve to make you stand out from your competition. And if you don't want to do too much, cleverly written messaging can prove just as effective. Timing
Follow-ups work great immediately after that first contact because it immediately reminds your prospect about who you are and what you can do for them. For a variety of reasons, however, sometimes your prospect, despite being everything you are aiming for, may not reply.
This is when timing and revisiting come in. Six may be the email sweet spot for follow-ups, but no one said anything about doing them all at once. Let a month or so pass by, and then begin re-contacting these prospects that did not respond. It may be a bit harder if you feel like your first outreach was perfect, but here is where the creativity comes in full force.
Remind them of you and your product or service, and really focus on providing value. Update them on everything you have done since last contacting them and why it further proves you would be a great benefit for them. Consistency in your outreach even a few months after that first initial touch will go a long way in demonstrating your determination and reasoning for aiming for your prospect.