The Art of Follow-Up in Enterprise Sales

I was recently reminded of the fine art of follow-up in complex selling environments, being privy to a colleague's follow-up email to a prospect. It was masterful in its:

• Articulating value in both quantitative and emotional terms,

• Balancing the perception of control of the process between the individual and the prospect,

• Blending of the use of the words 'I,' 'We,' and 'You.'

In enterprise sales, the art of follow-up is a key ingredient to closing deals and building long-lasting relationships with clients. Following up -- in the "right way" -- can go a long way in helping you stay top of mind, showing your commitment to your client's success, and demonstrating your value as a trusted partner.

Here are some ideas around artful follow-up with clients and prospects:

Be persistent, but not annoying. Following up can be a delicate balance. You want to show that you're committed to the success of your clients, but you don't want to come across as pushy or annoying. One way to strike a right balance is to vary your communication channels (e.g., email, phone, text, LinkedIn -- and even a hand-written card) and personalize your messages based on their interests and needs.

Be responsive. When prospects or clients reach out to you, make sure to respond promptly and with helpful information. This will demonstrate your commitment to their success and build trust over time. Also, if you promise to follow up with someone at a specific time or date, make sure to do so.

Provide value in every interaction. Every interaction with a prospect or client is an opportunity to provide value and demonstrate your expertise. Even if you don't have an immediate solution to their problem, you can offer helpful resources or insights that demonstrate your commitment to their success. There can be a lot of value in pointing people in directions that don't necessarily involve you directly.

Stay organized. In enterprise sales, you may have dozens or even hundreds of prospects and clients to manage. It's imperative to stay organized and keep track of your communications to stay on top of your follow-ups. Ensure that you're providing a consistent and personalized experience for each client.

Be patient -- and know when to stop selling. Enterprise sales can be a long process, and it may take many follow-ups to close a deal. Don't get discouraged if you don't hear back from a prospect in a timely manner or if a deal falls through. Keep following up, providing value, and demonstrating your commitment to their success. Letting "the process" work can be a true test of patience, but it often works in your favor -- even years later in some cases.

In summary, the art of follow-up in enterprise sales is about being persistent, responsive, and providing value in every interaction. By mastering these skills and staying organized, you can build long-lasting relationships with clients and close more deals over time.