Did you know sending personalised CTA's in a follow up leads to a 200% higher probability of conversion?
During my 30+ year career in Sales, I learned and mastered follow up techniques that ensured I always exceeded my targets.
Now I am going to share them with you!
The Psychology of Timing: When to Follow Up for Maximum Impact
Imagine this: You've just had an amazing first meeting with a prospect. You're riding high on the energy and enthusiasm of the conversation, but then doubt creeps in. "Should I follow up now? Will I seem too eager?”
It sounds silly, yet the fear of being annoying often leads sales professionals to delay their follow-ups.
But what if I told you that waiting too long could be costing you the deal?
Here’s a groundbreaking insight from behavioural psychology: The optimal time for follow-up is often shorter than expected.
Research shows that the brain’s initial window of heightened interest or curiosity typically lasts about 48 hours. That's right—just two days!
Why is this?
🧠 Our brains are wired to respond to new information with a spike in attention and curiosity. This window is when your prospect is most receptive to your follow-up, still buzzing with the excitement of your initial interaction.
Delaying your follow-up can mean missing this critical period.
Instead, timing your follow-up within this 48-hour window can significantly boost your chances of making a lasting impression and advancing the conversation.
So the next time you’re worrying about annoying your client, keep this in mind: The optimal follow-up time is often sooner than you think.
Making Your Follow-Up Memorable
Ever sent a follow-up and felt like it just disappeared into a black hole?
I have been there too. And as I sat at my desk in despair, I noticed the sticky notes all around me, and it hit me.
The key to being unforgettable to my client? Emotional Post-It Notes.
Imagine your follow-up as a sticky note that your prospect places on their mental fridge. This note isn’t just any scribble; it’s a heartfelt story or a message that hits home.
It resonates, sticks, and most importantly, it gets remembered.
Here’s how you can create those emotional Post-It Notes in Your Follow-Up Communications:
💭 Tap into Their Aspirations
Go beyond the immediate needs of your prospects and speak to their dreams and aspirations. Paint a picture of how your solution helps them achieve their long-term goals. This isn't just about solving a problem—it's about helping them build a vision for their future.
🧐 Evoke Curiosity with Teasers
Leave a little mystery in your follow-ups. Instead of laying out all the details, give them just enough to pique their curiosity and make them want to learn more. A well-placed question or an intriguing hint about a feature can prompt them to engage further.
📖 Create Micro-Stories
Micro-stories are short, impactful narratives about your experiences or your clients' success stories. To be effective, these stories should be concise yet powerful, creating a vivid image in the prospect’s mind. The key is to make the story relatable and evoke an emotional response.
⚓️ Personalised Memory Anchors
Create a follow-up that references a unique detail about your previous interactions. Maybe it’s a specific hobby they mentioned or a quirky fact they shared. This personalised touch shows that you were truly listening and makes your follow-up stand out as genuine and thoughtful.
Small Steps Lead to Big Yeses: The Power of Micro-Commitment
Some of my favourite Sales lessons are from Bollywood.
This one is from the movie Aaradhana, which has an iconic song in which the hero gets the bashful protesting heroine to tell him she loves him by getting a series of micro agreements.
The song begins with him telling the heroine he’s going to ask her a few questions, and she must answer honestly.
He starts with innocuous questions: Bagon mein bahaar hai? (Are the gardens in full bloom?) 🌸 🌸 🌸
Is Today Monday?
All finally leading up to the big one: You love me?
Her obvious answer: Yes!
And how can you use this in Sales?
Most of us intimidate our customers by asking for the Sale too soon.
Instead of pushing for a big commitment right away, use the principle of micro-commitments.
This involves asking for small, easy-to-agree-to actions that build momentum.
Each small "yes" paves the way to the final sale.
What would this look like in a Customer Interaction?
Imagine you're selling a premium software package. Instead of diving straight into the big ask, you start with small, manageable requests.
1️⃣ First Micro-Commitment: "Would you like to see a quick demo of our software in action?”
2️⃣ Second Micro-Commitment: "Do you agree that the interface is user-friendly?”
3️⃣ Third Micro-Commitment: "Can I send you a free trial so you can explore it yourself?”
4️⃣ Final Ask: "Are you ready to upgrade to the premium package to unlock all the features?”
By the time you reach the final question, the customer is more likely to say "yes" because they've already made several positive decisions along the way.
🔑 The key to the BMBH Formula?
Start Small.
Build Gradually.
Listen Actively.
Create Value at Every Step.
Be Patient.
By mastering my favourite Bollywood inspired technique, you’ll make your sales process smoother and more effective, leading to more "yeses" and satisfied customers.
Utilising Social Proof Strategically
I’m finally going to share my ultimate follow up technique in Sales!
Imagine this: you’ve had a promising initial conversation with a prospect. They’re intrigued but haven’t yet committed.
This is where most salespeople falter, treating follow-ups as mere formalities. But not you.
You’re about to discover how to turn follow-ups into your secret weapon with the strategic use of testimonials!
Social proof is the psychological nudge that makes people follow the crowd. In sales, it translates to showing your prospects that others have already taken the leap and thrived, making them more likely to join in.
While it’s common to see testimonials scattered in sales pitches, their true potential is unleashed in follow-ups.
