When prospecting for new customers in B2B sales, every interaction counts and the art of the follow-up will make all the difference between winning or burning an opportunity!
Whilst the initial contact is obviously important (can’t get to the end without starting), it’s the strategic follow-up that determines the outcome – these are the specific reasons as to why tactically following up with prospects is a critical element of any successful B2B prospecting sales process.
Maintaining engagement: In a competitive business world, prospects are bombarded with information and options. A timely follow-up acts as a gentle nudge with the aim of keeping you in the prospect’s mind for when they’re ready. By maintaining regular communication, you re-inforce your commitment and interest which, if approached correctly (i.e. not self-serving!), will build trust and reliability.
Building relationships: B2B transactions (especially repeat ones) are often based on relationships built on trust and mutual understanding of each parties’ needs. Every follow-up provides an opportunity to slowly build that trust. Whether it’s a personalised email, call or some other thoughtful gesture, each touchpoint strengthens the relationship and moves you all closer to a positive outcome.
Addressing concerns: Prospects will have doubts or questions that need to be addressed before they commit. A strategic follow-up allows you to proactively address their concerns. As long as you obviously show an understanding and respect of their needs and concerns, you can elevate yourself to be viewed as a trusted advisor – another step forward towards the positive outcome!
Momentum: In the relentless world of B2B sales, momentum is key. Each follow-up is an opportunity to maintain interest, resolve any doubts/questions and move the prospect further down the sales funnel. By maintaining a tactical and respectful level of communication, you can keep the momentum going which, again, moves you all closer to a positive outcome.
Adapting to their preferences: Every prospect is unique with their own preferences and communication style. A strategic follow-up needs to takes these preferences into account so that you provide information and resources in a manner that resonates with the individual prospect. Whether it’s a personalised message, a bespoke proposal or a relevant offer, understanding the prospect’s preferences gives you the best chance of keeping their attention.
Demonstrating value: Sure your aim is to promote your relevant product or service but your follow-ups should ultimately focus on highlighting the specific value (to the prospect) that you can offer. You can do this by sharing relevant insights or offer industry expertise which explicitly focus on the prospect’s challenges. Done correctly, each touchpoint will positively remind the prospect about the benefits to them of working with you.
Staying persistent but not pushy: Persistence is key but it’s a fine line between staying in their mind for positive reasons and them perceiving you as pushy and/or ‘salesly’. A tactful follow-up needs to respects the prospect’s time and boundaries whilst gently nudging them towards a decision. By being respectful to this boundary, you will create a far more positive impression with the prospects which increases the likelihood of achieving the desired outcome – a new customer!
To wrap up – following up is a crucial part of the B2B prospecting process. Get it wrong and you’ll burn too many good opportunities. Get it right though and your conversion rates will be great, you’ll build more relationships and win more sales!
Please please please though – don’t ever ask for an update, ask ‘what do you think?’ (because, if so, don’t be surprised if you get a vague response to your vague questions) or, the worst IMO, just ‘check-in’.
If you ever utter those words, you should do the opposite and check yourself out of working in sales.
