Just Checking In

And Other Meaningless Phrases Salespeople Use in Emails

“Hi [Prospect], I haven't heard back from you, so I just wanted to check in. Cheers, [Salesperson].”

Leslie Ye’s advice is the best: Check in with a purpose.

Her rule of thumb for "just checking in" emails to prospects is essentially this:

1.     If you have a good reason to reach out or have new value to provide, reach out.

2.     If you don't, think of one, then reach out.

3.     If you can't think of a single legitimate reason to follow up that would be beneficial to your prospect, then don't.

A “good reason” to reach out is when you and the prospect agreed to this during a prior communication; if the prospect committed to a step - like returning the signed contract - and has not; or if they did not show up for a call. 

And here is a list of alternatives to the just-checking-in-email, if you do not have a good reason but want to find one. I did borrow from Leslie, though I added my own spin to it.

For all these, there is one overriding principle: make sure that what you send is relevant to the prospect. Otherwise, they will - rightfully so - consider it spam, and it will devalue every future interaction you have with them.

1. Send actionable advice. Your messages should provide value to your prospects. Provide them with a piece of actionable advice.

2. Send a how-to guide. Email them a longer how-to guide. And offer to follow up over a phone or video call if they're interested.

3. Describe a potential opportunity. In your research, have you identified a potential opportunity for their company? Let them know. This will help you build a relationship as a trusted advisor with them.

4. Share a relevant industry article. If you've found an article that's relevant to their industry or profession, send it to them.

5. Respond on social media. One important tool you can use to connect is social media. Respond to something the prospect said on social media, then follow up with more resources.

6. Answer a question on an online forum. Successful sales reps meet their prospects where they are. If they've posted on a forum, answer one of their questions and follow up with more resources.

7. Reference a relevant blog post. Have they published a new post on their blog? Read it and include a reference to it in the message you send to them. This will further solidify that you're interested in them and their business.

8. Send them a blog post from your company. On the other hand, if your company recently published a blog post that's relevant to the prospect, send it their way.

9. Recommend an event. If there's an event in the prospect's area that's relevant to their industry or business, connect with them on that. Even if they already plan to attend, this is another way to rekindle the conversation.

10. Invite them to a webinar. Invite the prospect to an upcoming webinar or educational event your company is hosting.

11. Send them a customer story. Pass along a link to relevant press coverage of one of your highest-profile customers. This gives them an example of what's possible with your company.

12. Explain a blog post you're writing. Tell the prospect you're writing a blog post featuring industry experts, then ask to quote them.

13. Mention a mutual contact. Let them know you were just talking to [mutual contact], and they said such-and-such good things about the prospect and/or prospect's company.

14. Congratulate on a promotion. Congratulate a potential decision-maker on a promotion. A former champion could now influence a purchase decision.

15. Congratulate a funding round. Congratulate them on a funding round. Having more resources usually means growth, and growth means addressing priorities that weren't previously top-of-mind.

16. Ask about a new job creation. Ask whether newly created positions relevant to your product reflect new company initiatives — strategic shifts indicate changing needs.

17. Explain a new law or regulation. Ask how they're planning to respond to new legislation. A new law or regulation could impact their urgency.

18. Let them know your team has added a product feature they wanted. And invite the prospect to an upcoming webinar or educational event your company is hosting about it.

And finally, this classic that works more times than you think:

19. Send a breakup email. If the prospect has gone entirely silent, send a breakup email to close the loop.

Contact us to find out how a fractional or interim sales leader can help your business excel.

 __________________

Hubspot - Just Checking In

Photo by author