Learn what being a member does for you
The Seller Styles
See a summary of all our programs and certifications
Certified Professional Sales Person(CPSP®)
Develop your potential as a certified sales professional
Certified Professional Sales Leader(CPSL®)
Grow your impact as a certified sales leader
Certified Master Sales Professional (CMSP®)
Join the elite group of sales professionals and leaders
Advanced Sales Influence (ASI)
Take your influence and leadership to the next level.
Sales Success Principles
Learn foundational sales behaviors, strategies, and skills
Power of Contact Marketing
Learn from marketing expert and author Stu Heinecke
Join the top 1% of sales professionals in the world.
Next Level Virtual Coaching
Join our ongoing dynamic virtual coaching community
Explore job postings from some of the best companies in the country looking for sales professionals
Daily Dose of Influence!
Enjoy our video series of influence tips and strategies
Leads To Growth
Dig into our podcast featuring industry leaders and experts
Learn from our high-level sales coaching video series
Women of Sales & Influence – Facebook Live Series
Be inspired by our Facebook Live series spotlighting top women influencers
Women of Sales & Influence – Video Blog
Enjoy valuable, high-level sales strategies to empower your sales goals
The Growth Quotient
You’ve heard about IQ, but what is your GQ?
Our Commitment to You
We are here to help your approach to sales, how you interact with others, and how you perform and execute
NASP Sales Blog
Learn from our member-submitted articles for sales professionals
Write For Us
Share your sales expertise and insights with our community
About Our CEO
Standards of Conduct
Common Questions and Answers
You’ve sent a kickass email. Now what? To answer this, we revisited our friends at Lavender to discuss the art of the follow-up sales email. You might recall the first installment, “Inbox Triage: 3 Tips For Becoming Your Prospects Top Priority” with CEO and CoFounder of Lavender, William Ballance. Now, we’ve invited them back to shine a light on the next step of the sales emailing process: How To Follow-Up Like A Pro.
Follow-ups can be daunting and, too often, salespeople make simple and preventable mistakes when attempting to reengage. So, we had Lavenders CoFounder, Will Allred, speak on this during our most recent webinar, “How To Follow-Up Like A Pro with One of LinkedIns Top 10 Voices of Sales for 2021, COO and CoFounder Will Allred”.
Lavender is an email assistant that helps you write better emails, faster. It does this by using artificial intelligence to cross-reference your email with billions of successful sales emails. While you write, you are given live feedback and suggestions for how to improve. Lavender makes your emails as effective as possible with a variety of tools and insights. You can learn more about the tools they provide in the preceding blog and the first webinar.
Will begins his presentation by recalling some of the crucial information his CoFounder previously shared. He discusses what they call “inbox triage”, essentially how to assess and improve your emailing. Going back to William Ballance’s presentation, Will notes that emails should be written at a sixth-grade reading level or below. While it may feel like the better option to use complex words to make us sound intelligent, that doesn’t serve the true purpose of sales emailing: to get a response and spark a conversation. The old adage of K.I.S.S, keep it simple stupid, is the best way to hold the attention of the busy decision-maker.
This was his general framework for achieving an optimum cold email:
Have empathy for how recipients experience their inboxes. Decision-makers see their inbox as a to-do list which creates a natural barrier to enthusiasm. Because of this, you should lead with empathy by remembering to keep messages “concise, simple, and conversational” (Will Allred).
As with most aspects of sales, focus more heavily on their pain than your solution. The first email will likely not result in an immediate purchase decision. You must first let them feel comfort in knowing that you understand their current problem. This lends itself to one of the most prevalent and consistent topics discussed by the founders at Lavender: writing conversationally. There should be a natural progression of back and forth building up to the pitch for your solution, just as you would expect from a face-to-face encounter.
People make the mistake of shifting in tone when sending a follow-up. What might begin as a confident and inviting message, usually changes to an insecure follow-up with sad undertones. You initially reached out for a good reason and Will Allred encourages you not to lose sight of that. That being said, remain consistent in your delivery and motivated by your initial assessment of prospect needs.
Will included a few tips for our viewers. First, he reminds us that not receiving a response usually is not personal. You may have sent a great cold email, but if that person is too busy, the only thing you can do is keep trying. Don’t lose hope here. This is likely what we would call the deception phase of cold emailing and, as we teach in the Certified Professional Sales Person training, you must push through this in order to make lasting change and see successful results. Again, you reached out with a clear idea of how you can provide a solution, so don’t lose sight of it.
Personalization makes a good follow-up. In our last interaction with William Ballance, he spoke about Kyle Coleman’s 5×5 for Personalization. Spend five minutes collecting five pieces of information about your prospect that go deeper than surface-level demographics. Use what you learn in your follow-up, but be sure to save some information to be spread out during the duration of your interaction. Additionally, keep in mind that follow-ups are crucial in developing the story of your offering as a successful solution.
You want to stay away from phrases that are trending in sales. This is because they are often oversaturated and do not yield the interpretation that you are looking for. Authenticity is always the better option. Furthermore, avoid apologizing for reaching out to them. This translates to the perceived decrease in confidence that was discussed earlier.
Cadence is the rate at which you continue to reach out to your prospect. Will Allred argues that most follow-up intervals are too spread out. He says that you will likely be forgotten if follow-up sequences are not rapid enough. That being said, Will likes to think of follow-ups like a High-Intensity Interval Workout rather than a marathon.
Utilizing other platforms to make contact is also a great way to achieve this effect. Check out our webinar below “So you Didn’t Get A Reply, Now What?” and Learn How to Follow-Up Like A Pro, From A Pro.
If you would like to hear more advice and wisdom from Lavender COO and CoFounder, Will Allred, then you should watch our webinar. More content from the minds of Lavender is available via NASP at (insert link) or watch the episode with William Ballance here.
About the author