Here’s why: by the follow-up stage, your prospects have already shown interest. Now, they need assurance and a little push to move forward.
The Secret Ingredient: FOLO
Combine social proof with the Fear of Losing Out (FOLO), and you’ve got a recipe for success.
When prospects see that their peers are reaping benefits and they might miss out, their hesitation diminishes significantly.
How to Use This?
Let's Say You Have a Prospect Named Aliyah, Who Works in the Healthcare Technology Industry.
Here is Your Step-by-Step Game Plan:
🎯 1. Initial Interaction:Begin with your regular pitch. Focus on the unique ways your product or service solves their problem, and capture Aliyah’s interest. Highlight how your healthcare technology solution can streamline processes, improve patient outcomes, and enhance data security.
🎯 2. First Follow-Up:Send a thoughtful reminder. This is where you introduce your first testimonial. Select one that closely aligns with Aliyah’s industry or specific challenges.
⭐️Example: "Hi Aliyah, just wanted to share how MedTech Solutions, a leader in healthcare technology, has experienced incredible success using our solution to enhance their patient management system.”
🎯 3. Second Follow-Up:Reinforce your message with another testimonial, this time subtly hinting at FOLO.
⭐️Example: "Hi Aliyah, thought you’d find this compelling—HealthPro Inc., who faced similar challenges with data security and patient engagement, achieved a 30% increase in efficiency with our product. Don’t miss out on these benefits.”
🎯 4. Final Follow-Up:Create a sense of urgency. Highlight success stories and subtly incorporate the fear of missing out.Example: "Hi Aliyah, many of your competitors in the healthcare tech industry are already leveraging our solution to stay ahead. I’d hate for you to miss this opportunity to enhance patient care and elevate your business.”
Why is this method so effective?
Because you’re not just reaching out; you’re resonating with Aliyah’s specific needs and showcasing how others in her industry are benefiting. This method builds trust, reduces hesitation, and strategically positions your product as the optimal choice.
So to recap:
Integrate testimonials into follow-ups to build credibility and reassure prospects.
Combine social proof with FOLO to create urgency and drive action.
Strategically position testimonials to lead prospects to a confident “yes."
Master this technique, and you’ll transform your follow-ups from routine check-ins to the ultimate closing tools, leading to more conversions and happier clients.
How to Break Up with a Prospect
Don't give up after 2 follow ups. It requires at least 6-8 follow ups before a customer says yes.
If you’ve done those 6-8 follow ups using all the strategic techniques and after a month you still have not received a response, it’s time to send a break-up email.
This approach can elicit a response by creating a sense of finality and urgency.
Why a Break-Up Email?
A break-up email signals to the prospect that this is your final attempt to connect, often prompting them to respond if they’re still interested. It also respects their time and shows that you value clear communication.
Crafting the Perfect Break-Up Email
1️⃣ Subject Line:
Use a clear, direct subject line that conveys the purpose of your email.
Examples:
“Would you like me to follow up with you?”
“Are you still looking for my service?”
“Are you interested in going ahead with our conversation - or has something changed?”
2️⃣ Opening:
Acknowledge your previous attempts to connect.
Be respectful and concise.
Examples:
"I hope this message finds you well. I’ve reached out a few times to discuss how our solution could benefit your business, but I haven’t heard back from you."
"I wanted to touch base one last time as I haven’t received a response to my previous messages."
3️⃣ Middle:
Highlight the benefits one last time.
Create a sense of urgency or finality.
Examples:
"Our solution has helped companies like [Client Example] achieve [specific result], and I believe it could do the same for you."
"I understand if now isn’t the right time, but I don’t want you to miss out on the potential benefits."
4️⃣ Closing:
Give them an easy way to respond or take the next step.
Let them know you’ll close their file if you don’t hear back.
Examples:
“If you’re still interested, please let me know whether 14 or 15 June from 2-5 PM works for you. Otherwise, I’m happy to circle back when you’re ready. You know where to reach me!”
“If you’d like to discuss this further, just reply to this email. If I don’t hear from you, I’ll take it as a sign to close our conversation for now."
Now lets put this mail together for a full template:
Subject: Final Follow-Up: Should I Close Your File?
Hi [Prospect],
I hope this message finds you well. I’ve reached out a few times to discuss how our solution could benefit your business, but I haven’t heard back from you.
Our solution has helped companies like [Client Example] achieve [specific result], and I believe it could do the same for you. I understand if now isn’t the right time, but I don’t want you to miss out on the potential benefits.
If you’re still interested, please let me know a convenient time for us to chat. Otherwise, I’ll assume you’re not interested and will close your file.
Thank you for your time and consideration.
Best regards,
[Your Name]
The Core of the Break-Up Technique:
Be Respectful. Acknowledge their time and decision-making process.
Example: "I understand if now isn’t the right time for you."
Create Urgency. Remind them of what they might miss out on.
Example: "I don’t want you to miss out on the potential benefits.
Leave the Door Open. Make it easy for them to reconnect later if their situation changes.
Example: "Feel free to reach out in the future if your needs change."
By mastering the break-up email, you respect the prospect's time, create a final touchpoint that can spur action, and leave the door open for future opportunities.
This technique, when used wisely, can bring closure to your sales efforts and often elicit the response you’ve been waiting for.
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