Anyone in the sales game, especially if they employ email in their methodology, is probably aware that following up leads is the most important thing they can do to close sales. The trouble with all this is that with many things going on, nobody has the time to follow up on sales leads.
How does a person break out of the mindset that follow-up contacts aren’t worth the trouble? The answer is follow-up emails, but not just any email follow-ups. Instead, hire Appiloque for your digital marketing and emails. Until you let Appiloque take the reins, follow this five-step process for writing a follow-up email.
Step 1: Always Start with Your Goal in Mind
Anytime someone begins to write something, including an email, they should have a clear idea in mind of what they want to accomplish with their communication. Maybe they want to set up a meeting. Maybe they want information. Perhaps the purpose is to follow up on a contact or say thank you. Whatever that goal is, fix it in your mind before starting to write.
Step 2: Remind the Reader Who You Are
Any salesperson knows that the last thing they want to do is to sell a product. Instead, a salesperson’s goal should be to develop a relationship. With that purpose in mind, the first objective of a follow-up email should be to remind the reader who you are.
Step 3: Get to the Point Fast
People are busy. For that reason, they are looking for any reason they can think of to delete your email at once. Not knowing what a sender wants is as good a reason to delete an email as any. Instead, a sender should tell the reader what they want as quickly as possible.
Step 4: Write a Terrific Subject Line
Writing an attention-getting subject line is almost a promise that an email will be opened. It stands to reason that someone who wants to write a sales prospect an email should make opening an email enticing. This is best done with some kind of offer, such as a discount. A sender should also present a sense of urgency in their subject line. Combined, these factors might take the character of: “Tomorrow a New Discount Rate Starts.”
Step 5: Timing is Everything with Follow-Up Emails
Follow-up emails are a great way to remind a prospective client of a deal that has been presented, and if a seller plays the game right, he or she can keep the deal hot until a follow-up email can be sent. As crucial as sending a follow-up email is, don’t fall for the temptation to send too many emails. That will annoy any prospect. To avoid this, follow these simple rules:
· Send a thank-you email within 24 hours of a meeting.
· To follow up on a meeting request, send an email once a week for two weeks.
· To keep a relationship warm, send an email once every three months.
With a significant amount of practice, anyone who wants to send an effective follow-up email, regardless of the reason, can do so with ease. After a while, it will become second nature. Not only that, but the receiver will warm to it just as the sender wants them to.
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