Follow-up: It is often the difference maker that defines elite sales pros

Here is the first scenario: Responding to a prospect who asked you to call them “in three months” — or any given period.

How did this happen? You successfully engaged with the prospect. Then, after getting shot down by the prospect, you did the right thing: You asked the question, “When would be a good time to follow up with you to see if your situation has changed?”

You received an answer, maybe “three months” or “six months” and now, the next time you reach out to that prospect, it will not be a cold call. You are calling back at the time because they asked you to call back in three months or six months.

So here you are, three or six months later, following their instructions, trying to cash in on a little gem in your sales pipeline. This opportunity never happens unless you are organized enough to know that it is time to follow up, so hopefully, your company provides some sales organizational software.

A slight edge, or a favorable twist

You can now confidently call, ask for the prospect by name and inform the gatekeeper that he asked you to give him a call this week. This process has opened the door a little more for you, giving you an increased edge.

When you get the prospect on the phone, you need to remind them, “When we spoke back in July, I’m sure you remember that you were interested in our program but asked me to call back in 90 days so that we can set up a meeting. I have 2 p.m. on Tuesday or Wednesday next week. Which is better for you?”

Here is a twist. Suppose the prospect you spoke to three months ago is no longer working at the company. This creates an even warmer opportunity when you speak to their replacement.

“I understand that you replaced Juan as the office manager. The last time I spoke to Juan, he had asked me to call him to schedule an appointment this week. I know a lot of people at your company liked the idea that we could improve your pantry service program and save you money. I have 2 p.m. on Tuesday or Wednesday next week. Which is better for you?”

Juan’s replacement may want to see you now or may want to see you in three months. If they put you off, the follow-up snowball continues, but when a sales rep has 50 of these scenarios cooking, appointments will happen.

Scenario 2: The call in

Make a connection with every hot prospect or warm lead from any source.

Because there is a cost to every sales lead, follow-up needs to occur ASAP. Your company deserves the maximum effort by sales reps to close deals that are generated through paid business development. Additionally, as a sales rep, you want to encourage the continuation of paid business development – so don’t let a lead like this go to waste.

Top performers stay connected all the time. That includes nights, days off and even vacations. All the relaxation gained during a break will vanish when a sales rep learns that a deal was lost because they were disconnected.

Listen first

Once you qualify the account, the objective is to set up a meeting. When you speak to this warm prospect, gain an understanding of the opportunity and what they need, but don’t do too much selling over the phone or by email. Be an active listener. Too much selling at this pre-meeting stage can raise new and unnecessary objections from the prospect. Don’t kill the deal before it takes shape!