Introduction
In the fast-paced world of sales, the ability to close a deal is often seen as the ultimate measure of success. However, what happens when a potential customer says they're not ready to buy? Is the sale lost forever, or is there still hope? Jeff Shore's book "Follow Up and Close the Sale" provides valuable insights into the psychology of buying and reveals how top salespeople use this knowledge to make more sales, even in the face of initial rejection.
This book is a must-read for anyone looking to improve their sales techniques and boost their success rate. Shore delves into the intricacies of the follow-up process, explaining how to personalize the customer's buying experience and keep your product fresh in their minds. By understanding the emotional journey of buyers and learning to overcome your own psychological resistance to following up, you can transform your sales approach and join the ranks of the top 1% of salespeople.
The Buyer's Emotional Journey
One of the key concepts Shore introduces is the idea of the buyer's emotional journey. This journey is surprisingly short-lived, which means timing is crucial when it comes to following up with potential customers.
Shore illustrates this concept with a personal anecdote about a ghostwriter who pitched him an enticing business deal at a networking event. The ghostwriter did everything right initially:
- She identified a problem (Shore's lack of time)
- She offered a solution (her company's writing services)
- She raised Shore's emotional altitude by making him excited about the prospect of having more time
However, the ghostwriter made a critical mistake: she waited three weeks to follow up. By that time, Shore's emotional altitude had fizzled out, and he was no longer interested in the offer.
This story highlights a crucial lesson: when a salesperson succeeds in raising a potential customer's emotional altitude, they need to capitalize on it quickly. The mix of dissatisfaction with the current situation and excitement about a potential solution creates a perfect opportunity for closing a sale. But if too much time passes, the customer's doubts and fears can outweigh the positive emotions, making it much harder to close the deal.
Overcoming Psychological Resistance
Another important aspect of successful sales is overcoming your own psychological resistance to following up. Shore points out that research shows buyers tend to say no four times before saying yes. However, many salespeople give up after just two follow-ups, and a staggering 92% give up after four attempts. This means that a lot of potential sales are being left on the table.
The reason for this premature surrender is what Shore calls "resistance." It's a powerful psychological force that makes us avoid uncomfortable tasks, like making follow-up calls. Resistance is rooted in our biological instinct to seek comfort and avoid discomfort. For salespeople, this can manifest as:
- Telephobia
- Fear of closing the deal
- Fear of objections
- Fear of rejection
To become a top salesperson, you need to learn to overcome this resistance. Shore suggests making the decision to follow up before you're faced with the actual task. For example, decide the night before that you'll spend the first part of your day making follow-up calls. This way, you're less likely to succumb to resistance when the time comes.
The Power of Personal Touch
Shore emphasizes the importance of using information gathered during initial meetings to create a personal touch in your follow-ups. This approach shows customers that you care about their needs and helps build an emotional relationship.
For example, if you're selling a house to a single mother who mentioned her children's love for karate, you could follow up by sending her a list of karate schools in the area. This small gesture demonstrates that you were listening and care about her family's needs beyond just selling a house.
Taking detailed notes during initial meetings serves two purposes:
- It allows you to personalize future interactions
- It helps you summarize how your product addresses the customer's specific goals, needs, and concerns
By following up with a personalized summary, you remind the customer of the product's value while also showing your commitment to their satisfaction.
Simplifying the Buying Process
Shore points out that buying can be just as challenging as selling, especially when customers are faced with numerous options. To cope with this cognitive strain, buyers often engage in a process of elimination to simplify their choices.
As a salesperson, your job is to ensure your product doesn't get eliminated. Shore suggests two key strategies:
- Make the buying process as easy as possible for your customers
- Stay memorable through consistent follow-ups
Buyers are more likely to choose options that feel easy and eliminate those that seem difficult or confusing. By simplifying the sales process and maintaining regular contact, you increase the chances of your product making it to the final round of consideration.
The Importance of Face-to-Face and Phone Communication
While email might seem like the most comfortable and least intrusive way to follow up, Shore argues that it's far from the most effective. He emphasizes that face-to-face communication is the best option, with phone calls coming in as a close second.
The reason for this is simple: buying is an emotional process, and written communication lacks the emotional depth of in-person or voice interactions. When you communicate face-to-face or over the phone, you can convey enthusiasm, warmth, and genuine interest through your tone of voice and facial expressions.
Shore suggests reserving email for situations where you need to convey large amounts of dense information. Even then, he recommends including this information as an attachment rather than in the body of the email to avoid overwhelming the reader.
The Potential of Old Leads
One of the most valuable insights Shore offers is the potential hidden in old leads. He argues that situations change, and someone who wasn't ready to buy in the past might be ready now.
Shore illustrates this with a personal story about almost purchasing a mountain bike. He was ready to buy, but an injury put his plans on hold. The salesperson gave up after learning about the accident, missing the opportunity to follow up once Shore had recovered.
To tap into the potential of old leads, Shore suggests:
- Thinking creatively about how to reconnect
- Using personal touches like handwritten notes
- Providing a specific reason for getting back in touch, such as new financing options or product updates
The Importance of Speed
Shore emphasizes that speed matters when it comes to responding to customer inquiries. Quick responses create positive assumptions in the customer's mind:
- They feel they can trust you
- They believe you like them
- They think you care about their needs
By prioritizing fast communication, you can create a strong emotional connection with your customers, increasing your chances of closing the sale.
Key Takeaways
- Understand and capitalize on the buyer's emotional journey
- Overcome your own psychological resistance to following up
- Use personal touches to show customers you care
- Simplify the buying process for your customers
- Prioritize face-to-face and phone communication over email
- Don't give up on old leads – situations change
- Respond quickly to customer inquiries
Final Thoughts
"Follow Up and Close the Sale" offers a wealth of practical advice for salespeople looking to improve their success rate. By understanding the psychology of buying and implementing Shore's strategies for effective follow-up, you can transform your sales approach and join the ranks of top-performing salespeople.
The book's core message is clear: no deal is won or lost in the first sales meeting. It's what you do after the initial contact that counts. The top 1% of salespeople have the courage to keep in touch, keep asking, and keep following up until they close the sale.
By embracing these principles and putting them into practice, you can overcome the fear of rejection, build stronger relationships with your customers, and ultimately close more sales. Remember, persistence and personalization are key – don't be afraid to follow up multiple times, and always strive to show your customers that you genuinely care about their needs.
In today's competitive sales environment, the ability to follow up effectively can be the difference between success and failure. Shore's book provides a roadmap for mastering this crucial skill, offering insights and strategies that can benefit both novice salespeople and seasoned professionals alike.
As you apply these lessons to your own sales practice, keep in mind that every interaction is an opportunity to build trust and demonstrate value. Whether you're selling products, services, or ideas, the principles outlined in "Follow Up and Close the Sale" can help you connect with your customers on a deeper level and achieve better results.
In conclusion, Jeff Shore's book is a valuable resource for anyone looking to elevate their sales game. By focusing on the emotional aspects of buying, personalizing your approach, and persistently following up, you can overcome objections, build lasting relationships with your customers, and ultimately close more sales. Remember, success in sales is not just about making the pitch – it's about staying engaged with your customers throughout their buying journey and being there when they're ready to say yes.