Do your business communications work or do they turn-off your prospects? This is the question addressed in a recent article by renowned sales trainer Paul McCord. “Prospecticide” is how McCord defined many business communications employed by unknowing and well-meaning correspondents in the business world. The follow up correspondence is as important as the very first contact, says the former Texas A&M professor . . . and many salespeople blow it. Prospecticide is a serial crime, one that is repeated and repeated by unknowing peddlers who can’t understand why they don’t get responses to their well-intended messages. Professional salespeople know the value of the follow-up, after all, how many prospects buy on the first call? Not all products represented are of the one-call-close classification. In the initial presentation, the salesperson explained the features and benefits of their wares (hopefully emphasizing the benefits and not the features) to the prospect. They determined the need and explained how their product or service fit that need. The closing questions were asked, but the prospect was not in a position to make the final decision in that first meeting. Follow-up is called for, but how can it be done with an appropriate frequency and with a message that will keep the prospect on track for a purchase? McCord’s contention is that many of the follow-ups done by seemingly professional salespeople send the wrong message. They address the needs of the selling company, not the prospect. All follow-up e-mails, telephone calls, snail-mail letters, faxes or whatever should address the needs of the prospect and have a specific purpose, not just a “called-to-see-how-you’re doing” type of message. After a few of these time wasting calls or e-mails, the salesperson will find his calls screened, e-mails deleted or blocked and the prospect “dead” to any further contact. Salespeople must teach their prospect that they value their customers’ time that they will communicate on when they have something to say that will benefit their clientele. There are many appropriate reasons for follow-ups, including: • Copies of articles relating to the same industry that will interest the recipient. • Additions or modifications to your product that will enhance the application to the prospect’s company. • Information about economic conditions that could advance the prospect’s decision to buy sooner rather than later. • Articles of personal interest to the prospect. • Awards announcements about the salesperson’s company. • Announcements made about the prospect’s company. These are just a few examples of how a salesperson can formulate a campaign of follow-up contacts. There are many other that can be used if they meet the test, “Does this add value for the prospect?” The more value that can be added to follow-ups, the more value the salesperson has to the prospective client. When the prospect perceives value from the contacts, he gives the salesperson greater access to his time and greater consideration to his products and future relationship. Careful thought should be given to what form and methods should be used for follow-ups. Done properly the salesperson will have his calls returned, e-mails responded to and the competition will be moved out of the way. Price will no longer be the primary consideration in the buying decision, because the salesperson will have a perceived value to the prospect. The basis for a great business relationship will have been established.