GTM Launchpad Issue #18: The Art of Nurturing and Following Up: It's Not Over Until It's Over

Welcome to the GTM Launchpad newsletter! Each week, I will share with you a sales play to help you grow your business, level up your sales game, and find success in the trenches. My aim is to provide you with actionable insights. Stay tuned for practical tips on cold calling, lead gen, and closing deals!

Hey GTM Launchpad Community 👋

Welcome back to another action-packed week in the sales cosmos. Today we are tackling one of the toughest challenges in our sales journey. Mastering the art of follow-up, both in prospecting and nurturing. It's time to turn the silent prospects into engaged conversations.

Picture it as a dance. You can't just stand in the middle of the floor, perform your routine, and then expect the other person to join. You must invite them, engage with them, and make it about them, not just about you.

Keeping the Beat: Follow-Ups in Prospecting

Whether you are an SDR, a Founder, or an AE, you know this all too well. You reach out to a prospect and silence greets you. You've sent a few emails, made a few calls but you are yet to hear anything back. It's a common occurrence. But it's one that can be overcome with strategic and consistent follow-ups.

Now we're not talking about the generic "Just following up" or "Circling back" messages. These follow-ups need to be about the prospect, their pain points, their needs, and how your solution can assist them. The aim? To start a dialogue, offer value, and build a relationship that could ultimately lead to a booked meeting or closed deal.

The Art of Nurturing: Following Up Post Engagement

Even after the initial engagement, the dance is not over. You've had the meeting, you've had the qualification call, but the prospect is not ready to proceed. So, you nurture them. You maintain contact with a blend of educational marketing touches, event invitations, personal phone calls, and social media engagements. You stay relevant, helpful, and consistent.

Evidence in Numbers

Consider these stats:

• It takes an average of 8 follow-up attempts to secure a meeting (Telenet & Ovation Sales Group).

• 44% of sales reps give up after just one follow-up (The Marketing Donut).

• 80% of successful deals need at least 5 follow-ups (The Marketing Donut).

• Sending 4-7 follow-up emails can triple response rates (Woodpecker.co).

These figures underline the undeniable importance of follow-ups in both prospecting and nurturing. Persistence when executed with a strategic approach can break through the silence and instigate meaningful conversations.

Crafting Engaging Follow-Up Communications

Creating follow-ups that resonate requires a keen understanding of timing, relevancy, value, and maintaining a fine balance between persistence and respect. Use problem-solution frameworks, social proof, content sharing, or trigger events to engage your prospects and illustrate your commitment to helping them accomplish their goals.

Turning the Tide: A Testimonial from The SD Lab

We've seen this strategy in action here at The SD Lab. One of our clients initially showed no interest in our solutions but through a strategic nurturing process of sharing educational content, making regular check-ins, and consistently offering value they not only signed up but became one of my most valuable clients! As I say “ The battle is won in the follow-up” 🤘

In Conclusion: Keep the Rhythm Alive

Every cold lead is a potential engaged conversation waiting to happen. Every 'not yet' is a potential 'yes' in the making. Persistence, strategy, and value-centric communication can keep the momentum alive and turn the tide in your favor. Keep dancing, keep engaging, and never, ever lose the rhythm.

As always let's keep this dialogue going. If you have any questions, comments, or personal stories to share about follow-ups and nurturing just shoot a reply! To the next beat!

Cheers to another week of striving and thriving! ✌️

^{Thanks for reading, see you again next week at 8 am MST!}

^{- Tom Slocum ✌️}

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