Your Follow-Up Strategy Could Be The Key To More Sales

In sales, follow-up is often the key to converting a potential lead into a loyal customer. Surprisingly, 75% of salespeople fail to follow up with prospects within 24 hours. This leaves a massive gap in which your competitors may easily swoop in, claiming opportunities that could have been yours. The difference between a lead that fizzles out and a deal that closes is the follow-up strategy.

At Total Selling Solutions (TSS), we specialise in providing tailored training programmes and advanced sales technologies that help automotive sales teams build better relationships and close more deals. One crucial aspect of this is refining your follow-up strategy. If executed well, a follow-up strategy doesn’t just remind a prospect of your offer, it reinforces your value, builds trust, and positions you as a dependable partner who can address their needs.

In this blog, we will explore how you can perfect your follow-up strategy to maximise your chances of converting leads and keeping your clients engaged long after the initial interaction.

Why Your Follow-Up Strategy Is Crucial for Sales Success

The sales cycle in the automotive industry is competitive and often lengthy. A quick response to inquiries can set you apart from the competition and keep the momentum of the sale going. A well-timed and thoughtful follow-up strategy can also help you address any concerns, answer questions, and keep the customer excited about your offering. On the other hand, a failure to follow up—or poor follow-up—can cause you to lose the customer’s trust and ultimately, the sale.

Your follow-up strategy is about more than just reminding prospects that you're still available. It’s about demonstrating your professionalism, reinforcing your value, and staying in the forefront of the customer’s mind. So, how can you optimise this process?

Perfect Your Timing for Maximum Impact

When it comes to follow-ups, timing is everything. The sooner you reach out, the better your chances of staying top of mind and progressing the deal. Timing not only reflects your efficiency but also shows your level of commitment to the customer.

1. 2-Hour Thank-You Call

One of the first steps in your follow-up strategy should be to express your appreciation immediately after a meeting or initial conversation. A 2-hour thank-you call is a great way to show that you value their time and input. At this stage, don't attempt to sell or push the customer further down the sales funnel—just thank them for their interest, and let them know you're available should they have any questions.

By waiting too long to reach out, you risk the prospect losing interest or feeling neglected. Keeping it quick and personal makes a significant impact and sets the tone for the rest of the process.

2. 24-Hour Follow-Up

Within 24 hours of your initial meeting, it's important to check back in. This follow-up should feel conversational and relaxed. It's an opportunity to see if they have any lingering questions or if there’s anything that wasn’t clear during the initial interaction. This is also a great time to address any objections or concerns they may have, making them feel heard and understood.

For example, you can say:

💬 "I just wanted to follow up and see if you had any questions after our meeting. Is there anything you'd like to discuss or need more information on?"

This gives you another chance to strengthen the rapport and keep the prospect moving towards making a decision.

3. 48-Hour Follow-Up

At the 48-hour mark, you should be actively working to move the conversation forward. This is when you want to remind the prospect of the benefits they’ll receive by moving ahead with your offer. It’s also a great time to ask for feedback or clarification, if needed. If they haven't made a decision yet, don't push too hard—ask for their input and let them know that you’re still available to assist.

A sample approach might be:

💬 "I’d love to hear your thoughts after considering the options we discussed. If there’s anything else I can provide, don’t hesitate to reach out."

This keeps them engaged and signals that you’re ready to support them through the decision-making process.

Leverage Multiple Channels for Increased Engagement

To ensure your message is heard, consider using multiple channels for your follow-ups. People have different communication preferences, so diversifying your methods will increase the likelihood of getting a response. Here are some strategies you can incorporate into your follow-up plan:

1. Call First

Phone calls remain one of the most effective ways to engage with prospects. A warm, inviting tone will create a personal touch and encourage a conversation. If you're unable to reach them, leave a voicemail. Make sure your voicemail doesn’t sound scripted—rather, keep it natural and focus on being helpful.

Example voicemail:

💬 "Hi [Customer's Name], this is [Your Name] from [Dealership]. I just wanted to follow up on our conversation earlier and see if you had any questions or needed more information. Feel free to give me a call when you get a chance. I look forward to speaking soon!"

2. Text Next

If you haven't heard back from the prospect after a call or voicemail, a personalised text message can be a great way to nudge them. Keep the message brief and friendly, reinforcing the value you offer. Texting is a more casual and immediate form of communication, and it’s often more convenient for the customer to respond to.

Example text:

💬 "Hi [Customer's Name], it’s [Your Name] from [Dealership]. Just wanted to check in and see if you had any questions or if I can help with anything. Looking forward to hearing from you!"

3. Email Follow-Up

After calling and texting, email is a fantastic next step. A well-crafted email gives you space to provide additional information, share insights, and offer value to the prospect. This could include a breakdown of financing options, a link to a product brochure, or relevant blog content.

Be sure to keep it personalised, and avoid sending generic emails that don’t address the prospect's specific interests or needs.

4. Handwritten Thank-You Card

In the digital age, a handwritten note can make a lasting impression. While this may seem old-fashioned, it’s a unique touch that shows the prospect you genuinely care. Sending a handwritten thank-you card can be especially impactful after a major conversation or following a test drive. It personalises your follow-up and creates a lasting memory of your customer care.

Make the Follow-Up Part of Your Sales Culture

Your follow-up strategy shouldn't just be a process—it's an integral part of your sales culture. At Total Selling Solutions, we work with automotive businesses to implement efficient follow-up systems and strategies, driving consistent and measurable results. Our advanced sales technologies, like StreamSpeak, allow you to track interactions and identify areas for improvement, ensuring that follow-ups are timely and tailored to each customer.

If you’re interested in refining your follow-up strategy and maximising sales conversions, our training programmes can help. With over 4 million calls tracked annually, we offer insights that help you stay ahead of the competition and keep your prospects engaged at every stage of the journey.