Hello again! Lesson 11 of the warm calling course focuses on follow up.

For this particular activity, I typically have a standard template that has been refined to give a good overview of NCAB group’s capabilities whilst not boring them to death with too much detail. These emails can be tailored for specific customer requirements. So, for instance, I may have one for a high quality focus customer, one for a more price sensitive customer, and one with more of a global footprint, as these will then hopefully gain their attention.

We have to get creative in the follow up-process. Everyone will send a follow up-email, and most people would give them a call back. What we do in between is what differentiates us from our competitors.

And I ask this question of you – how many emails do you receive from potential new suppliers? And now think how many of those do you actually read? In my case, I received between 50 and 5 emails a week, and I only read less than 10% of those emails. Again, because I’m involved with multiple different suppliers trying to send me cold emails. Now, I want you to think of how many times do you receive mail through the post at work. From my experience, I will only receive maybe 1 or 2 items a month. My next question is, how many times do you open that mail? Now, for me, I open every single one of them. Why? Because it’s interesting, I don’t usually get post or mail delivered at work.

So, why are we not sending stuff through the post to customers? We have an incredible library of information that we can share with customers, so I think it’s important to come up with creative ideas that we can send through the mail. This means that during the email and the follow up-call, we are still present in the customers mind, and it bridges a gap between the initial contact and the 2nd call, 3rd call and 4th call.

And this means, the next time that you call them, they’ll be aware of you, they’ll remember you, they’ll actually be aware of some USPs they may not have been during the call. And this ensures that the success rate on the next call or the call after is significantly increased. And this is a difference between going the extra mile and just sending an email. And this is the NCAB way.