7 Sales Follow-Up Strategies That Actually Work: Turn Leads into Customers

Do you know this dreaded silence when after all your outreach the prospect goes quiet, and you're left wondering if you'll ever hear from them again?

This is the reality for many salespeople. Effective follow-up is a crucial part of the sales process, and it often makes the difference between a closed deal and a missed opportunity.

The challenge is that following up effectively can be tricky. We either forget to follow up, send generic messages, or struggle to stay top-of-mind. 

Wouldn’t it be great to get a proven roadmap to handle the post-outreach communication?

This post will provide 7 proven tactics for crafting sales follow-ups that work. By implementing these strategies, you can build stronger relationships, stay top-of-mind, and increase your chances of turning leads into loyal customers.

The Power of Effective Sales Follow-Ups

Effective follow-up strategies lay the foundation for long-lasting customer relationships and help you close deals.

For one, consistent, thoughtful follow-ups create a sense of rapport, build trust, and nurture relationships with potential customers. It shows that you're genuinely interested in helping them, and in developing the relationships, as opposed to selling “here and now”.

The sales process isn't a sprint; it's a marathon. Following up regularly reminds prospects of your value proposition, keeping your product or service top-of-mind.

No wonder that studies show that consistent follow-up leads to higher conversion rates. It's often the final push that helps prospects cross the finish line.

7 Proven Tactics for Sales Follow-Ups That Work

Below are 7 powerful strategies to make your follow-ups stand out and turn prospects into customers.

1. Personalize your approach

Description: Generic follow-ups are easily ignored. To stand out, tailor your messages to each prospect's unique needs and interests.

TACTICS:

• Research your prospect before reaching out. Take time to learn about their company, industry, and challenges. LinkedIn is a great resource for this.

• Reference previous conversations, mention something specific from a previous email, phone call, or meeting to show that you're paying attention.

• Personalize your message to address their specific needs or interests. For example, you could mention a recent blog post or industry update that's relevant to them.

EXAMPLE:

Subject: Following Up on Our Conversation About [Industry Challenge]

Email Body:

Hi [Prospect Name],

I wanted to follow up on our conversation last week about [industry challenge]. I came across a recent article that might be helpful. It discusses [briefly summarize the article's key points]. I thought you might find it insightful, given your company's focus on [mention a specific area of their business].

I'd love to hear your thoughts on the article and continue our conversation about [topic discussed previously]. Would you be available for a quick call next week?

Best,
[Your Name]

2. Add value in every interaction

Every follow-up should offer something of value to the prospect, demonstrating your expertise and building trust.

TACTICS:

• Share relevant articles, send links to blog posts, articles, or white papers that address the prospect's challenges.

• Provide industry updates to keep them informed about relevant trends or news in their industry.

• Offer case studies and share examples of how your product or service has helped other companies.

• Provide helpful resources, useful downloads, templates, or tools that can help them.

EXAMPLE:

Subject: [Industry Trend] – A Powerful Trend for [Prospect's Company]

Email Body:

Hi [Prospect Name],

I came across an article about [industry trend] and thought of you. It discusses how this is impacting [mention specific areas of their business]. I thought it could offer some valuable insights, given your company's focus on [specific area of their business].

[Insert link to article]

Let me know if you'd like discuss its impact on your business!

Best,
[Your Name]

3. Timing is essential 

Following up too soon or too late can be detrimental. Timing is crucial for effective follow-up.

TACTICS:

Use a CRM to track interactions and provide valuable insights into prospect behavior.

• Set reminders to follow up! Use your CRM or calendar to schedule reminders.

• Follow up strategically: base your follow-up timing on factors like prospect activity. If they open an email or visit your website, follow up quickly. If they've requested more information, schedule a follow-up call within a reasonable timeframe.

• Understand the typical length of the sales cycle and adjust your follow-up schedule accordingly.

SAMPLE FOLLOW UP SCHEDULE:

Within 24 hours: Send a thank-you email after an initial meeting.

3-5 days: Send a follow-up email if there's been no response.

7-10 days: Send a personalized email if they've opened a previous email.

14-21 days: Schedule a call to check in if they've expressed interest but not yet committed.

30 days: Send a final follow-up email if they're still not responding.

4. Use a variety of channels

Don't limit yourself to email. Use a mix of channels to reach prospects where they are.

TACTICS:

• Consider prospect preferences, — do they prefer email, phone calls, or social media?

• Align channels with the sales cycle. Early in the process, email may be the most effective. But later, a phone call could be more impactful.

• Create multi-channel sequences, using a combination of channels for a more comprehensive approach.

EXAMPLE:

Subject: [Email Subject Line]

Email Body: [Email content]

Follow-Up 1: [Phone call - Schedule a call to discuss their needs.]

Follow-Up 2: [LinkedIn message - Share a relevant article or connect on LinkedIn.]

5. Craft compelling follow-up questions

Catchy, engaging follow-up questions are key to keeping the conversation going. They show that you're a real person and genuinely interested in understanding your vis-a-vis needs.

TACTICS:

• Ask open-ended questions that encourage the prospect to elaborate on their thoughts. For example: "What are your biggest challenges in [area of their business]?"

• Elicit feedback, asking questions that get them thinking about your product or service. For example: "How do you think our [feature] could help you achieve [their goal]?"

• Use questions to uncover opportunities and understand their needs better. For example: "What are your top priorities for [area of their business] in the next few months?"

EXAMPLE:

Subject: [Follow-Up Subject Line]

Email Body:

Hi [Prospect Name],

I enjoyed our conversation last week about [topic discussed previously]. I'm curious to know:

How do you currently handle [process they mentioned]?

What are your biggest challenges with [aspect of their business they mentioned]?

I'm confident that our [solution] could provide some valuable solutions to these challenges. Let's chat!

Best,
[Your Name]

6. Don't be afraid to push back

Objections are a natural part of the sales process. Be prepared to address them head-on. Yet, consider that sometimes getting an objection is a perfect way to set an appointment — instead of answering them in your communication thread, promise to answer all their questions at a face-to-face meeting. 

TACTICS:

• Acknowledge their concerns and let the prospect know that you understand their point of view.

• Offer solutions that address their concerns. For example, you could offer a free trial or a discount.

• Demonstrate your commitment; show that you're dedicated to helping them find a solution.

EXAMPLE:

Subject: [Follow-Up Subject Line]

Email Body:

Hi [Prospect Name],

I understand your concerns about [their objection]. Many of our clients have initially felt the same way. That's why we developed [feature that addresses their objection] to ensure [benefit].

I'm confident that [feature] can help you achieve [their goal]. Would you be interested in learning more about it?

Best,
[Your Name]

7. Use a CRM for consistent follow-ups

A CRM is your secret weapon for managing follow-up schedules, tracking interactions, and ensuring consistent communication.

TACTICS:

• Use your CRM to set reminders for follow-up calls and emails.

• Automate follow-up sequences based on prospect behavior or specific events in the sales cycle.

• Use CRM features like lead scoring, lead nurturing, and reporting to improve sales productivity.

EXAMPLE OF CRM WORKFLOW:

Trigger: Prospect opens a pricing page email.

Action: Schedule a follow-up call for 2 days later.

Action: Send an email a week later with a case study highlighting similar companies that have used your product.

Takeaway

The difference between the closed sales and sales that fell through is in the follow-ups. The 7 tactics listed above will help you create more effective follow-ups, build stronger relationships, and turn more leads into customers. Remember, persistence, personalization, and a genuine commitment to helping your prospects are key to closing deals.

Ready to supercharge your sales follow-ups? Try Leadtower’s follow-up automation features for the top results.