Mastering the follow-up technique
What you need to know:
- Following up on a potential lead can be the difference between a missed opportunity and forging a successful business relationship; it requires strategy.
Let me take you back in time to several months ago, when I was gazing at the contact list on my phone, my fingers hovering over the touchpad, the name of the potential client blinking mockingly at me.
I inhaled deeply and texted, “Hi Frank. Are you still interested in my services? I’m just following up.” I exhaled, then grimaced. I closed the app and tossed my phone to the side, knowing he wasn’t going to respond, but I was slightly comforted by the idea that I would be able to tell myself that I tried.
Was that the end? Did I really even try?
Following up on a potential lead can be the difference between a missed opportunity and forging a successful business relationship; it requires strategy. Here is what I have learned personally through trial and error, research, and practice.
- The very first step towards building “non-cringey” follow-up rapport is doing research. To avoid generic and lousy follow-up messages, research potential clients thoroughly. Thorough research enables you to identify their potential pain points and keep track of their career growth. You can then subsequently highlight relevant and timely insights or bring a potential solution to their attention. By doing this, you demonstrate your expertise and value.
- Personalise your follow-up rapport. It's no good to send out a generic message and hope for the best; this won’t make a genuine impact. Instead, aim to understand your potential clients and their unique needs. Reference a past interaction or recent milestone they have achieved. A personalised message may require additional effort and time but think of it as an investment in building a genuine connection. The effort you invest in personalising a message demonstrates your willingness to go the extra mile, ultimately securing a mutually desired outcome. Personalised messages have a significantly higher response rate and are less likely to get lost in the shuffle.
- Provide value. If you want to increase your chances of a response, make sure your follow-up message provides value to your client. This could mean sharing a helpful article or providing additional information on your product or service. Avoid sales-focused messages that fail to offer any real value to the recipient. Instead, focus on building a genuine connection.
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