Many sales reps only make 2 attempts to reach a prospect, but studies show that 50% of sales happen after the fifth follow-up. It’s not enough to fire off some emails or dial some numbers — it’s about forging connections and building relationships. Prospects feel valued when you check in with them and aim to be helpful.

While there’s no magic formula to guarantee you’ll close the deal, you can follow a few best practices. In this issue of PromoPro Daily, we highlight a post from Eilis McCann, an SEO and content marketing expert at Method, on the essential actions you should take after every sales call.

1. Establish a follow-up plan. Effective follow-up begins with solid organization. The best sales reps don’t do things willy-nilly, McCann says. Instead, they have a plan, which is a comprehensive strategy with some deliberate thought behind it.

2. Don’t get stuck on timing. Most sales reps worry about following up too soon or too late. They don’t want to appear overeager, but they also don’t want to seem uninterested. There’s no definitive answer, McCann says, but it can help to think through some key questions. For example, what’s the main pain point the prospect is facing? This is what you should focus on as you follow up. Also, do you know the decision-makers? Make sure you follow up with the right people.

3. Follow up using different channels. Consider your prospect’s generation when following up. For example, baby boomers may prefer phone calls while the Gen Z population may feel comfortable using social media in the same way their parents used the phone.

4. Provide non-sales content. Did you read a great piece in PPAI Magazine? Share it with your prospects. You could also provide them with helpful resources like infographics or white papers. McCann says that engaging with non-sales content is a great way to show that you understand their struggles while giving them something free they can use right away.

5. Don’t just “check in.” These types of follow-ups don’t tend to yield many results, McCann says. You should always have a clear reason for following up, even if it’s just sending a helpful article their way. McCann says you can also keep the conversation going by commenting on the prospect’s social media posts or online content. Offer your appreciation for their insight and perspective, and be ready to suggest the next step, whether that’s a meeting or providing a promo sample.

Even if you face objections, don’t give up too early. Persistence is key to succeeding in sales. After every sales call, create a follow-up plan, reach out through multiple channels and always have a clear intent when following up. Your goal is to continue the conversation so that when the prospect is ready to buy promo, they’ll think of you first.

Compiled by Audrey Sellers
Source: Eilis McCann leads the SEO and content marketing efforts at Method, a QuickBooks CRM.