Follow-Up Phone Calls Lead to Sales

Thank you to our guest blogger Kathleen Frazer, District Manager of Reliable Storage!

A Follow-Up with a Potential Customer Goes a Long Way

There’s always a chance for us to get better at what we do, and I want to focus on ensuring we close our leads effectively and boost our conversion rates, turning those inquiries into actual renters. 

Now, I know some folks might not be fans of sales calls, but it’s important to remember that these follow-ups are not cold calls. They’re just friendly reminders of our previous chats. There’s really nothing intimidating about them.

You already have a connection with the customer, and it’s simply about checking in on how they’re feeling. You could ask something like, “Did you have a chance to think about it?” or “Would you like to make that reservation?” It keeps the conversation natural and open.

Let the Customer Know You Were Listening

During the follow-up phone call, did you answer all their important questions? That’s a biggie. Taking notes is super helpful during the original lead call. If someone says, “I need to be out of my apartment in a couple of days,” follow up on it quickly. You can ask them, “What does your timeline look like now?” and refer to the notes you took during your earlier conversation.

We’re also always working to refine the types of questions we ask and to really listen to the answers. This will help us understand each customer’s unique needs, which can vary widely. Are we truly listening to what they want, or are we just going through the motions and presenting our options without really engaging? Let’s make sure we connect on a personal level!

Getting All Employees on Board

One important point I emphasize to managers is that follow-up is mandatory. I expect them to call the clients within 24 hours and email them within two days. I’ve customized the process and established a structure around it so everyone understands the expectations.

I wanted to ensure they recognized the importance of timely follow-up, which is why I encouraged SkilCheck to begin reviewing this process for us with the Follow-Up Telephone Shops. I’ve presented my managers with examples showing that when follow-up occurs, more calls convert into sales on the second call.

It’s essential to emphasize this because the person who answers the phone is often the one who secures the sale. If we hesitate in our closing attempt, we lose a sale. Instead, we should set an expectation by saying, “I’m going to call you tomorrow,” which personalizes the customer experience.

Let the Customer Know You’ll be Following Up for Their Convenience

Engaging with customers and making them feel welcomed and valued is crucial. We need to position ourselves as storage experts. Remember, customers who call us may not have the same level of knowledge, so we must tailor our conversations to their needs. For example, saying, “If you have more questions, I’ll follow up with you tomorrow to address anything that comes to mind overnight,” can greatly enhance their experience.

We have repeatedly emphasized this practice. It does take time to develop, but with consistent effort, it can become second nature.

Remind the Customer That We Are Trying to Help Them, Not Add Another To-Do to Their List

I believe it’s important to reiterate our slogan: “Making storage stress-free.” This reflects our mission to alleviate the stress and overwhelm that often accompany moving and storage. It’s essential for our team to focus on our tone, language, and overall attitude to ensure we contribute to a stress-free experience. Our goal is to de-escalate any tension; we want to be seen as a solution, not just another problem.

The Sweet Spot for Follow-Ups

The best turnaround time for a follow-up phone call is 24 hours. I do allow a little flexibility if the call is on a Friday; they can still follow up on Saturday. However, if the customer is unavailable or doesn’t answer, I expect them to call again on Monday.

If an issue arises over the weekend, they may follow up on Monday as well. It is essential that they document the account with notes in the call center system and record it in their shared log. I require this log to be shared with each of their managers so the incoming manager is informed about what happened in the previous week and any ongoing issues.

Don’t Assume a Lead Has Timed Out

We review our canceled leads carefully. For instance, one of our team members had a canceled lead because the potential customer was concerned about costs. I suggested that she revisit this lead, especially since we now have a promotion and a sale happening. I encouraged her to call back and inform the customer about the current promotion, hoping to convert that lead into a sale, and it was great to add that customer touchpoint!

You never know whether they have found a solution elsewhere. Some people tend to procrastinate. If our prices were too high, it’s likely that all our competitors have similar pricing. This follow-up serves as an additional touchpoint to remind them, “Hey, by the way, remember me?”

Voicemail Counts!

I provided my managers with an outline of what I would like them to convey. Here’s a version of what I suggested:

“Hi, I’m Kathleen from Bainbridge. We spoke just a few days ago, and I wanted to touch base to make sure your storage needs are met. If you have any questions, feel free to call me back or stop by my office. I’m available from 9 AM to 5 PM, and I’d be happy to give you a tour of our facility. Welcome to Reliable Storage!”

It’s important that the message be friendly, not pushy. Additionally, including who they are helps customers remember, as they might be wondering, “Okay, who is this person?” Emphasizing that we’ve just spoken—whether yesterday or the day before—helps jog their memory as well.

Follow-Ups Help Everyone Stay Connected and Top of Mind

I believe it’s important to keep your company at the front of customers’ minds. By taking the extra step to check in with them, you ensure that all their questions are answered, that they feel comfortable, and that they receive what they need. Even if they choose a competitor, staying in touch shows you care about their well-being and their satisfaction with their decision. This approach makes the interaction more personal and memorable.

Ultimately, your goal is to maintain that top-of-mind awareness and push our company ahead of the competition.