Follow Up and Close the Sale by Jeff Shore – Book Summary
Jeff Shore’s “Follow Up and Close the Sale” delves into the psychology of sales and the pivotal role of effective follow-up strategies in closing deals. Released in 2020, this essential guide equips readers with practical techniques to enhance their sales performance and transform potential leads into confirmed transactions.
The Book in 20 Words
Unlock the power of effective follow-up to turn initial rejections into sales success by mastering buyer psychology and timing.
Who May Benefit from the Book
- Sales professionals seeking innovative tactics to boost their closing rates.
- Business owners aiming to improve their sales strategies.
- Individuals interested in the art of persuasion and closing deals.
The Book Summary in 1 Minute
Jeff Shore’s “Follow Up and Close the Sale” explores how skilled follow-up strategies can convert initial rejections into successful sales. Shore emphasizes understanding buyer psychology and the importance of timely follow-ups. The book reveals that the emotional state of buyers is fleeting, so acting quickly after a pitch is crucial. It also highlights overcoming resistance, the effectiveness of personalized follow-ups, and the power of making your sales process stand out. Key tactics include addressing resistance, leveraging emotional connections, and reviving old leads with thoughtful gestures.
The Book Summary in 10 Minutes
Understanding Buyer Psychology
The crux of Shore’s message is that a “no” from a buyer is not the end but an opportunity to implement a strategic follow-up. By understanding the emotional journey of buyers, sales professionals can better navigate their responses and objections. Shore illustrates that buyers’ emotional states are transient, meaning timely follow-ups are critical. If a follow-up is delayed, the initial emotional impact fades, reducing the chances of closing the sale.
The Importance of Timing
Shore uses a personal anecdote to underscore the importance of timing in follow-ups. After being impressed by a ghostwriter’s pitch, Shore was ready to delegate his writing tasks but was left waiting for three weeks for a follow-up. By the time the ghostwriter reached out, Shore’s enthusiasm had diminished, showing how a delayed follow-up can squander a prime opportunity.
Overcoming Resistance
Resistance is a significant barrier in sales, often causing premature abandonment of follow-up efforts. Shore reveals that resistance stems from an instinctive aversion to discomfort and tasks that are challenging. He argues that overcoming this resistance is crucial for success, urging sales professionals to confront and manage their reluctance to persist in follow-ups. The book suggests structuring your day to handle these challenging tasks early, thus bypassing the pull of procrastination.
Personalizing Follow-Ups
Effective follow-ups are deeply personalized. Shore advises taking detailed notes during initial meetings to tailor subsequent communications. For instance, if a client mentions a personal interest, such as a child’s involvement in karate, following up with relevant information or gestures demonstrates attentiveness and builds a stronger connection. This personal touch helps differentiate you from competitors and keeps you top-of-mind for the buyer.
Simplifying Choices for Buyers
In a cluttered market, buyers often discard options that seem complex or forgettable. Shore emphasizes the importance of making your product or service stand out by simplifying the buying experience. By ensuring that the sales process is easy and intuitive, and by remaining persistent and thoughtful in follow-ups, sales professionals can avoid being lost in the sea of options.
The Power of Personal Connection
Shore stresses that while email is a common follow-up method, it often lacks the emotional impact of face-to-face or telephone conversations. Personal interactions, including in-person meetings or phone calls, provide a richer dialogue and allow for more nuanced communication. When personal contact isn’t possible, a well-crafted phone call is the next best alternative to convey enthusiasm and sincerity.
Reviving Old Leads
Finally, Shore discusses the potential in re-engaging old leads that were once close to converting. Circumstances change, and a lead that was not ready to buy previously may now be interested. He advocates for personalized follow-ups, such as handwritten notes, to reignite interest and address any new barriers to purchase. This approach shows genuine concern and can turn near-misses into successful sales.
About the Author
Jeff Shore is the founder and president of Shore Consulting Inc., a leading sales training company. With extensive experience in sales and buyer behavior, Shore has authored several influential books, including “Be Bold and Win the Sale.” He also hosts “The Buyer’s Mind” podcast, where he shares insights on sales strategies and buyer psychology.
7 Key Lessons and Takeaways
- A “no” is not the end; it’s a chance for a strategic follow-up.
- Timing is crucial—act swiftly to maintain the buyer’s emotional engagement.
- Overcoming resistance is essential for successful follow-ups.
- Personalize follow-ups with detailed notes to strengthen buyer connections.
- Simplify the buying process to stand out among competitors.
- Use face-to-face or phone communication for a more impactful follow-up.
- Revive old leads with personalized approaches to uncover hidden opportunities.
How to get the best of the Book
Apply Shore’s strategies by integrating timely follow-ups, personal touches, and persistence into your sales process. Tailor your approach to each buyer’s needs and manage resistance proactively for optimal results.
Conclusion
“Follow Up and Close the Sale” is a crucial resource for anyone looking to enhance their sales skills. Jeff Shore’s insights into buyer psychology and effective follow-up strategies offer valuable guidance for transforming initial rejections into successful transactions. Embrace persistence, personalize your approach, and master the art of follow-up to excel in the competitive world of sales.