Research by Invesp suggests that 80% of sales require at least five follow-ups after the initial meeting. Despite this, 44% of salespeople give up after one call. But, why? Often because they fear being a nuisance, fear of knock back, fear of judgment. But the truth is: many deals are lost in this fear and the silence that comes after.
Whilst most sales professionals direct their attention towards crafting the perfect initial pitch, it’s evident that follow-ups shouldn’t be just a courtesy and should be purposefully implemented into your core sales strategy and process.
Why follow-ups matter more in the green sector
In the green sector, sales conversations are rarely just about prices, products or timelines. When the decisions your prospects are making carry environmental and often reputational weight for their business, the sales conversation becomes about trust.
Unlike other industries, green sector sales tend to involve:
- Complex decision cycles.
- Higher scrutiny on claims and outcomes.
- Emphasis on transparency and honesty.
That’s why what happens after the initial sales conversation matters just as much, if not more, than the conversation itself. Follow-ups act as a catalyst for action, transforming passive interest into concrete effort and demonstrating your core values as a sales professional.
In this blog, we’ll walk you through the implications of your current follow-ups or lack thereof, and how you can take steps towards strengthening your approach.
Common mistakes
As important as follow-ups are, not all of them are successful at moving a deal forward. In many cases, poor follow-ups can do more damage than good. That’s why it’s important to take the time to learn how to do it effectively.
The most common mistakes professionals make are:
- Generic check ins: Vague messages (emails or voice recordings) that don’t engage, excite or bring any value to your prospect.
- Failing to listen: Ignoring the client’s wishes and needs, focusing on what you think they want, rather than knowing what they really want and need.
- Giving up too soon: Assuming a lack of response (aka ghosting!) is an immediate rejection of everything you have proposed.
These mistakes often stem from not understanding how people buy, rather than utilising follow ups as a strategic opportunity. A well thought out follow-up can strengthen trust and shape the prospect’s perception of both you and the business you represent.
But what does a not so well thought out follow-up lead to?
The hidden cost of weak follow-ups
It’s easy to assume that the previously mentioned mistakes will simply cost you the sale, right? Although this is true, there are many other hidden costs to not only yourself, but to the prospect as well.
Consequences include:
- Delayed project implementation.
- Missed environmental targets and reduced impact.
- Misalignment amongst stakeholders.
All of the above may lead to the biggest hidden cost of all; the loss of a potential long-standing relationship. As we have established, sales in the green sector are more complex than most, meaning your client is placing a lot of trust in you. Lose that trust and you may have just missed out on a partnership that could’ve provided plenty of opportunities for the future.
What ‘closing the loop’ really looks like
Now you’re able to identify your gaps and understand the weight of their implications, it’s time to take steps towards creating effective follow-ups. These are intentional and relevant, ensuring that your loop is closed with a clear conclusion.
Here’s what that looks like in practice:
- Value-driven content: Give the customer a reason to want to engage, with insights and resources.
- Personalisation: Prove you’ve truly listened to your client by referencing previous conversations and important pain points.
- Documented decisions and actions: Be clear with your client about deadlines and intentions. Follow through so your client knows what to expect.
It’s about creating a system where nothing can fall through the gaps. Always start with taking ownership of the conversation, don’t leave it down to the customer to get back to you, as they often won’t. Remember, they are busy so make it as easy as possible for them and good things are sure to follow.
When is the right time to stop?
There’s a fine line before being consistent turns into being intrusive. In sales, knowing when to stop is just as important as following up effectively.
Here are some considerations that it might be time to take a step back:
- No response on multiple occasions: if the stats say 10 – 12 follow ups needed on average, then some sales happen with even more than that! You have to balance your time and effort chasing this prospect, with what you would do with that time and effort on another prospect.
- One-sided conversations: if the prospect is avoiding taking any meaningful steps forward, then has the process run its course and the client doesn’t want to tell you? Maybe calling it out to ask “we’ve been talking for a while with no progress, shall we call time on this opportunity and look to the future?”
- Is the timing right?: don’t force urgency unless you are talking directly with the decision maker. Sometimes sales need to be parked and you live to fight another day, rather than burning the relationship.
As with anything, use common sense. If something doesn’t feel successful, then maybe it isn’t. But remember, the vast majority of salespeople don’t follow up enough and you may be part of that vast majority!
But don’t waste time on a fruitless process with no rewards and if you have more viable opportunities elsewhere. Rather than disappearing abruptly, take the ‘no’ and turn it into a ‘not right now’. Suggest to the prospect that you will leave the door open for future opportunities.
Final Thoughts
The salespeople that win aren’t just the ones with the best solution to offer, but those who communicate with respect and understanding, through intentional value-driven touch points. Because, in a sector centred around long-term impact, it’s the quality of your relationships that ultimately drive results.
At wayvie, we help green businesses grow confident salespeople through practical training and flexible learning. If you’re looking to strengthen your team’s sales skills, we’d love to help! Get in touch at: hello@wayvie.co.uk
Alternatively, take a look at the sales training we have to offer here: https://wayvie.co.uk//training/sales-training/
