Effective follow-up for repeat business is essential to maintaining strong client relationships and generating new opportunities. By using unique and thoughtful follow-up strategies, you can stand out to past clients and increase your chances of securing repeat business.
For those who work with companies and provide them with services or products, this situation may sound familiar: a company reaches out (or you initiated contact), you discuss their needs and send a quote, but then… silence.
They don’t get back to you, leaving you wondering what happened.
So, what now?
You could wait, thinking, “I did my part; the ball is in their court.”
But I’m a believer in being proactive—what in Judaism is called “hishtadlut,” the effort on our part, even while leaving the outcome to higher powers.
In sales, it’s called “follow-up.”
Here’s why a follow-up is often essential.
Based on two decades of consulting experience, I’ve found that companies don’t usually go silent because they chose another provider. Often, it’s due to delayed decisions, postponed projects, holidays, or simply lost proposals in the company’s internal system.
So, how can you stand out and follow up in a way that’s memorable?
Effective Follow-Up:
Most people follow up by “checking in,” but this can come across as annoying or self-serving. Instead, try a more creative, giving approach called “Reason to Call (RTC).” Here are a few examples:
- “Hey, Pazit! Remember when we discussed [topic]? A new article just came out about it. I thought you’d find it interesting—sending it over.”
- “We talked about market changes in our last call, and now there’s a new law that could impact you. Here’s a quick overview of what’s ahead.”
- “I was at a client’s event today, and it reminded me of what we discussed. Here are some pictures and insights from that activity!”
Each example here has a few things in common:
- You’re Giving, Not Taking: Offering value, be it through connections, insights, tips, or invitations—before they even hire you.
- You Show You Care: You remember your conversations and demonstrate genuine interest in helping them.
- You Bring Something New: Your follow-up isn’t just a check-in; it adds value and surprises them with something they didn’t expect.
For example, in a recent international speakers’ meeting, one speaker shared a tip:
instead of following up with
“So, when can we schedule a workshop?”
try,
“I’ve got some new content ideas that would be perfect for your next session. Do you have a date available?”
Make Your Follow-Up Original, Quality, and Meaningful. Give them a Reason to Call.
Remember, effective follow-up for repeat business isn’t just about checking in; it’s about offering value and building a lasting connection. Implement these strategies, and you’ll increase your chances of turning one-time clients into loyal, repeat customers.
Questions, insights, or want to connect?
There’s your reason to reach out!
Warmly,
Dr. Yaniv Zaid
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