The best follow up approach and a [template]

When you’re in sales, you already know how important it is to be moderately persistent. Especially, when it goes about reaching out to the prospects that didn’t respond to your pitch as automatic follow ups will increase your deals number significantly. On the other hand, you don’t want to turn into a telemarketer bug your customers are going to hate for the rest of their lives without giving out a penny to buy your stuff. So, how many follow ups should you do before giving up? Two, three, six or a hundred?

A founder of, Steli Efti, once shared a story about sending 40 follow up email messages to a potential client. Eventually, after the 41st message he got a reply with apologizes for not answering previous emails. The prospect explained that he was traveling, had too much mail coming every day and too little time to handle it while being on a trip. But he was still interested in the solution offered and wanted to discuss the conditions especially after the best follow up approach possible. Eventually, the deal was closed.

Thus, how many automatic follow ups are appropriate? My answer is – as many, as needed, until you hear a sharp “no”. Even after, you can work on it, but for reason of efficiency and common sense I would probably decide to move on and work on the new prospects, who demonstrated more interest to my product. A while ago, I received one of the most successful automatic follow ups that was short, sweet and personal enough email to make me reply.

This is an example of the best sales follow up template I’ve ever seen, so I quickly integrated it into my own follow up approach. With a small modification, I made my follow up message look like this:

I’m sure some of you would prefer another approach to prospective clients, but here’s the deal. I noticed a lot of benefits of using such follow up template:

  • It’s honest and personal (yeap, being honest with your customers still works the best)
  • It shows prospect that you care by asking if you should stop following them up (nice and polite and they bear in mind you do care what they think)
  • It filters not interested prospects out of your follow-up contact list (which, in its turn, saves lots of time and energy for both of you)
  • It’s funny enough to provoke positive feedback (and it’s still not so personal as if you were best friends forever which would be rather weird, you think?)

Feel free to use this template in your automatic follow ups process and see how it works for you. Let me know if you have some tips for follow-up approach or templates you use for email marketing best practices in comments.

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