How can you balance the frequency and quality of your outside sales follow-up messages?

1 Set clear expectations

The first step to balance the frequency and quality of your follow-up messages is to set clear expectations with your prospects and customers from the start. Let them know what the next steps are, when they can expect to hear from you, and how they can reach you if they have any questions or concerns. This way, you can avoid confusion, frustration, and missed opportunities. You can also use this opportunity to ask them about their preferred communication channels, frequency, and timing, and tailor your follow-up accordingly.

2 Follow a cadence

The second step to balance the frequency and quality of your follow-up messages is to follow a cadence that aligns with your sales cycle and your prospects' and customers' needs. A cadence is a sequence of touchpoints that you use to move your leads through the sales funnel, from awareness to decision. A cadence can include phone calls, emails, texts, social media messages, and face-to-face meetings. The optimal cadence will vary depending on your industry, product, and target audience, but a general rule of thumb is to follow up within 24 hours of each interaction, and then every 3-5 days until you get a response or a resolution.

3 Add value and relevance

The third step to balance the frequency and quality of your follow-up messages is to add value and relevance in each communication. You don't want to send generic or repetitive messages that don't address your prospects' and customers' pain points, goals, or interests. Instead, you want to provide them with useful information, insights, or solutions that can help them make a decision or achieve a desired outcome. For example, you can share case studies, testimonials, demos, offers, or invitations that are relevant to their stage in the sales cycle, their industry, or their persona.

4 Personalize and customize

The fourth step to balance the frequency and quality of your follow-up messages is to personalize and customize them according to your prospects' and customers' profiles, behaviors, and feedback. You don't want to send mass emails or generic scripts that don't reflect your relationship or your understanding of their needs. Instead, you want to use their names, refer to their specific situations, and acknowledge their previous interactions. You can also use tools like CRM software, email tracking, or analytics to segment your audience, track their engagement, and tailor your messages accordingly.

5 Test and optimize

The fifth step to balance the frequency and quality of your follow-up messages is to test and optimize them based on your results and feedback. You don't want to stick to a rigid or outdated follow-up strategy that doesn't work for your prospects and customers. Instead, you want to measure the effectiveness of your follow-up messages, such as the open rate, response rate, conversion rate, or retention rate. You can also ask for feedback from your prospects and customers, such as their satisfaction, preferences, or objections. Based on these data, you can adjust your follow-up frequency, quality, or content to improve your performance and outcomes.

6 Be respectful and professional

The sixth and final step to balance the frequency and quality of your follow-up messages is to be respectful and professional in each communication. You don't want to be too aggressive, annoying, or intrusive with your follow-up messages, as this can damage your reputation and relationship. Instead, you want to be polite, courteous, and empathetic with your prospects and customers, and respect their time, privacy, and boundaries. You can also use positive language, tone, and humor to build rapport and trust. And if you don't get a response or a resolution after a reasonable number of follow-up messages, you can politely end the conversation and move on to other opportunities.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?