Why is business tracking by email not working?
Posted: Sun Dec 22, 2024 5:45 am
What is commercial follow-up
We talk about Commercial Follow-up (SC) referring to the follow-up process that a commercial executive must carry out from the first meeting with a potential client until the closing of the contract.
The objective of the SC is to advance through the phases of the commercial process:
Arrange the meeting …
Identify the challenge …
Present a proposal …
Validate the proposal …
Close the contract …
Each of these phases will generate a series of actions that together make up the commercial monitoring process.
Who performs commercial monitoring?
In every SC there is a passive role and an active role.
Typically, sales follow-up is done by the sales executive (active role),
and the prospect remains in a passive role, responding to the follow-up.
This may vary depending on the company profile, the context, the urgency of the need, the personality of the actors involved.
In some particular situations, the prospect may have an active role in the follow-up, especially when there is an urgent need to obtain a solution to his problem.
Why email is not suitable for business follow-up
First, because email is the coldest channel of all possible options.
The level of response commitment generated by an email is much lower than that generated by a WhatsApp message or a phone call.
Even more so when the message is sent by a bot (and it shows).
In the absence of response, bots issue more messages, sometimes to the point of saturation.
But when you insist too much, the response is usually not positive, and you run the risk of “burning the contact.”
Why commercial emails generate low response commitment
Buyers (especially if they work for attractive companies) receive hundreds of sales emails every week, beyond the emails they actually want to answer (which are the priority in their work).
No buyer (unless they are a professional buyer from the purchasing department) is waiting for follow-up emails from potential suppliers.
For this reason, the response rate of a commercial email is low.
Now, the reasons for this low response may be several:
Ambiguous messages/cloudy communication: The prospect is not very clear about what action they should take or what they should respond to.
Lack of interest in the business process: Meeting 1 did not have the expected impact.
Before starting a commercial follow-up process, the executive and the prospect must agree:
What will be the next steps to which they will commit?
What specific tasks or actions will they perform to achieve them?
What will be the most appropriate channel(s) to communicate?
agree on how to follow up.
How should commercial monitoring be done to generate better results?
A good salesperson makes the prospect take small decisions that bring him malaysian numbers closer to the big final decision, which is hiring.
You should ask for small commitments:
Example:
“Please confirm that I understood the need correctly”
“Share information about the company with me”
“Please confirm that these are the next steps”
“Please confirm that it is okay for you to call me on the phone next Tuesday”
This way you can see that the prospect's commitment is intact to move up to the next level.
Or else, realize that that commitment does not exist and not dedicate efforts to accounts that show no interest.
We talk about Commercial Follow-up (SC) referring to the follow-up process that a commercial executive must carry out from the first meeting with a potential client until the closing of the contract.
The objective of the SC is to advance through the phases of the commercial process:
Arrange the meeting …
Identify the challenge …
Present a proposal …
Validate the proposal …
Close the contract …
Each of these phases will generate a series of actions that together make up the commercial monitoring process.
Who performs commercial monitoring?
In every SC there is a passive role and an active role.
Typically, sales follow-up is done by the sales executive (active role),
and the prospect remains in a passive role, responding to the follow-up.
This may vary depending on the company profile, the context, the urgency of the need, the personality of the actors involved.
In some particular situations, the prospect may have an active role in the follow-up, especially when there is an urgent need to obtain a solution to his problem.
Why email is not suitable for business follow-up
First, because email is the coldest channel of all possible options.
The level of response commitment generated by an email is much lower than that generated by a WhatsApp message or a phone call.
Even more so when the message is sent by a bot (and it shows).
In the absence of response, bots issue more messages, sometimes to the point of saturation.
But when you insist too much, the response is usually not positive, and you run the risk of “burning the contact.”
Why commercial emails generate low response commitment
Buyers (especially if they work for attractive companies) receive hundreds of sales emails every week, beyond the emails they actually want to answer (which are the priority in their work).
No buyer (unless they are a professional buyer from the purchasing department) is waiting for follow-up emails from potential suppliers.
For this reason, the response rate of a commercial email is low.
Now, the reasons for this low response may be several:
Ambiguous messages/cloudy communication: The prospect is not very clear about what action they should take or what they should respond to.
Lack of interest in the business process: Meeting 1 did not have the expected impact.
Before starting a commercial follow-up process, the executive and the prospect must agree:
What will be the next steps to which they will commit?
What specific tasks or actions will they perform to achieve them?
What will be the most appropriate channel(s) to communicate?
agree on how to follow up.
How should commercial monitoring be done to generate better results?
A good salesperson makes the prospect take small decisions that bring him malaysian numbers closer to the big final decision, which is hiring.
You should ask for small commitments:
Example:
“Please confirm that I understood the need correctly”
“Share information about the company with me”
“Please confirm that these are the next steps”
“Please confirm that it is okay for you to call me on the phone next Tuesday”
This way you can see that the prospect's commitment is intact to move up to the next level.
Or else, realize that that commitment does not exist and not dedicate efforts to accounts that show no interest.