From First Touch, to Follow Up, to Break Up.
No.1: The “Free to Chat?” Email That Opens Up the Conversation
Follow Up Best Practice: Connect More Effectively With People Who Downloaded Information From Your Website
Scenario: You’re getting back to someone who downloaded a whitepaper or an e-book
Contributor: Rachel Miller, Sandler Training
The rules change just a bit when you are following up with prospects who have just downloaded information (for example, white papers like this one) from your website. These exchanges are in a different category from people who sent a direct email requesting information and specific answers. Of course, some of the principles and techniques previously discussed still apply. Here are the best guidelines to follow.
Respond as quickly as possible. This point is worth emphasizing. The chances are high that the prospect has made inquiries to competitors. Studies show that in many cases responding more than thirty minutes after the prospect’s inquiry can be too late! You are in a horse race to decide who gets ahold of the prospect first. Whoever does is likeliest to win the deal.
In this case, you DO want to call first whenever possible, instead of emailing first. This is because response time is key. If you call and don’t reach the prospect, you can leave a message like this: “Hi Jack, this is Greg from Sandler Training. Thank you so much for reaching out and downloading our eBook, ‘Why Salespeople Fail and What to Do about It.’ I have a question for you. It’s kind of important, but not urgent, so please give me a call when you get a chance at 123-456-7890. Thanks.”
If you get the prospect on the phone, or when he calls back, establish appropriate rapport and then ask a question like this: “Can you help me with why you were interested in the white paper, and what you were hoping to learn?” This technique will help you to engage the prospect in a meaningful conversation and find out whether there are challenges in his world that you can help to address.