Tips for Creating Your Own Sales Follow-up Email


When crafting a sales follow-up message, be sure to use your own voice and style. Always keep in mind, however, that all sales messages should be written keeping the goal of moving a lead along in the sales process in mind.
Here are four tips to formulate your own follow-up email template:

Encourage Conversation

While an email can be used to provide a quick answer to a client, the goal of any message should be to encourage additional conversation.
Ways to encourage conversation include:
·         Ask open-ended questions:
Avoid asking questions that can be answered with a quick yes or no, since a more lengthy response can often provide you with details related to their pain points.
·         Keep it positive and professional: 
Frame your messages around what you can do versus what you can’t. Avoid jokes, unless your client has used one first, and saying things like “I’ll have to,” as this implies you’ve been burdened by the client.
·         Match their style: 
If your clients are typically data-driven, use facts in your emails. If they are more relationship-driven, be more personal in your tone.
·         Respect their time: 
As a general rule, shorter is better. I recommend keeping any email communication under 200 words. That will help keep your messages short and to the point. Ask for an appointment if you need more time to share information.

Describe How You Can Help Meet Their Needs

Messages should always restate their problem or question as you understand it, offer a potential solution or answer based on your understanding, and detail how your solution benefits them. If your email will be targeted to newer clients or leads higher up in your sales pipeline, it is also a good idea to include mention of relevant customer testimonials or endorsements.

Include a Call to Action

The call to action is a statement designed to result in an action by the reader. Calls to action are also a great way to encourage additional conversation.
The call to action, however, should never be inserted in a sales message before you have established your value. This is especially true in introduction sales emails. You can read about additional tips and strategies for making the most of your email in our article on email marketing.

Give Your Contact Information

Provide your customers and your potential clients with a way to contact you for more information at the bottom of your email. This is also known as your email signature.
This is another easy way to let the client know that you want to hear from them through whatever communication channel is best for them.


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