There are numerous studies that reveal that 87% of sales people working the telephone give up after the first attempt.  By extrapolation this means that only 13% follow up more than once.  Another 10% give up after a second call.  Only about 3% of reps follow up more than twice. Which do you think have a higher rate of success?

To get more positive responses you have to hear more nos. You hear more no’s (and more positive responses) by following up every lead and every opportunity. To get more positive responses you must be tenacious on following up leads. Get the ‘no’s’ out of the way.  Being perseverant and persistent is the key and it requires two things: a follow-up system and self-discipline.

The vast majority of reps are not effective at following up simply because they have not developed a system that makes follow up easy and consistent. Use the tools that make you more efficient - software programs like Tele-Magic, Goldmine, Maximizer, ACT or Outlook.  There are also paper-based systems like Franklin Covey or Day Timers. It doesn’t matter which system you use, just use one. Don’t shove it aside like so many reps do.

When you follow up is just as important as how you follow. Far too many reps will follow up on a letter or fax literally weeks after its been received. The prospect never remembers it and typically gets the rep to send another letter or whatever. And the cycle begins.  When you send a direct mail piece, follow up 2 days after anticipated receipt.  If you courier something, follow up within 2 days.  If you send a fax, follow up within 1 day. If you e-mail, follow up within 1 day.

The collateral material you send should leverage your follow up call. Timing is absolutely everything. Delaying your follow up call dilutes the effectiveness of your support documents. If you want more positive responses make your follow up calls sooner.

By now, you should also realize that you’re going to run into voice mail. It’s inevitable. In fact, the odds are about 80% that you will encounter voice mail in a business-to-business call. 

When you do leave a voice mail message, wait three days for a response. If no reply, you call again and wait another 3 days. Then again, and again, if necessary.   This alone puts you into an elite category of sales reps. Remember that 87% of reps give up after one call.  This gives you an immediate competitive advantage and shows persistence without being annoying.  

Use your calendar and jot down the follow up call.  If no answer, you leave a message, grab the calendar and jot down the next follow up call and so on. Schedule a specific time to make the follow up calls. Don’t spread them out over the day. Don’t pick up the phone on a whim and dial throughout the day. Bunching the calls keeps you focuses on the task. You get it done.   Also, keep in mind that the time it takes to place a call and leave a voice mail message is insignificant compared to the return. Of course, the composition of your messages for each and every call is equally important.  That is where advance preparation, scripting and trail and error come into play.

This process may feel awkward at first simply because its new. Feel the discomfort and do it anyway. If you do this for a period of 21 days, it will become a habit.   The key is to determine the appropriate behaviors and times in which to conduct these behaviors.  You then discipline yourself to carry out those behaviors at the appropriate times on an ongoing basis.

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