Your Journey to Success Starts with Effective Follow-Up

In the fast-paced world of commercial real estate, sales, and brokerage, one factor stands out as the linchpin of success: the art of follow-up.

When I first started my career...I was the pushy car salesman. It took trial (and LOTS of error) to realize that was never going to work and it wasn't the reputation I wanted to build.

I immediately shifted my perspective on the sales follow-up process and found what has worked for me to build a strong personal brand that entails authenticity, genuine care, trust, and value.

I believe following these tips will help you do the same.

The Problem: The Balance Between Persistence and Annoyance

Once you've had a compelling conversation with a potential client you need to make an impact while you are top of mind. Countless times, valuable leads slip through the cracks because you've either waited too long to reach out and close the deal or you are overly intrusive.

Have you heard of the term "golden hour" in sales and marketing? It emphasizes the fact that your leads are going to be the MOST receptive to your proposal right after the initial interaction. Failing to capitalize on this critical period can result in diminished interest, reduced response rates, and ultimately, lost opportunities.

On the other hand, the sales process is not just about closing a deal. Given the fact that you most likely will do some kind of sales, in your career you need to think about long-term relationships.

A pushy approach might result in a quick sale, but it could jeopardize the potential for future business opportunities. Taking a more patient and relationship-focused approach can lead to sustained success.

The question then becomes: How do you strike that delicate balance between persistence and annoyance?

The Follow-Up Blueprint:

1. Immediate Aftermath: Following a conversation, the first crucial step is an immediate follow-up email. In this message, briefly recap the discussion, address any concerns raised by the client, and outline the solutions you can provide. This is one, if not, the most important part of the process. Your email serves as a reference point and ensures that your proposal is preserved in writing. They will be able to have this in hand, accessible whenever they need to look back on what you discussed in your conversation.
2. Future Concerns Addressed: Anticipate future concerns and questions your potential client might have. Think about what questions past clients had and address them before they even come up. By proactively addressing these points in your follow-up, you will be able to show your foresight and commitment to their needs.
3. The Art of Patience: Here's the key – don't rush. Allow your proposal to marinate in their thoughts. Do not pressure your client into making a decision. Give them the breathing space to process the value you've presented. Authenticity prevails over pushiness.

A Genuine Approach: The Path to Longevity

Authenticity and genuineness – these are the attributes that you want to sustain your reputation as a sales professional. The impression you leave on a potential client resonates beyond the transaction itself. Embrace your role as a guide rather than a salesperson. Your representation now is an investment in the relationships of tomorrow.

Closing the Deal: Secrets from "Never Split the Difference"

One piece of advice that significantly elevated my understanding of negotiations is the book "Never Split the Difference." Its core principle is to provide value while being firm. It's about respecting your value and that of your client, without compromising the essence of your proposal. A must-read for anyone serious about mastering the art of negotiation.

Elevate Your Sales Game

To dive deeper, I encourage you to subscribe to my YouTube channel. Here, you'll find not only my experiences and advice but also my interview with some of the top minds in the commercial real estate industry.

Tune in to hear their wisdom, insight, and their stories of success on how they got to where they are today. We all have to start somewhere. Invest in yourself and your business and you will succeed!

Best,

Branson Bowen