Email is one of the most convenient communication tools for following up with a potential customer, after an initial introduction or inquiry. A well-written, personalized follow-up email can make an impact that not only dramatically increases the chances of receiving a response, but also increases the odds of converting leads to sales. 

Despite the ease of email, many salespeople fail to utilize the resources at hand or when they do they fall short making common mistakes in communications. As a result, potential customers, considered warm leads, do not convert. To help increase sales results, we’ve outlined key mistakes to avoid when writing a follow-up email:

Timing your follow-up

It is important to realize that as the salesperson, you are playing the long game. While it is tempting to follow-up immediately after a sales pitch, patience will be rewarded. It’s better to take time to draft a well-crafted and personalized email one or two days after the initial touchpoint. This says more to a potential customer than an automated email message sent out five minutes after you make your pitch.

In contrast, waiting too long to follow up is also a big mistake. The longer you wait to reach out to a potential customer, the less likely you will convert a lead to a sale. Timing is everything when sending a follow-up email. You want to remind potential customers about your product or service while it is still in their minds, but you don’t want to appear too pushy or impersonal. The goal is to hit the sweet spot and send a follow-up email that generates a positive response.

Follow-up frequency

Sending two, three or even four follow-up emails can make the difference between a sale made and a sale lost. While sending more than one email may seem like you are bothering the potential customer, a study by Velocify found that 93% of converted leads are reached by the sixth attempt. As we mentioned earlier, sales is a long game, so do not be afraid to consistently remind potential clients of your availability to answer any questions or share any new product or service information.

Pro tip: Every email must include substance and variety. The key is to move the conversation forward, so providing a concrete reason for a response is essential.

Going it alone

Many salespeople make the mistake of wanting to do all of the work on their own to ensure credit for closing a prospective client. If you are in sales for a large company, it is essential to coordinate with other members of the sales and  marketing teams. In some cases, marketing will even take responsibility for follow-up email communications to help facilitate sales. When everyone understands their respective roles and collaborates as a team to share information, it enhances the sales process and ultimately generates more results .

Failing to track touchpoints

Successful sales performance is more likely when companies properly track touchpoints with current and potential clients. Gathering pertinent information helps learn more about what a customer is looking for and helps the organization know if what if the sales process is working effectively. When a company utilizes a CRM that integrates with its marketing efforts, sales can capture data and touchpoints can automatically be tracked. This takes us back to our first point, ensuring potential customers are being contacted in a timely manner with personalized messaging. 

At ApostleTech, our CRM solutions can be integrated with Email, which allows sales and marketing to streamline the follow-up process and to avoid common mistakes. If you are interested in enhancing your sales process and generating increased results, our experts are available to learn what you need for your business, and develop a software solution to help automate your marketing operations. For more information or to request a demo, please contact us today.