When we don’t hear back from a prospective client, that means they’re clearly not interested, right? Wrong!
There are so many other equally likely reasons for why they haven’t responded.
You start creating a story in your head about how they don’t want or need your help, but you really don’t know why they haven’t responded.
So the only thing you need to do… to ensure they get the help you can provide… to generate the income you need for your business… is the one thing you are less likely to do as a new copywriter.
Yet not doing this means they’re leaving money on the table — all because they thinking they’re intruding.
But following up at least once can boost your conversion rate by 22%. Following up five to seven times boosts conversion rate by 70%.
Why They Didn’t Answer
Small business owners are incredibly busy.
These prospects might not have gotten back to you yet because they’re just plain busy.
Or your email got buried. (People spend 3.1 hours per weekday checking work emails, according to Adobe’s recent survey… and that probably doesn’t catch them up if they’ve been unable to check their email for a couple days.)
Or they’re not ready to move forward yet and hire you.
How to Follow Up
As 77% of B2B email marketers use email marketing to drive visits to their website and for ultimate sales, you’ll likely be using email to stay in touch.
But what are the right ways to stay in touch with your potential clients to generate leads and sales?
And how can you still remain authentic?
Here are the best actionable ways to get responses.
1. Act Fast
You’re more likely to have success if you respond to a query from a prospect quickly.
And you should contact the potential new client right after you have a meeting with them.
You’re already top-of-mind.
An article in Small Business Trends says 30%-50% of sales go to the vendor who follows up first!
2. What Should Your Subject Line Say?
Don’t say “Just following up” or “Just checking in.”
Using your prospect’s name increases open and click through rates, for example.
HubSpot salespeople also had high open rates for follow-up emails using “You are not alone” as the subject line.
Another one that worked: “(Prospect), I thought you might like these blogs“ and they added a relevant blog post.
Or “Know this about [topic of interest]?” and just add an interesting statistic or two in the email.
3. How to Personalize the Body of the Emails
You want to use non-spammy language.
Don’t say, “It was nice meeting you. Let me know if you have questions. I look forward to hearing from you.”
Too generic.
Be specific and helpful: “I was excited after learning more about (name of company).
“In fact, I was thinking of one more way to engage your customers. If we create a newsletter for the clients you coach on entrepreneurship, we could also highlight one client each month and include their success!”
4. Is Sending Three Email Nudges Okay?
Sure, but not in three days for B2B clients who must go through a long process to make decisions about hiring you.
You have to space those emails out.
5. Vary the Ways You Interact with Prospects
Follow up an email one time with a phone call.
Then comment on their social media post.
Then perhaps email again.
In William Cowper’s poem from 1785 he said, “Variety is the very spice of life, that gives it all its flavor.”
Mix up how you follow up, being respectful of their time, of course… which leads to…
6. Provide Value Each Time
Always provide value with each follow-up.
Add more information about their pain point or an article that could help them.
If they mentioned seeking a birthday gift for their teenaged niece, send them a list of Best Birthday Gifts for Teens.
7. How to Use Calls-to-Action Without Sounding like a Smarmy Salesperson
You want the prospect to take some action. In this case: keep considering you or hire you.
Don’t be pushy or reiterate why your company is so great.
- Urgency does work. You can say your schedule is filling up for the next three months so, you’re letting them know now that you might not be able to do the project you’d discussed once you lock in your schedule.
- Lower the risk. Offer them two possible contracts and fee plans so they are less worried about ways to work together.
- Attach a benefit to the action requested (like “Right now, I’ve had a postponed project, so if you want to get started sooner rather than later, I am available in a short window”).
When Should You Move On?
You don’t want to pressure anyone to hire you, but you don’t want to waste time either.
Your best bet is probably to move on after five to seven follow-ups.
According to one statistic, 80% of successful sales require five follow-ups on average.
Why Follow-Up Is a Secret Tool to Grow Your Business
Building rapport and persistently following up is key. Most don’t reach out again and again because frankly, most find it uncomfortable.
Copywriters often feel rejected or like they’re begging.
Pursuing a client and further trying to develop a relationship makes sense. So, use this secret tool.
- Follow-up shows your professionalism and interest in working together.
- Follow-up shows you’re a copywriter who has confidence in helping to improve the prospect’s marketing efforts.
- Follow-up shows you’re a businessperson and realize it’s not personal. People are extremely busy!
- Follow-up is an undervalued way to seal the deal.
What If You Are Told “Not Interested”?
Should the prospect not want to hire you or continue on your email list, that just means they weren’t a good fit.
You can revisit your strategy, consider if you qualified your prospect and see what lesson you learned for next time.
Some other client will be a good fit so stay positive.
Always end amicably as the client who doesn’t hire you now could circle back later!
