Just following up

“Just following up” ranks among the worst sales emails ever written.

It doesn’t even feel good sending it!

That’s no fun!

While there are a lot of reasons you may find yourself in this unenviable position (that I won’t address here), here’s a few things to do instead:

Understand the problem: understand that “indecision” may be at play – it’s a nasty little bugger effecting 87% of all deals to some degree (see The Jolt Effect study).
Be helpful: pestering people with zero-value follow up emails helps no one. Instead, help them make a decision, e.g., offer a suggestion, lower risk
Use multiple mediums: a planned follow up strategy from multiple mediums – video, phone, email, LinkedIn – will be more effective than just an email cadence of “Checking in…”

One example below…

Subject: Hi Ted – a few considerations

Hi Ted –

There can be a few boxes to check in making a decision for (or against) our services.

To help, here are three considerations:

Option B seems to fit your context best, and it’s a personal favorite.
In case some of your team needs additional information. To boil it down for you, here’s a 1-page resource guide that others have found helpful at this stage.
If you do decide to work with us, the training, support, and resources that are included will enable you to ensure the outcomes you’re after.

Would a conversation be helpful at this point, or should I stay out of your hair?

Thanks, Ted

Rep

PS – this could easily be a video