When making a follow-up sales call, or sending an email, it’s important to remember a few keys steps. When, and using what method do you make your sales call? How often should you check-in? What should you say and are there certain questions you should ask? What are you looking to accomplish from the sales call?

When to check-in

Previous interactions you have had with your potential customer should be shaping your future conversations with them. Having a CRM will help you track this information. Consider the time of day that you have had conversations with them or received email responses. These times should be the target for your follow-ups. How about the preferred method of communication – do you email or call with no response, but texts are answered right away. Stick with that as your primary method of communication.

Avoid being a pest

While you don’t want to be the annoying pushy salesperson that calls three times a day, you also don’t want to be forgotten. The frequency of your check-ins depends on where you are in your sales process. If the customer told you they have a lot going on and you have agreed to reach out again in two months, don’t call them two weeks later. However, if they say they aren’t ready until next year, make sure you don’t wait that long to reach out to them again. Remember, things change.

Changes frequently occur

Regardless of if it’s been a couple weeks or a couple months since you last spoke, ask the question “Has anything changed since we last spoke?” You may gain valuable insight to a new issue that has arisen for them, or another new product or service that they have started using that will change the direction of your sales pitch. This question is vital to keeping the conversation going in the right direction.

Go for the Goal

Go into each call with a goal in mind. The goal of every call is not closing the sale. If you have a 9 month sales cycle, don’t go into one of your first calls pushing for the close. If you have qualified and educated your prospect, and after review of your sales process you are ready to go in for the close, don’t get side tracked on your call, make sure you go for it.

While you need to be flexible to the customer’s needs based upon the conversation that comes up, focus on your goal. Remember, the call is about them, so you should be asking questions that you can use for future communications with them. Always finish the call or conversation letting them know what the next step is or when you will follow-up next.