In software sales, following up can make or break a deal. Yet many SaaS sales leaders need help with following up effectively, and some even question whether they should follow up. As a seasoned sales coach, I often hear these concerns from my clients. Today, I want to share insights on mastering the follow-up after a sales call or demo to close more deals.
Understanding the Importance of the Follow-Up
A common dilemma among software salespeople is whether to follow up at all. Some fear they might come across as pushy or annoying, while others worry about using the wrong method or saying the wrong thing. However, if you genuinely believe in the value of your product, it’s crucial to ensure your prospects understand how it can benefit them. If your product can improve their business or life, you must ensure they get it.
Shifting the Mindset
When you believe your software product or service will make your buyer better off, it’s easier to overcome the fear of following up. Instead of thinking, “I don’t want to bug them,” think, “How can I ensure they realize the benefits of my product?” If your product is truly remarkable, your prospects are fortunate to have the opportunity to use it. This mindset shift can boost your confidence and commitment to follow up diligently.
The Gentleman’s Dilemma
Many software salespeople hesitate to follow up because they want to be polite and not come across as pushy. However, politeness shouldn’t hinder your ability to help your prospects. Keeping the deal moving forward is essential for their improvement. They need to see that your product can lead them to a better place, and consistent follow-ups are a part of that process.
The Power of Consistent Follow-Up
A year ago, I conducted a sales process audit for a client. This involved mystery shopping their sales team by submitting leads with fake profiles. Through this audit, I observed a fascinating pattern: two sales reps conducted demos with similar quality and scored the same. However, one rep had double the close rate of the other. The difference? Follow-ups.
The successful rep averaged 13 follow-ups per demo, while the other rep only managed an average of 1.5 follow-ups. This stark contrast underscores the importance of persistence. Studies show that 80% of deals are won after the fifth follow-up. So, following up just once or twice is not enough. Persistence is key.
Crafting an Effective Follow-Up Process
To ensure you’re following up effectively, having a well-defined process is crucial. Here are some steps to help you create an effective follow-up strategy:
- Set a Follow-Up Cadence: Establish a schedule for your follow-ups. This might include a combination of calls, emails, and messages spaced out over days, weeks, or months.
- Use a CRM System: Track your follow-ups using a CRM system. This helps you stay organized and ensures no prospect falls through the cracks.
- Personalize Your Approach: Tailor your follow-ups to each prospect. Reference specific points from previous conversations to show you’re attentive and invested in their needs.
- Provide Value in Each Interaction: Make sure each follow-up offers value. Share relevant insights, updates, or resources to help them see your product’s benefits.
- Be Persistent, Not Annoying: There’s a fine line between persistence and annoying. If you consistently provide value and demonstrate how your product can help, your follow-ups will be appreciated.
Real-World Success Stories
Many of my clients have experienced success by implementing a structured follow-up process. One client, initially skeptical, followed my advice and kept up with their follow-ups. After 18 unanswered attempts, the 19th follow-up finally closed the deal. Persistence paid off.
Conclusion
Effective follow-ups are crucial for closing deals and helping your prospects realize the value of your software product or service. Shift your mindset to see follow-ups as a way to help, not hassle, your prospects. Craft a structured follow-up process and stay persistent. Remember, it’s in their best interest for you to keep them focused on the potential improvements your product offers. So, follow up, follow up, follow up—until you close the deal.
