Why You Should Send A Follow-Up Email

by | 2 minute read

It’s no secret that sales­peo­ple should fol­low up sales calls. But HOW should they fol­low up? Dr. Jim Ander­son, who blogs as  “The Acci­den­tal Nego­tia­tor,” believes that emails are an easy and effi­cient way to fol­low up a phone call, as well as add a lit­tle some­thing to the account’s paper trail. Phone calls are such a vital method of com­mu­ni­ca­tion but a major weak­ness is the lack of “proof.” “Oh sure, we might be able to point at our cal­en­dar after the call is over to show that it was sched­uled to hap­pen, but no papers were exchanged and there is real­ly no proof that we talked,” Ander­son explains. “This means that what we do after the call is that much more impor­tant.”

He rea­sons that emails are a great go-to for the post-call com­mu­niques. But, don’t just fire off an email with­out giv­ing it any thought. Follow-up emails, to be effec­tive, need to be care­ful­ly writ­ten. Below are just a cou­ple of Anderson’s tips:

  • Mind your gram­mar. Prop­er gram­mar, spelling and punc­tu­a­tion help build your pro­fes­sion­al rep­u­ta­tion, whether you think they real­ly mat­ter or not. Few peo­ple have their emails proof­read (like they would a for­mal doc­u­ment), which is a shame because prospects and clients DO notice gram­mat­i­cal errors. Before hit­ting “send,” take a moment to care­ful­ly re-read what you wrote or have it proofed by a fresh pair of eyes.
  • Be care­ful with your words.“The words that we use in our email need to be select­ed very care­ful­ly because non­ver­bal com­mu­ni­ca­tion does not come across in an email,” Ander­son writes. The read­er won’t be able to hear the tone of your voice, so it’s impor­tant you use cau­tion when select­ing your words and phras­es.  Urgent com­mands, sar­casm, etc. should all be avoid­ed.

A follow-up to a phone call is an impor­tant part of cus­tomer ser­vice, as it thanks the per­son again for his or her time, sum­ma­rizes the con­ver­sa­tion and adds to the account’s paper trail. And, by tak­ing a lit­tle extra time to craft a thought­ful, well-written email, you’ll demon­strate your own pro­fes­sion­al­ism and atten­tion to detail.

Jessica Helinski

Jessica Helinski

Jes­si­ca is a senior research ana­lyst for Sales­Fu­el focus­ing on sell­ing to SMB deci­sion mak­ers. She also reports on sales and pre­sen­ta­tion tips for Sales­Fu­el and Media Sales Today. Jes­si­ca is a grad­u­ate of Ohio Uni­ver­si­ty.