Most people look at cold calling as the hardest part of the sales process. After you've made that first call, it gets easier from there, right? Maybe not, according to telesales expert Jim Domanski. "In many ways, a follow-up call to a prospect is more challenging than a cold call," says Domanski. "Typically, it's the follow-up call that really gets the sales cycle rolling. It's here where value truly begins to manifest itself. It's here where substantive information is gathered, and it's here where the relationship begins to establish itself."

For those reasons, it's absolutely vital you have superb follow up strategies and tactics so you can make the most of the moment. Here are four tips from Domanski to make the perfect follow-up call:

1) Get commitment for the follow up. Perhaps the single biggest mistake reps make is not establishing a specific date and time for the follow up call at the end of the initial call. Vague commitments from the prospects ("call me next week") or the sales rep ("I'll send the proposal and follow up in a couple of days") result in missed calls, voice mail messages and ultimately a longer sales cycle. All you need to do is simply ask for a follow up date and time. For instance:

I'll be glad to write up the proposal (quote, whatever) and e-mail it to you. And what I would like to recommend is that we set up Tuesday, the 16th, at say, 8:45 to review it in detail and determine the next steps if any. How does that sound?

If this is not a good time, recommend another time. If that doesn't work, get them to establish a time and date. Creating a deadline is a simple but extremely powerful tactic. Use it.

2) Build equity and be remembered. After every call to a first time prospect, send a thank you card. Handwrite a message on a small thank you card that simply says, "John, thank you for taking the time speaking with me today. I look forward to chatting with you further on the 16th! Kind regards..." No more, no less.

In today's fast paced world, a hand written card tells the client that you took the time and the effort to do something a little different. At some level this registers in the client's mind and creates a degree of "equity" in you. It differentiates you and it gets remembered.

3) E-mail a reminder and an agenda. The day before your follow up call, send an e-mail to your prospect to remind them of your appointment. In the subject line write, "Telephone appointment for August 16th and article of interest." Your e-mail should confirm the date and time of the appointment and then briefly list your agenda:

"John, the call should only take 10 minutes. We'll review the proposal and I'll answer any questions. And then we'll determine the next steps, if any."

Notice how the words echo the words that were used when the follow up was initially set. In particular, notice the trigger phrase "...the next steps, if any." The "if any" will help reduce some of the "stress" or concern a first-time prospect might have. Often they skip out on the follow up call because they are worried that they'll have to make a commitment. This is natural and okay. If the prospect senses an easy, informal, no pressure type of phone call, he is more likely to show up on time for that call.

4) Add value in a P.S. Notice in the subject line there is a reference to an article. At the end of your e-mail add a P.S. that says,

"John, in the meantime, here's an article I though you might enjoy reading..."

The article may be about your industry, the market, a product or better yet, something non-business related that you had discussed in your initial call. This creates tremendous value even if the client does not open it. Why? Because you took the time to do something extra. This helps get you remembered and gives the client yet another reason to take your follow up call.

Jim Domanski is the President of Teleconcepts Consulting Inc. Since 1991, Teleconcepts Consulting has been working with B2B distributors, resellers, manufacturers, service related industries and others, helping them increase the bottom line of their tele-sales programs. Learn more at www.teleconceptsconsulting.com

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