A successful demo can generate initial interest, but the follow-up is where deals are often won or lost. To keep the momentum going and build genuine connections, it’s essential to approach follow-ups with purpose, value, and personalisation. Here are six strategies to ensure your follow-up stands out and drives the conversation forward.
1. Multi-Thread to Build Broader Connections
Don’t assume that the person who booked the demo is the true champion of the deal. It’s likely that after just one call or demo, you haven’t yet identified your key advocate. Multi-threading—building relationships with multiple stakeholders—helps you gain a fuller picture of the decision-making process. Engage others within the company to understand different perspectives and ensure you’re not relying on a single point of contact.
2. Personalise Follow-Up Messages
While a group email can be useful, don’t stop there. Reach out individually to each attendee with a personalised message. For example, if someone mentioned a specific challenge during the demo, follow up with, “Hey, you mentioned X during our demo. I came across this article/resource and thought it might be relevant to you.” Adding value to each interaction shows that you’re paying attention and genuinely interested in helping them succeed.
3. Don’t Just Follow Up—“Value Up”
A standard follow-up like “Just checking in to see if you have an answer” doesn’t add much to the conversation. Instead, “value up” by sharing additional insights. For example, “During our call, you mentioned X as a challenge. We discussed our solution, and I’ve gathered some more information that could be helpful.” This approach positions you as a partner and problem-solver, rather than just another salesperson.
4. Stick to Your Sales Process
Whether you use MEDDPICC, SCOTSMAN, or another framework, follow your sales process—it’s there for a reason. These methodologies are designed to uncover key details, qualify opportunities, and prevent common pitfalls. By sticking to a structured approach, you’ll ensure you’re consistently moving the deal forward and addressing all necessary steps.
5. Leverage Sales Enablement Tools
Utilise technology to make your follow-up more engaging. AI tools can help you create tailored content, while digital sales rooms can provide a more interactive experience than traditional PDFs or slide decks. These tools allow prospects to explore additional information on their terms, increasing engagement and keeping your solution top-of-mind.
6. Stay Genuine and Be Yourself
Ultimately, the best way to sell is by being authentic. Prospects can tell when you’re genuinely invested in solving their problems rather than just closing a deal. Building trust by being yourself will go a long way in developing lasting relationships that are built on mutual respect and understanding.
In Summary
Following up after a demo is about much more than “checking in.” By multi-threading, personalising your messages, adding value at every stage, adhering to a structured process, and using the right tools, you’ll transform follow-ups into opportunities for deeper engagement. Remember, genuine interest and a tailored approach can make all the difference in turning a demo into a closed deal.
