follow ups

Importance of Follow-Ups in Sales

  • Multiple Touches Required:

    • Most sales require several interactions (touch points) with potential buyers.
    • Buyers are often busy and need the right timing to engage.

  • Building Trust:

    • Consistent follow-ups help build trust between the salesperson and the buyer.
    • Reliability keeps the salesperson top of mind when the customer is ready to make a decision.
    • Silence can indicate unanswered questions rather than rejection; perseverance is crucial.

  • Consistency Leads to Wins:

    • Many sales are successfully completed because the salesperson maintained consistent contact with the prospects.

The Necessity of a Follow-Up Process

  • Structured Process for Results:

    • A defined process is essential to drive results.
    • Without a process, follow-ups can become inconsistent, leading to missed opportunities.

  • Professional Experience for Prospects:

    • A systematic approach ensures every prospect experiences a consistent, professional interaction.

  • Predictability and Repeatability:

    • Having a set process allows for predictable results, as it's clear what actions need to be taken next.
    • This efficiency also saves time and mental energy for salespeople.

  • Focus on Engagement:

    • A structured process facilitates better conversations with clients by eliminating guesswork.

  • Accountability and Coaching:

    • A defined process provides leaders with a means to coach and improve team performance.
    • This is beneficial for all performers, not just top sellers.

Expert Guests and Their Insights

  • Introduction of Guests:
    • Special guests include Joe Bissello and Christy Johnson, market director and market trainer respectively.
    • Joe Bissello reflects on his early experiences with Aflac and how the lessons learned are still relevant today.

Lead Elevation and Nurturing

  • Changing Environment:

    • Joe emphasizes the importance of lead elevation and how sales processes must adapt to changing buying behaviors.

  • Google’s Research:

    • Google has identified a model called the "Seven Eleven Four Rule" which outlines buying behaviors:
    • 7 hours of engagement/interaction with the brand before purchase.
    • 11 touch points before a decision is made to buy or to engage with a salesperson.
    • 4 distinct locations (media platforms) where the brand must appear for familiarity to be established.

  • Implications for Sales:

    • Salespeople must replicate these touch points within their follow-up strategies.
    • Emphasizes the need for consistency, value-based exposure, and familiarity through multiple channels.

Developing Effective Follow-Up Strategies

  • Understand Client Perspectives:

    • Salespeople are encouraged to think like business owners rather than just sellers.
    • Leading with business impact rather than product features creates more significant connections.

  • Solution-Focused Approach:

    • Focus on offering solutions to client problems, rather than merely selling products.
    • This dual approach of addressing business needs while also highlighting desired outcomes fosters a more compelling sales conversation.

Nurture Strategy Development

  • Building a Memorable Presence:

    • Creativity and differentiation in follow-up strategies help create lasting impressions on business owners.
    • Being memorable is key; the goal is to become familiar and trusted.

  • Differentiation in Touch Points:

    • Each follow-up step should be unique:
    • Step 1: Drop off a third-party thought article.
    • Step 2: In-person visit referring to the dropped article.
    • Step 3: Follow-up phone calls.
    • Step 4: Sending a personal handwritten note.
    • Step 5: Sending an email with valuable content.
    • Step 6: Another in-person visit with leave-behind items.

  • Tracking and Consistency:

    • Keep track of each lead's follow-up status to maintain organization and consistency across all engagements.

  • Accountability in Processes:

    • Discussed building an accordion file for tracking follow-up materials and planning.

Final Thoughts and Takeaways

  • Summary of Key Learning:

    • The importance of consistency and persistence in the follow-up process is reiterated.
    • Average success comes after multiple touches (often exceeding what was historically required).

  • Call to Action:

    • Salespeople are motivated to embrace follow-up strategies as invaluable tools for success.
    • Engaging with resources available through market trainers.

  • Walt Disney Quote:

    • "The way to get started is to quit talking and begin doing."

  • Importance of Emotion Management:

    • Maintaining a positive disposition is essential in the sales environment.