Last month, I wrote about two fundamental scenarios pertaining to sales follow-up. The ability to execute effective follow-up strategies is often the difference maker — the key defining characteristic of an elite sales professional.
How do you teach effective follow-up strategies to your sales reps? What can help them optimize follow-up performance? I have the answers. First, I want to point to a specific strategy — something that has always worked for me and for the sales professionals that I have mentored over the years. I call it, “the executive summary” and here is how you can put this powerful tool to work.
The game plan
Following any initial sales presentation — virtual or in person — an account executive should send an email that details what happened at the meeting. For our example, suppose the meeting occurred on Wednesday the 10th, and a follow-up meeting is scheduled for the 17th, one week later. Important to note — scheduling the follow-up meeting before leaving the initial sales meeting is critical. At the very least, that follow-up meeting date and time should be “penciled in.”
On Thursday morning, less than 24 hours after the initial meeting, the executive summary — an email to the prospect — comes into play. Here is an example.
Subject:
Executive Summary — A customized refreshment program for A1 Distributing from ABC Refreshment
Hi Jane:
I truly appreciated the opportunity to meet with you and your team yesterday to explore how ABC Refreshment will provide A1 Distributing with a dramatic improvement in your workplace refreshment program.
To recap our meeting:
You and your team identified your objectives clearly.
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- “We are looking for a provider who will offer a greater variety of products for our pantry service program.”
- “On the OCS side, we want to see products that will keep our people from walking down the street to the local bean store for specialty coffee drinks.”
- “We need a reliable drinking water solution that will eliminate our dependency on 16oz plastic bottles.”
- “We need to control our costs and want to see a more consistent spending level from month to month.”
I was thrilled to see that you and your team were openly pleased by the four-point plan that I presented to accomplish your objectives.
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- Without having to involve your facilities team, we will add a regular rotation of exciting new products each week, which will be drawn from our vast inventory of available products. These products will supplement the popular, “must-have” items.
- On the coffee service side, our advanced bean-to-cup brewers along with state-of-the-art drip coffee brewers will provide a tremendous selection of specialty drinks and favorite selections from local roasters. Bag-in-box cold brew will provide a simple, finishing touch that will be appreciated by your staff.
- Our point-of-use water-filtration system, which comes with customized personal bottles, will eliminate the need for 16oz plastic. The savings will be significant, allowing you to focus on more healthy products, which was identified by Susan, the HR Director, as an important initiative.
- Your client services representative — a dedicated employee who will be assigned to your account — will review each invoice and ensure that monthly budgetary objectives are being accomplished. Additionally, that representative will be focused on the employee experience and your overall satisfaction.
We are very excited about next week’s taste testing and product sampling — along with an advanced discussion of the cost structure and our plan to facilitate a smooth transition to this new and much-improved program for A1 Distributing.
We will see you on the 17th at 10 a.m. as scheduled. If you have any questions in the meantime, please do not hesitate to reach out.
Thanks,
Bob Tullio — A1 Refreshment
Account Executive
The executive summary accomplishes many things:
- It reinforces all of the good things that happened at the initial meeting.
- It clearly points out what needs to happen for your company to earn the business.
- It keeps the prospect organized so as not to confuse your company with the next one that comes in to make a presentation. Chances are, they will not be taking this extra step. The executive summary will set your company apart.
- It sends a message: We have our act together, we pay attention to details, and we develop customized programs for our clients.
