Follow up, follow up and follow up some more

Sales is not always easy. As a salesman, you’re faced daily with rejection, difficult users, undecided leads, long sales cycles, unresponsive prospects and short attention span from people trying out your products or services. In time, sales people develop patterns of interaction with their leads and these are formed inevitably over time, as sales agents need to interact with various types of personalities and put up with different behaviors.

For example, after many rejections, you learn to deal with it by accepting it as part and cost of doing business. It doesn’t affect you in the same way it affected you when you started. This is true for almost everything. Experience means you can know intuitively how to deal with certain types of situations.

One of the many realizations that come with experience is the fact that you have to follow up as many times as required until you get either a Yes or a No. Some sales people are not put up by a No and they will keep going even after they hear a No. Only after a few No-s they will realize that the lead has gone cold and they will not be able to close the deal. The important thing though is that you just cannot stop until you get that Yes or No.

That means following up with calls, emails, social media. Sometimes following up is hard, especially if the prospect seems annoyed or appears to be ignoring the calls, emails, social media interactions, etc. In time you realize it’s generally not personal – these people have their own priorities, they’re busy trying to run their own businesses or their lives and your call, email or social media interaction is probably not at the top of their list. Some other times people lose your email in their inbox, or your email catches them at the wrong time and then they forget about your email. If they’re anything like me, if I don’t reply to an email when I first see it, the likelihood I will never reply to it is very high. A lot of people are like that. It’s how the human attention span works – it moves on very quickly and many times doesn’t go back to revisit items in the past.

So you have to follow up. To make it easier, just assume they have not received the email you had sent them previously. Assume they’re really interested but missed your initial email because they got another call at the same time. Send them a follow up asking them what they think about it. Then send them another after a few days. Many people will see this as a positive sales attitude, not as something annoying. If they really want you to stop, all they have to do is say “No, not interested”. Until you get that, keep going.

I can’t tell you how many times I have got something unexpected by simply following up even when normally I would give up. Many times you get rejections, but there is useful information even in rejections. Rejections can give you interesting insights into how customers think, how they solve problems, how their business work and they can also tell you what your products and services are failing at. Sometimes all you have to do is ask – many people are prepared to give you that information if you ask.

So don’t stop, keep asking, keep following up.