The Sales Follow-up Call - Why, When, and How

According to the Marketing Donut, 80% of sales deals don’t get closed until after the 5th follow-up call. Shockingly, in practice, nearly half of the sales reps give up after the first “no”. What this means is that having a persistent follow-up strategy already puts you ahead of your competition and is crucial for your success in sales.

When is the best time to make a follow-up call?

The best days to contact leads are Wednesday and Thursday. Avoid sales calls on Mondays. Paying attention to these findings from the Lead Response Management Study can increase your contact and qualification ratios up to 50%. Also, try to avoid calling prospects in the middle of the day. Right in the morning or in the late afternoon will bring you the most success.

But enough about the right day and time for sales calls. What we think is even more critical, is the interval between the calls. Ideally, you already scheduled a fixed time in the previous call for the follow-up call. This is the nice thing to do and ensures that you will not just end up leaving a voicemail. The period between the calls should be no longer than one week. This ensures that all the information you already gave your customer is still fresh in his memory.

If possible, keep the calls short - 30 minutes should be sufficient if you’re well prepared. Your prospects will thank you for not stealing too much of their time.

What does a perfect follow-up call look like?

The first thing you should do during every follow-up call is reference the last call. Summarize what you agreed on previously and what the goal of this call should be. Don’t be afraid to repeat something. Decision makers get a lot of information every day and can easily forget something. Giving someone specific information repeatedly helps them to process the information better and start to believe it easier.

Also, make sure that your prospect get’s a chance to speak as well to keep the conversation balanced. Don’t interrupt. Use simple questions to guide the prospect to tell you the information you need. You can also summarize or repeat answers to make sure there is no misunderstanding.

Last but not least, never end a call without defining the next step. This could be a next call, an on-site visit, a product demo, or a free trial. Also, make sure to recap this decision in an email after the call. These follow-up emails ensure that any action items or responsibilities are clear to both sides.

Persistence is crucial for being a successful sales representative. Especially in B2B, sales is about having a strong customer relationship. However, make sure that the conversation remains polite and personal at all times. In the unforeseen case that a prospect asks you not to contact him anymore, respect his decision.

If you want some more tips on how to make perfect sales calls check-out our free sales call cheat sheet collection! Download the guide to get pre and post-call checklists, a perfect structure for all your sales call and best practice questions and talking points.

Published 2 months ago.
3 minute read.

Veronika Traublinger

Share this article:

Stay in the loop

About this blog:
Insights, actionable advice & interviews with sales rockstars aimed at helping you grow your company and put your sales career on the fast track.