Lesson 11 of the warm calling course focuses on follow-up. For this particular activity, it’s good practice to have a standard template that you create to give a good overview of NCAB Group’s capabilities with the aim of not overwhelming them with too many details. These emails can be tailored for specific customer requirements, such as, high-quality focus, or price-sensitive focus, or a focus on our global footprint. This nuanced approach will increase your chances of gaining their attention.

We also have to get creative in the follow-up process. Everyone will send follow-up emails, most people would give call-backs. What we do in between is what differentiates us from our competitors. So, ask this question to yourself: how many emails do you receive from potential new suppliers? And now, think how many of those do you actually read? In many cases, we receive between 5-50 emails a week, and we read less than 10% of those emails. Why? Because we’re inundated with many different vendors trying to send us cold emails.

Now, I want you to think of how many times you receive physical mail delivered to you at work. From experience, we will only receive maybe one or two items a month (if even that much). The next question is, how many times do you open that mail? Most open every single one. Why? Because it’s interesting – we don’t usually get mail or post delivered at work.

So, in the spirit of being creative, why would we not be making contact through all means available to us? We have an incredible library of information that we can share with customers, so it’s important that we come up with creative ideas to share that information with potential customers as well. This means that during the emails and the follow-ups that we have, we will still be present in the customer’s mind, and it bridges a gap between the initial contact and the second, third and fourth call. And this means, the next time that you call them, they’ll be aware of you, they’ll remember you, and they’ll already be aware of some of our unique selling points. And this ensures that the success rate on the next call or the call after that is significantly increased. This is the difference between going the extra mile and just sending an email. This is the NCAB way.