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A few years ago, our then 16-year-old daughter had just earned her driver's license and was ready to tackle her next challenge: getting a summer job.
Like probably every other high schooler eager for summer employment, she requested and filled out applications from various establishments. She even went so far as to turn in the completed forms. A week passed, and when I asked if she had followed up, she told me, "They've got my information. They'll call me when they're ready."
I explained to my daughter that while that may turn out to be true, it was a better strategy to stack the odds in her favor by following up.
The same philosophy holds true in the business world. Taking a passive position seldom leads to success; you must take action. And believing that you're so amazing that "they'll call me" and you need not follow up is probably not the attitude to adopt when trying to win someone over, whether you're hoping to score an interview, land a new client, or schedule a meeting.
There is a fine line between being proactive and being a pest. I like to call my follow-up method "sweet but persistent" or SBP for short. Being SBP means that you're tenacious but in a kind way. It calls for using your awareness to change your perspective; put aside your fear of failure to see beyond the status quo to the long-term possibilities.
To be successfully SBP, you must take to heart a few truths:
Yes, knowing if you've made the cut with your proposal is urgent and top-of-mind...to you. Maybe not so much to your potential client.
Use the power of empathy to put yourself in your prospect's shoes. Imagine that several people are simultaneously hitting you up with requests. What would resonate most with you: the person who bombards you with the same ask or someone who finds a way to break through with kindness and considers what you want?
When you approach follow-up with your client's needs in mind, the focus shifts from transactional to consultative—you're trying to help them find a solution rather than sell them on your product. You're serving, not selling. That's a huge difference.
Even if you're waiting for an answer, you can follow up in a softer, more meaningful way. Offer up a link to an article that addresses a pain point of theirs. Congratulate them or their company on a recent accomplishment. Or pass along something completely unrelated to business—the best place to score a coveted toy for their child, or a recommendation for a new restaurant featuring their favorite cuisine.
Doing this demonstrates two things: 1) that you were listening (and paying attention) during your previous exchanges, and 2) that you want to help and provide value, even if it has nothing to do with your original reason for following up. Bonus: It gives them a preview of what it's like to work with you, which may be a welcome change from the sea of other competitors.
It really is about you.
Can you think of someone whose phone call you automatically send to voicemail? Have you ever connected with someone on LinkedIn only to be hit up 5 minutes later with a sales pitch that has nothing to do with your needs or business?
Ugh, please don't be that person.
If you're never getting through to your intended audience, there may be a reason why. Perhaps you're forgetting the "sweet" along with your "persistence" and coming across as overly aggressive and pushy. Or maybe you're erring on the side of ease (read: lazy) and not customizing your request, sending the same, canned pitch to every prospect in hopes that someone will bite.
Take a beat and reevaluate your approach. Use your creativity to adapt your behavior. Sure, it takes a bit more work but isn't it worth being remembered as someone who cares more about the person they're trying to partner with rather than the deal itself?
Relationships are key.
The bottom line is this: People will always choose to work with (and buy from) people they trust and with whom they feel comfortable. Think of your follow-up (and really, any human interaction) as a way to build and maintain exceptional relationships.
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And what became of my daughter's job quest? After getting some coaching and help writing a sample script, she made a follow-up phone call (not-so-secretly hoping she'd just be able to leave a voicemail). Imagine her surprise when a live human answered the phone, thanked her, and asked her to call back in a few days so they could schedule an interview.
Spoiler alert: The SBP method got her the summer gig. Hopefully, it can also help you win your next client.
