1 Know your audience

Different types of prospects and customers may have different preferences and expectations for how often and when you should follow up with them. Some may appreciate a quick check-in after a demo, while others may need more time and space to make a decision. Some may prefer email, while others may respond better to phone calls or texts. The key is to know your audience and tailor your follow-up strategy accordingly. You can use tools like CRM software, surveys, or feedback forms to collect and analyze data on your contacts' behavior, preferences, and needs.

2 Set clear goals and expectations

Before you follow up with a prospect or customer, you should have a clear goal and expectation for what you want to achieve and communicate. For example, do you want to schedule a meeting, ask for a referral, offer a discount, or request a testimonial? Having a specific goal will help you craft a relevant and compelling message that adds value and moves the conversation forward. You should also set clear expectations for the next steps and the timeline. For example, you can say something like "I'll send you the proposal by tomorrow and follow up with you next week to answer any questions you may have."

3 Follow the rule of three

A general rule of thumb for sales follow-ups is to follow the rule of three. This means that you should follow up with a prospect or customer three times before giving up or moving on. The first follow-up should be within 24 hours of the initial contact, the second follow-up should be within a week, and the third follow-up should be within a month. Of course, this rule may vary depending on the context and the response rate, but it can help you avoid being too persistent or too passive. If you don't get a reply after three follow-ups, you can either try a different channel, a different message, or a different offer, or you can politely end the conversation and move them to a lower priority list.

4 Use a mix of channels and formats

Another way to balance the frequency and timing of your sales follow-ups is to use a mix of channels and formats. For example, you can use email, phone, text, social media, or video to reach out to your prospects and customers. You can also use different formats such as questions, statements, stories, testimonials, or case studies to engage them. Using a mix of channels and formats can help you avoid sounding repetitive or boring, and it can also increase your chances of getting a response. However, you should also respect your contacts' preferences and opt-out requests, and avoid spamming them with too many messages.

5 Track and measure your results

Finally, you should track and measure your results to see how effective your sales follow-ups are. You can use metrics such as open rate, response rate, conversion rate, retention rate, or revenue to evaluate your performance and identify areas for improvement. You can also use tools like CRM software, analytics, or reports to monitor and analyze your data. Tracking and measuring your results can help you optimize your follow-up strategy and execution, and increase your sales success.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?