In his article, Why 8% of sales people get 80% of the sales, marketing expert Robert Clay reminds us of the importance of good follow up. His research shows that only two per cent of sales occur at the first meeting; the other 98 per cent will only happen once a certain level of trust has been established.
Incredibly, only 20 per cent of sales leads are ever followed up — that’s a shining pile of potential opportunity lost without a trace. You may be well aware of the power of keeping in contact but it’s often hard to know where to start. After that initial enquiry or sales meeting how exactly do you keep in touch? What information should you send? What tools can you employ to prove that yours is the solution that your prospects need?
Many companies get follow up badly wrong and lose the good will of potential customers in the process. Effective follow up does not mean pushy closing and constant demands for orders or appointments. It takes a different mindset: an ongoing dialogue; gently building rapport and proving your expertise, not bashing down doors.
At the heart of this approach is good content — meaningful, useful communication that helps to build trust in the eyes of your potential customers, keeping you top-of-mind.
Here are five examples of useful content you can use to keep in touch.
This is where good marketing can really help sales.
Develop customer-focused, helpful information that customers will find valuable. Your sales teams can use these to keep contact with potential customers until they are ready to buy. This is the most powerful way to build trust and warm up the relationship with your prospects: prove your worth and boost sales success.
Read Robert Clay’s article, Why 8% of sales people get 80% of the sales, and join the debate by adding your own comments.