If you are having a hard time understanding why your resale rates are not going as well as you thought, it might be related to the way you manage your e-mail follow-up. Here, we will show you a few techniques that will help you and your businesses close the deal.
In the past, we showed 10 ways to win back inactive Email subscribers. Today, we will emphasize the reasoning and importance of creating a well thought out message that directly speaks to your client.
First Step: Know Who you Are Targeting
Before sending that follow-up e-mail it is important to first understand who you are targeting, as different audiences require different approaches. Differentiating and rearranging the context of the e-mail according to your customer will help you deliver a clear message and attain the main goal of the e-mail.
When addressing business e-mails, there are two types of business-customers relationships you should be familiar with – B2C and B2C.
What is B2C?
B2C stands for “business to consumers”. It’s the type of marketing that occurs when the “B” such as companies or services providers sell or give service to an end consumer or a private client, the “C”.
For example: When you go and purchase a bottle of shampoo from the drugstore, the drugstore is a business and you are a private client. The end consumer always ends up with the final product, since you are taking home the shampoo that makes you the end consumer “C”. This is an example of a B2C sale, the decision-making process is often made by one person, the client.
If You Are Targeting B2C
As a small business owner targeting B2C customers, it’s very important to make sure the sale is more personalized. Usually, the decision-making process is based on emotions, so thinking about your clients’ motivational interests that will help you better understand your customer’s needs and desires. Since you are dealing with the end consumers you already know that their decision-making pattern tends to be quite rapid. Try to focus on how your services can improve or enhance their daily lifestyle.
Let’s take another example: let’s say you are a yoga teacher and you just hosted a free trial session for newcomers. During the class, a potential client told you about her chronic back pain. When the class is over, send a follow-up- e-mail to that specific potential client. In that e-mail, include a list of the best stretches and exercises for backaches. This is attending to the emotional factor as well as the personal. The goal is to make her feel that with your service she will be cared for.
What is B2B?
B2B stands for “business to business”. It’s the type of marketing that occurs when one business offers it’s service to another business. In B2B services the final product will never reach the hands of the end consumer, it will always maneuver from business to business.
For example: when businesses like the grocery store use services from manufacturing companies to produce products. When targeting B2B you want to be concentrated on areas based on research, data analysis, and time management. The decision-making process may take time and it may deal with multiple opinions from professionals in the field.
If You Are Targeting B2B
When targeting B2B, It requires a well-thought-out plan, execution, and time management. In many cases, you might be dealing with multiple professionals who are trained and well educated. You want to make sure that everything is throughout properly, including data and research. The decision-making process for B2B may take a lot longer. There is a great amount of consideration in the decision making process. Thus, this is why it’s very important to make sure your follow-up e-mail is concrete and concise.
For example: let’s say you are selling your software to an external business. You want to make sure you send them the correct numbers in the data analysis, provide them with research on how your software can improve and there work needs. In addition, focus on them on how your software is unique and how it will enhance their work-life balance.
Adding Value – The Abracadabras
This is the part where all the magic is done! A follow-up email is the best opportunity to show your clients that you are listening to there needs and that you have the best solution for them.
There are three main key factors that you can use when writing a follow-up- email. First, provide your client with valuable data such as conditions and unanswered questions. Second, include references that demonstrate social proof from past clients. Third, the use of cognitive dissonance to get them on your team. These key factors will help build trust and increase your value.
The data follow up
A follow-up email is the best opportunity to share any additional information that was not discussed, How? Let’s say you just finished a business meeting. During the meeting pay attention, If your client asked you about a subject of interest such as a basketball take note of it. After the meeting, gather all the relevant documents in regards to basketball. In the follow-up, e-mail, include the response to the question as well as other information regarding the subject. This personal touch will make your client feel that you care.
The social proof factor
Another way you can add value and create trust is to provide your client with social proof. Social proof can be described as the reasons why people mimic each other, if others behave in a certain way, it must be the correct behavior. Social proof can be represented by providing clients with references, past clients testimonial pages, supportive articles and publications in the media.
If your potential client doesn’t ask for any references during the meeting, a follow-up email is a good opportunity to send a link to your testimonial page. This may eliminate a great percentage of their doubts. The use of social proof in a follow-up e-mail can only help increase your chances of closing the deal.
Support their decision making
Lastly, the use of cognitive dissonance. Cognitive dissonance is a term used in social psychology that refers to the mental conflict that one goes through during a decision making process.
For Example: Let’s say a meeting went excellent, the client is very happy and the deal is sold. It is still very important to send a follow-up e-mail just to check-in. They may not have asked you to send them any additional information. However, sending them a catch-up email of everything discussed in the meeting will give them a sense of positive reinforcement. This will tame any negative thoughts that may have occurred after the meeting. This use of cognitive dissonance will leave a good taste lingering. It will not only show professionalism, but it will also convey that you have their best interest at heart.
A follow-up email is the best way to show potential clients the excitement you have to start working with them. By adding a sentence like “looking forward to getting things started” will leave a good taste in their mouth. Enthusiasm is a great way to show them that you are ready to get your hand dirty.
“I want to thank you for the opportunity to earn your business, and I look forward to working with you. I’ll be in touch next week to schedule a time for our next meeting.”
Prime your readers for a follow-up with a good sign off
When you sign off you initial email be sure to prime your readers for the follow-up email by addressing this intention in your email ending. You could end your email with something like “Think about my offer and we’ll talk again soon”. Choosing the best sign off in terms of wording and emotional tone can have a significant influence on your follow-up email response rate.
The Average response time
A very important factor in sending follow-up e-mail is timing. Those who are considering doing business with you have high expectations. The timing is everything, the longer you wait to follow- up, the higher the risk. According to statistics the average response time to e-mails in the field of business is up to 24/h, Take into consideration that this is just the average.
The recommended time for a follow-up e-mail would be as quick as possible. From the time you left your client to the morning after they are baking. During the baking period is useful to send them positive reinforcement that will most probably increase the likelihood of the sale. Sending the follow-up e-mail within the time range will reinsure your clients and strengthen ties. Keep into consideration that as technology advances the response time will change accordingly.
What to take from this
It is extremely important to know who you are targeting in order to adjust your follow up e-mail correctly. As mention above, the importance of knowing the difference between B2B and B2C. When finalizing your follow-up-email make sure you have added value factors by including additional documents, linked references to social proof, and positive reenforcement (cognitive dissonance). It is recommended to use all points of clarity in the time limit given, which is maximum up to 24/h after your meeting.