The world of sales is built on instant messages, texts, and emails, and knowing what things are right or wrong to say and write in a particular situation can mean the difference between closing and losing. That is especially true for follow up emails, which are the most powerful tool for generating new business, increasing conversions, establishing meaningful and lasting bonds with clients, sealing more deals, and ensuring that your leads and customers are happy.
This post lists the five worst things to say in your follow-up email to a customer and explains why saying any of those is a big mistake costing your business its money and you – a commission.
- Just checking in. You aren’t just checking in, you are reaching out hoping to sell, and the customer knows it, so instead of sounding casual and friendly, things like: “Thought I would just check in and find out …” appear fake-ish and unprofessional. Next time, make sure to use an opening line that offers some real value to your email recipient.
- Sorry for the persistence. Persistence is in your job description as a salesperson, so apologizing for it makes you sound like you do not know what it is you are supposed to be doing. Unless you have done something apology-worthy, avoid taking up an apologetic tone with the prospect in your emails.
- Hope everything is OK. Saying something like that in your follow-up sales email when referring to the prospect’s lack of response makes you come across as a rather arrogant and self-important person for whom the only excuse for the prospect’s not responding could be poor health or other mishaps.
- Not sure if you got my last email. They did get it and then chose not to respond, possibly because your email did not offer enough value. Bringing up the topic of the previous email forces the prospect to revisit those thoughts, and that might not play in your favor.
- Let us touch base. A line like that endorses non-commitment. Remove the vagueness and replace it with something like: “Why don’t we schedule another 15-minute call for next Thursday at 11 a.m. where I can walk you through the demo and answer your questions in more detail?”
Not all of the above is bad – some expressions are just too well-worn to spark genuine interest. Avoid using them again, and a boost in response to your next sales follow-up email will surprise you.