The Importance of a Sales Follow-up: It's Important to Follow Up With Leads to Get a More Successful Sale

July 7, 2023
Business Development

As salespeople and marketers, we know that the first point of contact is always important. Second chances are not always certain. We often make the mistake of crafting the perfect email to make that effective first impression.

However, the follow-up stage is among the most important to the sales funnel. This article will teach you more about what makes a great follow-up email and why it is important.

the importance of follow up in sales

What is a Sales Follow-up, and Why Is It Important?

A follow-up email is a message that salespeople send to their prospects after their first initial email. Follow-up emails are important because they allow you to engage or re-engage with your prospects and extend conversations that might lead to a closed deal.

With 70% of unanswered email chains stopping after just one message, following up is an important step in the sales process. Follow-ups also allow you to restate your offerings and provide the value you are trying to bring to your lead.

What Are the Sales Follow-up Techniques to Follow-up With Customers?

‍Let's discuss the elements of a successful follow-up call or email with leads or existing customers.

1. Keep your message short and sweet

When you follow up with customers, remember that they might be very busy during their day-to-day. You're reaching out to CEOs and directors who are tasked with running an entire business. They might not have the time to respond back to you right away. That’s why in follow-ups, it’s important to keep things brief and get straight to the point.

Follow-up emails should be no more than six lines in length. Statistics show that email response rates are above 50% regarding short emails. Your goal is to grab their attention and make them want to take action.

2. Highlight the value you provide

Along with your email being short and sweet, you want to ensure you provide enough value as to why you are reaching out to them. Whether it’s the first email or the third follow-up, highlighting the value you provide is key. When writing your emails, remember that you are not selling a product. You are selling a solution to problems they might be facing.

57% of prospects consider a message to be spam if it isn't relevant to their needs. Providing a solution shows that your prospect’s goals are in your best interest, which can lead to a mutually beneficial relationship. Relationships with your prospects can lead to fruitful partnerships.

3. Space out your emails

If you’re looking to unsubscribe, the quickest way is by spacing your follow-ups closely together. Having back-to-back follow-ups can come off as pushy and inconsiderate. Although there are cases where your email is being ignored deliberately, there are various situations where your prospect is out of the office or can be busy with their day-to-day activities.

While there isn’t an exact formula for how to space your follow-ups, sending follow-ups daily is too much, and sending one once a month is not enough. Think about your prospect. While I've seen successful responses from follow-ups 2-3 days after the first initial email, there are some cases where setting up calendar alerts can also help with setting up the best time for you to follow up with your prospect.

4. Don’t forget your call to action!

When you follow up with leads or potential customers, the call to action is the most important piece of your email. Generally used at the end of an email, a call to action lets your prospect know what they are to do next if they’re interested in your offering. A call to action can be a short and simple phrase to keep your prospect engaged.

For example, a CTA can be used to connect for a demo (“Are you free to connect sometime next week?”), sending a piece of content (“Let me know if you have questions on our deck I’ve attached”) or asking for a better time to reach out (“When’s a good time to reach back out to you?”). Personalized call to action performs 202% better than emails without CTA included. Don’t assume that your prospects know what needs to be done when you email them.  You’ll get greater results by clearly communicating what a prospect needs to do next.

Follow-ups are a key part of the sales funnel. If you don’t follow up with your prospect, you are putting yourself in a position to lose out on closing a potential client. Follow-ups are important to the success of your sales process. Remember not to follow up with them to annoy or spam them. Instead, you’re being persistent because you believe you can solve their current problems. Following up is part of the relationship-building process in all walks of life. So get out there and follow up!

Key Outreach Knows How to Follow Up With Your Customers

At Key Outreach, we understand the vital role that follow-up plays in the sales process. Following up with your customers and leads is not just a best practice; it's a critical component of driving successful sales. Our extensive experience and proven strategies highlight the importance of following up to maximize conversions and build strong relationships with your existing and potential customers.

Statistics from our case studies speak volumes about the impact of effective sales follow-up. In one study, we found that customers receiving follow-ups are more likely to feel valued and be actively interested and involved in ensuring their needs are met. In fact, they are up to 70% more likely to purchase than those who do not receive follow-ups.

Our skilled salespeople are trained to make at least five follow-up calls, recognizing that persistence pays off. We understand that many potential customers may need multiple touchpoints before they are ready to buy. That's why we go the extra mile to ensure timely follow-ups and personalized attention, making your customers feel valued and appreciated.

Following up with your existing customers is equally important. By keeping the lines of communication open and addressing their needs, we help nurture strong customer relationships and create opportunities for upselling and cross-selling. Our follow-up tactics, including follow-up calls and emails, enable us to build trust and excitement on both sides, leading to higher customer satisfaction and increased loyalty.

We also recognize the power of referrals. By asking for referrals during the follow-up process, we tap into the network of your satisfied customers, generating new leads and expanding your customer base.

Don't let opportunities slip away or leave money on the table. Partner with Key Outreach to master the art of effective sales follow-up. Our dedicated team of sales executives and marketers is ready to help you maximize conversion rates, build customer loyalty, and drive revenue growth.

Contact us today to start a new chapter of success in your business. Remember, following up can make or break a sale, and we are here to ensure you make the most of every opportunity.

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