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How To Unfairly Hack The Traditional Follow-Up Email

The vast majority of online sales advice is about acquiring leads.

But I’ve found a severe lack of quality information on nurturing those leads and perhaps the biggest component of that nurturing process: the dreaded follow-up.

*Dun, Dun, Dun…*

Sales professionals hate follow-ups because they’re frustrating as hell!

You have to do so many of them, yet you get so little in return.

And having dedicated the past 7 years of my life to this annoying-yet-integral art form, I’d like to reveal how I fixed this nuisance by flipping a switch.

will-franco-the-video-email-guy

Follow-Ups: A Testament Of Perseverance

Most of my clients and friends in sales tend to either overlook or simply ignore follow-up messages for one of two reasons:

  1. Lack of persistence: they need to be super disciplined and motivated to jump into their CRM or email database on a daily basis and send out that message to someone who’ll probably ignore them for good.
  1. Lack of organization: they’ve likely got a million leads going all at once, and to go back and check the good ones on a regular basis is akin to searching for a needle in a haystack. Without a system in place, they’re trying to spin 10 plates at once.

What they’re missing out here – whether they realize it or not – is the power and potential of the soft touch.

What Are Soft Touches?

nurture with video emailnurture with video emailnurture-with-video-emailA soft touch is any form of communication that builds rapport with your client.

And whether you’ve heard of soft touches before, chances are you’re already really good at them already.

A soft touch could be an email, a LinkedIn message, a phone call…etc.

> “Hey Sam, noticed you’re friends with Mike, let’s connect!”

> “Hey, I was chatting with Penny the other day, she said you may be interested in what we have to offer.”

Anything that warms up a potential client so that they’re primed for the eventual interaction.

The only challenge? Practicing soft touches take lots of time!

So since follow-ups are the umbrella under which pretty much all soft touches are categorized, I’m going to share with you one hack that will eliminate many months worth of soft touches with one fell swoop!

The Art Of The Video Email Follow-Up

Imagine if you could sit down face-to-face with a client for that follow-up email (which most of us cannot due to cost and time): well, that’s precisely what video email does.

Use a webcam and film your follow-up for 30-60 seconds (I’ve found Logitech webcams work best, hands down!):

> Jan, it was so lovely to talk to you this afternoon. As promised, here’s a link to the order page.

> Steve, thanks so much for your time today discussing XYZ property: I wanted to forward you this video tour.

Apart from eliminating the time and nuisance of writing out everything in long-form, video builds rapport instantly.

A quick video email bridges the gap.

A quick video email puts a face to the name.

Now, For My Top-Secret Hack

Top Secret Video Email StrategyDon Juan would never send a date flowers before meeting her in person. That’s just creepy.

Instead, he’d bring flowers to the first date (or sending flowers to her place of work soon thereafter).

Similarly, timing is everything with video follow-ups.

They need to be sent immediately after your interaction with the client.

To save you a bunch of time and frustration, here’s my time-tested tactic that will make all those little annoyances (persistence and organization) pretty much obsolete in your sales funnel:

[wpsharely id=”4776″]

Step 1: Create an evergreen video message for each of the key stages of your sales pipeline (first contact, prior to first consultation, closing call…etc.). This is a generic video that conveys, “So nice to connect, thanks for considering our product/service, looking forward to working with you.”

Step 2: Immediately after your sales interaction with a client, determine if they are a high-value lead (worth creating a custom video follow-up for) or an average lead (sufficient to use the evergreen version).

Chances are, about half your leads will do just fine with the evergreen video (win!) and in this case, you’ve saved yourself tons of time.

The VIP leads on the other hand: they get the custom video follow-up (30-60 seconds) and will surely be blown away by your innovation.

[/wpsharely]

Use this hack and you’ll be understand this testimonial from a client I spoke to yesterday:

“It’s like someone you know stopping you on the street to say Hey…it’s literally impossible for the client to ignore to my follow-up video.”

About the Author William Franco

Will is the Managing Director of jiveSYSTEMS and creator of the Digital Handshake™, a digital version of a time-proven tradition that turns tedious follow-up into a closing conversation. Will’s a hands-on guy, with a decade of experience enabling sales teams to leverage video. Will's an instant catalyst for positive change, once you get to know him, you’ll completely understand why.

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  • Barbara Foster says:

    As always, Flywheel, consise, thoughtful, and valuable. I appreciate you!

  • Larry Meyer says:

    there is nothing when you hit the like button and write a comment….I don’t think this is a good sales technique at all!!

  • Is there more to this secret hack then on the blog? I hit all of the buttons and nothing additional opened up? confused.

  • Great tip, great timing. I’m going to give this a go with folks that are planning to rent a vacation home from our Whistler Resort vrbo site. I’ve been sending boring auto-responder emails for years and noticing dropping conversion. Instinct tells me video will make a big difference.

  • Hey, Will
    I’m sitting here with baited breath… Tried to unlock your secret hack by “Liking” your post, but it went nowhere. Can you please email it to me?

    Thanks!
    B

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