Far from being a mere courtesy, the art of follow-up in industrial sales is a strategic methodology that transforms connections into meaningful relationships and even potential opportunities. The art of follow-up in industrial sales can also be used in marketing. A well-executed follow up is professional, persistent, and genuine. Naturally, you want to stand out from the crowd. A follow up is the first step.
Benefits to Following Up
Many view the art of follow-up in industrial sales as an uncomfortable chore, fearing they might appear pushy or desperate. However, this perspective doesn’t quite understand a follow up’s purpose. A good follow up isn't about badgering the industrial prospect; it's about adding value and reminding the prospect of your prior interaction and its potential benefits. It’s a proactive step to keep the conversation alive, clarify any ambiguities, and address questions that haven’t been asked…yet.
Getting Started
The first point of contact with the prospect is the most important. As we all know, the first impression is important. Many industrial sales people and marketers make the mistake of perfecting their industrial sales emails or holding a great meeting. Then, they sit back and do nothing. This doesn’t often result in an industrial sale. It’s (unfortunately) common practice to forget, unless reminded. Did you know it takes up to an average of 5 follow-ups in order to take the next steps in the sales cycle? That’s why the art of follow-up in industrial sales is so crucial. Imagine how many potential industrial sales are not being tended to in order to progress through the sales cycle.
Are You… Annoying?
Any industrial salesperson knows that the sales person’s reputation is to be pushy or aggressive. For example, repetitive email templates often fall flat. Instead, personalize your email, or even phone call follow-ups by referencing specific details from your conversation. This shows you were attentive and engaged in the details the prospect shared. Did you discuss a particular project, a shared interest, or a mutual acquaintance? Weave these elements into your message. For instance, rather than asking “Are you ready to buy?”, a more effective approach might be, “Following up on our discussion about the X project, I recall you mentioned a concern about Y. I’ve attached some resources that directly address that point.”
The Prospect Never Replied
An industrial prospect may not respond to you for many reasons, but the number one reason is because they are busy. Think about your own day. You might have forgotten to respond to the text message because someone was speaking to you at the time, and was distracted. It doesn’t mean you aren’t interested in the text. You need to be persistent but not aggressive in your follow ups.
Call To Action
Lastly, always include a clear call to action, but make it easy for the potential industrial prospect to respond. This could be suggesting a brief phone call, offering to send more information, or simply asking if they have any further questions.
Don’t Be Afraid of Follow Ups
It’s natural to avoid rejection. A clear “no” is great, it means you can stop wasting time and move on to someone who is interested in your offer. Failing to follow up, however, will quickly result in losing your industrial prospect. Now you know how the art of follow-up in industrial sales can help move your industrial prospects along the sales cycle. Contact us today so we can help you get the right industrial prospects meetings to fill the pipeline.
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