In today’s competitive market, it’s not uncommon for salespeople to engage prospects who go silent. You may send numerous emails or make multiple calls only to be met with no response.
If you’re facing this challenge, it might indicate that your follow-up strategy needs adjustment.
Here are four critical mistakes to avoid when trying to reconnect with a B2B prospect:
- Overreliance on email: It often takes time to get a timely response. Consider how many emails you’ve left unread—your prospects are likely doing the same. To increase your chances of getting a reply, prioritize phone calls over emails. If calling isn’t possible, leave a voicemail and send a brief follow-up email, noting that you’ll try to reach them again soon.
- Allowing Prospects to Ignore Your Follow-Up Waiting: Following up after sending an email or leaving a voicemail can be very helpful. However, you risk losing the prospect’s attention to competitors by giving too much space. Be persistent but polite. If a meeting is cancelled, quickly propose an alternative time. Show that you’re still engaged and ready to address their needs, keeping yourself in their consideration.
- Providing a Message with Little Value A follow-up that only checks in without offering substantial value will likely be ignored. Prospects need to see the benefit of responding to you. Instead of asking vague questions like “How are you?” or “Are you still interested?”, focus on how you can help solve their specific problems. For example, aim to set up a meeting to discuss tailored solutions, demonstrating that you’re prepared to address their unique challenges.
- Failing to Include a Clear Call to Action Every follow-up should end with a clear call to action. Don’t simply ask prospects to get back to you when they can; instead, direct them to a specific next step. That could be requesting a status update, scheduling a meeting, or connecting with another relevant person within their organization. Make it clear what you want them to do next to keep the conversation moving forward.
Avoid these pitfalls to enhance your follow-up strategy and improve your chances of successfully re-engaging with prospects.
