Your first email should be the opening of a whole chain of communication. As a good salesperson, you need to be persistent. You need to show your prospects that you believe in the value you provide and that you know they will benefit from it. That’s why you shouldn’t show all your cards at once. Here are a few successful follow-up strategies:
Pitch them. Show another angle of your product; answer another problem. It should be:
- Slightly different to the first message.
- Show various benefits of your product.
- Short but to the point, and as relevant as the other messages.
Remind them of your previous messages. Your email might have got stuck in the inbox of a prospect in need. Do not let bad timing ruin your conversion:
- A short message to move you up in the prospects’ inbox and remind them about your offer.
- Polite but firm tone.
- Possibly link to an article of yours; maybe something valuable for your recipient and relevant to your messages.
Tease and give them something they want.
- Show potential value for your prospect – offer them a trial account, a taste of your services.
- Let them see how they will benefit from your solution before purchasing.
Not every person contacted will be up for your offer, and most of them will not even reply to your messages. That’s why you need to add a break-up email at the end of your thread.
- Leave only two options – it’s a „take it or leave it” situation. Ask the recipient directly whether they are interested and want to see your offer or not. Then tell them you will not message them again.
- You can add one more killer pitch (if you have not used it before).
Just like with the first message, you need to make sure you time your follow-ups appropriately.
- Instant follow-up – send a one-line addition a few minutes or hours after the first message. Make it casual, as if you forgot to mention something.
- Keep at least a two-day-gap between messages – you do not want to end up labeled as a spammer.
- Try different days of the week and different times – this way, you give yourself a better chance of catching the prospect during their daily email check.
- Think about the long-term – do not bombard your prospect with five messages in one week and then stop. The whole plan is to campaign for at least two or three weeks. If you still have not heard back, remind them about your offer a few weeks later.