The Art of Outreach: How to separate your follow-up from spam
You did it. You’ve successfully closed out another contract, or maybe you made another big sale! But what comes next?
For a lot of businesses, that’s where the story ends, but a good customer service team knows that the moments after a project wraps or a sale is made are just as important for building rapport. A good follow-up is one of the most underrated tools for building lasting relationships with clients and customers. But it can be a challenge to do without cluttering their inbox or chasing attention.
So how can you effectively, respectfully, and authentically execute a follow-up plan?
Why following up matters
A thoughtful follow-up isn’t a formality. It’s the next step in service.
It tells your clients that they aren’t forgotten the second their project ends. It shows them you’re a professional who cares, and it’s your opportunity to express genuine curiosity about their experience working with you. For businesses of every size, it builds trust, expands your relationships, and helps you refine your products and services.
It also allows you to ask the important questions.
What did they love most about working with you?
What could be improved next time?
Would they work with you again?
When follow-up becomes spam
Let’s be honest–everyone has a crowded inbox. And people don’t want that space wasted by impersonal, repetitive, pushy emails. If your follow-up includes multiple messages that use generic, canned language focused on you, then why would they waste their time?
Outreach shouldn’t be transactional. Before you hit send, ask yourself what they have to gain by responding to you.
Following up intentionally
Your follow-up should be a conversation. Here are five things to remember when you start crafting that message:
Wait a few days or even a week after a project or a sale before reaching out to give them time to assess their feelings.
Lead with gratitude–thank them for choosing your business.
Make it personal by including something specific about the project or product.
Ask open-ended questions instead of sending them a multiple choice survey.
Add value for them by sharing a resource or offering a discount if they provide feedback.
Building relationships
When you ask for feedback in a meaningful way, it isn’t just about the information. It’s about making sure your client knows that their feedback means a lot to you and will help you grow.
It turns clients and customers into collaborators. Even if it isn’t a glowing review, it still provides you with actionable information. You don’t want your relationship to end with a product sold or a delivered project–you want it to grow beyond that.
At Skysight Strategic Communications, we specialize in turning customers and clients into partners who will work with you for years to come. Let’s talk about how we can help you transform your follow-up strategy into a pipeline for leads, referrals, and returning customers.
