Making a good first impression is an important step in building a lasting relationship but following up is equally important. Prospective members need more than one or two points of contact to commit to your club, which is why a strong and tactful follow-up plan is essential to sales effectiveness.
When it comes to developing and sustaining relationships, it pays to be persistent. However, there’s a fine line between positive pursuit and annoying overkill. In a time of great uncertainty amid the pandemic, potential members need to know you’re putting their wellbeing first. So, while that might mean providing regular check-ins, it also can mean giving them space and following up later. As one of the 4 Ps of Sales Effectiveness, persistence works hand-in-hand with personalization, promptness, and performance to convert prospects into loyal customers.
In this portion of our four-part series on the 4 Ps of Sales Effectiveness by Conversica, we’ll discuss how to be persistent without being pervasive, as well as how a Member Engagement Assistant can help you effortlessly master the art of the follow-up.
THE MAGIC NUMBER
The saying “third time’s a charm” exists because just once isn’t always enough. Studies show that attempting to contact a prospect three times instead of one doubles response rate. Results improved even more when companies contacted a prospect between five and 11 times.
Companies with the fastest growing revenues are most likely to contact a prospect 5-8 times.
In an annual study commissioned by Conversica to track inbound lead engagement efforts by international companies across nine major industries, companies were rated on their performance in the 4 Ps of Sales Effectiveness. For the persistence category, companies were given a letter rating from A to F based on how many times they contacted a prospect within a 22-day period.
Companies who achieved the sweet spot of contact attempts, 5-11 times, earned an A grade. The most prevalent problem for companies was reaching out to prospects too few times. Contacting a prospect 1-2 times resulted in a D grade. Failing to reach out at all earned an F. On the other hand, increased contact doesn’t equate to increased success. Those who contacted in the 12-15 range earned a C grade. The 16-20 range earned a D grade, and the 20-plus range earned an F.
More than half of the companies graded received a D letter grade, while 24% received an A grade. Grades have improved each year over the past four years, indicating that companies are increasingly recognizing the importance of persistence in sales effectiveness. However, the number of companies who contact a prospect too few times is still alarmingly high. Out of approximately 1,200 companies, 557 only reached out to a prospect one time.
KEEP UP WITH A MEMBER ENGAGEMENT ASSISTANT
With new prospects coming in every day, it can be difficult to make sure you reach out to each one once, much less five to 11 times. Once you’re on the third or fourth attempt, maybe you’ve run out of things to say. Or, maybe you’ve lost track of how many emails you’ve already sent.
The reality of using only sales representatives to manage prospects is that something—or rather someone—will inevitably fall through the cracks. Of the 4 Ps of Sales Effectiveness, persistence places the greatest demand on sales representatives. That’s why more and more companies have hired a Member Engagement Assistant to take on the task of contacting and engaging prospects. With a polite but persistent approach, she ensures that each of your prospects receives the optimal amount of attention. You have the option to decide how many times and at what intervals she reaches out to prospects. She does the rest, and you can relax knowing that she’ll capture every possible opportunity.
To see how a Member Engagement Assistant, powered by Conversica, can help you master the art of the follow-up, schedule a demo today.
