The Sales Follow-Up Blueprint

sales follow-up blueprint

Boosting Your Sales Follow-up Effectiveness

Want more sales? Who doesn’t! You can secure more sales by following a structured sales follow-up blueprint. When you think of a blueprint, you envision a technical document guiding you step by step to construct a great home. Similarly, you need to think of your follow-up strategy as a blueprint for building a house of success.

A Step Beyond Simple Follow-Up

Too many sales professionals think follow-up means just sending an email and leaving it at that. That’s far from effective. Crafting a simple email doesn’t take much effort and will yield minimal results. If you want more than minimal results, you need a comprehensive follow-up system or blueprint that you utilize with every customer, every time.

The Purpose of Follow-Up

Understanding what you want to achieve with your follow-up is crucial. The end result isn’t just a sale; it’s a profitable and timely sale. Statistics show that the longer someone stays in the process without buying, the less likely they are to purchase at all. Your task in follow-up is to accelerate the purchase decision through effective communication, helping speed the process along.

Sustaining the Buyer’s Emotional Altitude

A critical part of your follow-up blueprint is maintaining what we call the buyer’s emotional altitude—the measurement of their positive emotions during the shopping process. The emotional altitude is highest when they’re on-site, but it begins to wane as soon as they leave. Your job is to keep that emotional altitude high, making speed essential in your follow-up strategy.

Speed Matters

The number one mistake salespeople make is waiting too long to follow up. Every minute that passes means the emotional altitude continues to drop. Reflect on your typical customer encounter: how soon do you follow up? If your answer is 24 hours or longer, you’re lagging behind. Aim to follow up within the first few hours of the initial encounter to keep the momentum going.

Leveraging Content Marketing

To maintain engagement, consider using content marketing. The strategy behind this blog post and the 5 Minute Sales Training series is content marketing. I constantly put out helpful content under the Shore Consulting brand to keep you engaged. Similarly, you need to think about what your customers want and need from you. Provide them with valuable content such as:

  • Features of the home not yet discussed
  • Information about the neighborhood and community
  • Insights into the local lifestyle
  • Construction updates
  • Mortgage finance tips

There’s a whole internet of good content you can share with your customers. Be their go-to content provider, consistently dripping out useful information.

The Power of Persistence

Persistence is key in your follow-up efforts. This doesn’t mean harassing the customer, but consistently providing them with good content. Once you stop reaching out, you fall out of their mind, making it much harder to close the sale. Serve first by continuously offering valuable information and staying top of mind.

Building Your Follow-Up Blueprint

To create your own follow-up blueprint, consider these components:

  • Speed: Follow up within the first few hours.
  • Content: Provide valuable, relevant information.
  • Persistence: Maintain regular contact without overwhelming the customer.

Write down your follow-up blueprint and share it with your peers. This not only helps you stay accountable but also provides others with ideas to improve their own follow-up efforts.

Follow The Blueprint

By following this sales follow-up blueprint, you’ll build a strong foundation for increasing your sales. Remember, the goal is not just any sale, but a timely and profitable one. Maintain the buyer’s emotional altitude, leverage content marketing, and stay persistent.


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About the Author: Jeff Shore

Jeff Shore is the Founder and CEO of Shore Consulting, Inc. a company specializing in psychology-based sales training programs. Using these modern, game-changing techniques, Jeff Shore’s clients delivered over 145,000 new homes generating $54 billion in revenue last year.