Someone I spoke with recently told me that she’s heard that 90 percent of sales come after the sixth sales call, but most people stop long before that. There are many variations on this theme, but essentially in order to get what you want, be it a sale or a job, you have to be tenacious, focused and persistent.
A lot of people seem confused about what constitutes great follow-up. Some are worried about annoying others if they’re overly persistent. Others don’t seem to understand that they are rubbing people the wrong way. Striking the right balance can bring so many rewards that it’s worth figuring out the right way to go about it.
We all know this. I am not telling you anything new. So why it is so difficult for many people?
I think much of the confusion could be cleared up by focusing on follow-up as a way of building a relationship. Good follow-up is about good communication. If you show a consistent level of respectful interest, you will send the message that your interest in the job, sale or business relationship is sincere.
Here are a few good reasons to follow-up that will help build a strong relationship:
- Keep the other person informed. If you’ve interviewed with someone else in the organization, drop your main contact a quick note to let them know how it went. Set a date for a meeting? Keep your contact in the loop note to let them know.
- Respect personal boundaries. Call during business hours only. If your contact has told you when to expect an answer or next step, make note of it and make sure you do not pester them in the meantime.
- Be courteous and considerate. “Please” and “thank you” — so simple and they still go such a long way!
- Offer genuine compliments. Is there something you appreciate or have noticed that your contact does particularly well? Let them know. This should be simple and spontaneous, not schmoozy.
- Clarify needs and expectations. A good tactic is to repeat back to the person what they’ve asked of you, to confirm what’s expected. Good clarifying questions to ask are, “Is this what you mean?” or “Did I answer your question?” or “Is there anything else?”
- Be responsive. Answer your phone (simple, but there are some people who never seem to) or return your calls as soon as possible. This means preferably within one to four hours or the same business day.
- Figure out the times and contact methods the other person prefers. Some people are more responsive to email, some to phone calls. Is texting okay? Some people love it, others reserve it for those they know well. One manager I work with thinks that follow-up via email is not appropriate for sales candidates because sales are made in person, not via email (see #5).
- Give the other person an opportunity to respond. As anxious as you might be, sometimes you need to sit back and wait.
- Don’t overreact. And don’t make too many assumptions. Some times it takes longer than any of us would like to reach a conclusion, so don’t pack it in too soon. Stick with it until you have a clear answer. Continuing to show your interest is the best way to keep your contact interested in you.
- Add value. Share a new piece of information about what you have to offer, or something that you think may benefit or interest your contact.
There is no single approach that works for every contact. It takes time and attention to figure out what works best. That’s where the relationship-building comes in. Taking the time in the early stages to understand this up front will pay off in the end.
Lisa McCallister specializes in recruiting for medical device sales and marketing positions with an operating room focus, such as orthopedics, electrosurgery, endoscopy and a wide range of surgical specialties. She has recruited two Rookie of the Year award winners. Connect with her on LinkedIn or check out her blog, MyJobScope.com.