How to Write a Follow-Up that Gets Replies

If I had a dime for every follow-up email I’ve seen about “touching base” and “checking in”, I could probably take a year-long vacation.

For salespeople and business owners alike, the feeling of frustration is real when you spend weeks sending follow-ups that don’t get replies. These prospects all seemed so interested when you met them, so what happened?!

Let’s take a look at this prime example I received the other day. It’s a follow-up email that looks just like 99% of what’s out there.

Here’s are the things that are going through the prospect’s mind when they get an email like this- and how we can use that understanding to send follow-ups that bring in results.

1. “Who are you again?”

It may have been a while since you spoke, not to mention, you can be sure that a prospect is checking out the competition, not just you. It helps to work in a gentle reminder by finding a way to incorporate your company name.

Want to test out how many prospects forget who you are? You can link the text of your company name to your website. Most CRMs track link clicks. If that’s a service you have, you can see who’s clicking your company name link to understand how many prospects needed the reminder.

2. “If I had questions, I'd ask.”

So, so many follow-ups me ask if I have questions! While it’s nice to have the opportunity to ask them freely, a serious buyer with decision-making power will already do that. There’s something much more useful you can offer than your infinite product wisdom.

Two words:

Add. Value.

That’s a sales phrase that gets thrown around a lot, but what does it actually mean? In this case, we’re assuming our prospect is in need of a solution. Rather than send them an email reminder that we want them to buy, let’s try sending something helpful they can actually use to make a buying decision.

Here are some helpful ways to add value in a follow-up:

  • Provide a case study about how a similar company achieved a specific goal

  • Send them a resource they can use to do research

  • Outline a new feature that could help them choose you over the competition

Most salespeople follow up to ask: “when are you going to buy?”

What we all should be asking is: “how can I help you get to the right decision for your company?”

Here’s how deals change when we opt for the latter:

  • Fewer prospects completely ghost you

  • More prospects share transparent insight on their buying process

  • More prospects ask buying questions in response to a follow-up email

  • Fewer deals stall out and fall into the black hole of prospect amnesia

  • More prospects keep you in mind for the future if they go with a competitor... just in case

Armed with this glimpse into the prospect's mind, your follow-ups can stand far apart from the pack and bring in more of the results you work vigorously to create.

Learn to Write Copy that Converts

©2020 Farren Neu

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