You just did a client presentation and they seemed to be interested in your company’s offering. Now what? What are you doing to follow up? I have a great example of a vendor that really understands the right way to reach out. A week ago, we were approached by a firm that provides some very useful technology related to website optimization. They have a very compelling offering and my team and I were impressed by the tools they showed. We’re not ready to move forward, but I did express interest in having them circle back in a couple of months. Today, we received follow up correspondence that was direct, concise and centered on points that clearly matter, ROI. They discussed how the return on investment would translate through better use of our web presence, more visitors and a higher conversion from visitor to customer. To be honest, in the high-touch world we work in, I’m not looking to instantly turn our website into a cash register. However, because of the great value found at www.actusmr.com and here on our blog, I would love to see more visitors find us so they can see the value in what we’re offering. Still, I’m not ready to move forward with their solutions. However, if I were, their approach would have worked great to seal the deal. They were respectful of my time, they sent very valuable information, they provided links to case studies and white papers, and they included a link to a very valuable article. Even without me agreeing to purchase their product, they gave me valuable information. In essence, I see them as a company that provides value. When I am ready to buy, they will be at the top of the list.

Did I mention concise? They accomplished everything I mentioned, above, with 125 total words. How many words are you using in your follow up messages? If you find you’re sending multiple paragraphs or long emails, the recipient may be hitting delete before you get your point across. Instead of long-winded emails or providing too much information, be direct. Here are some points to consider when you send your next follow up correspondence:

• Get to the point quickly.
• Avoid paragraphs of information, instead use short bulleted lists or numbered lists.
• Focus on the value you are offering.
• If you can show them a return on their investment, make it a point on your list.
• Show them how you are different.
• Keep the message short and to the point (Can you make your point with 125 words?).
• If you want to share more information (such as white papers, case studies or articles), provide a link to the sites.
• Ask a thought provoking question that plays to your strengths or differentiation.

In addition to the above list, consider including some call to action. Asking questions, providing a special incentive, sending them information which leads them to visit your site or finding some other way to get them to reach out to you creates an opportunity. Each step takes them closer to seeing you as a trusted resource, which is one step closer to a sale.

If you can be brief and your points are focused on the value you provide, they just might read your entire message. Email and other forms of written communication are powerful, but when you try and accomplish too much, are you really conveying your intended value? Are you seen as a resource? Think about your current approach and if it doesn’t fit the model I’ve described, you might want to go back to the drawing board.

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