From Ghosted to Great: Revitalising Connections with Strategic Follow-Up

So, I recently posted a tip on my profile around follow up and I was surprised how many people engaged and commented on the post. So, it seems follow-up is a big subject in the business community. It's remarkable how reluctance to follow up persists, likely stemming from apprehension or uncertainty. Consequently, frustration often arises when follow-ups go unanswered (or as one of my connections mentioned – ghosted!). To address this prevalent issue, here are comprehensive tips on mastering the art of follow-up:

Assume you should:

Firstly, always assume that people expect you to follow up. If you have been engaged with a business or have responded to an enquiry, rather than defaulting to “I’m sure they won’t want me to bother them” change your thinking to recognise that follow-up is an expected and essential aspect of business communication. Rather than hesitating out of fear of intrusion, embrace follow-up as a courteous gesture. Numerous success stories underscore the pivotal role of follow-up in closing sales, I have personally experienced this where clients have said part of the reason, I won the deal was due to consistent follow. ?By initiating follow-ups, you demonstrate proactive engagement, ensuring alignment and preventing potential misunderstandings.

Get to ‘no’ quickly:

Swiftly discerning a prospect's intentions regarding your proposal is paramount. Employing open-ended questions facilitates transparent communication, enabling you to gauge their level of interest accurately. Embracing a prompt "no" fosters efficiency, allowing both parties to redirect their efforts accordingly and save valuable time.

Sometimes it’s difficult for a prospect to tell you that they won’t be going ahead especially if you have built up a rapport with them. The reality is though there can be lots of reasons why a prospect isn’t going to proceed it could be budget, favoured supplier by a higher authority, not proceeding with the requirement at this stage etc. So, encouraging the prospect to be open about where they are at with their decision-making can take the pressure off them and of course you.

Dealing with "Ghosting":

I love this term I never heard it in a business context until recently but it’s a great term (thanks Steve!) to use around the lack of response to your follow-up. ?According to the dictionary, Ghosting is “the practice of ending a relationship with someone suddenly and without explanation?withdrawing ?from all communication.”

If faced with unresponsiveness despite diligent follow-up attempts, it's crucial to navigate the situation gracefully. Extend a courteous email acknowledging the lack of response, leaving the door open for future engagement. Respectfully acknowledging their silence and providing comprehensive contact details demonstrates professionalism while honouring their autonomy in reinitiating communication.

View Communication as Relationship Building:

Every interaction with prospects or clients serves as a building block for fostering strong relationships. Whether it's answering phone calls promptly, responding to emails promptly, or diligently following up on quotations, each engagement contributes to shaping perceptions of reliability and professionalism. Embrace follow-up as a pivotal component of the sales process, prioritising seamless communication to alleviate the burden on the other party.

?In essence, effective follow-up transcends mere persistence; it's about nurturing positive relationships and ensuring clarity in communication. By adopting proactive follow-up strategies and navigating instances of "ghosting" with grace, you can cultivate enduring connections and drive sustained business success.

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Claire – Out of the Cage

I provide a range of marketing and sales services to help businesses grow.

www.outofthecage.co.uk