The EZR Approach: Exposure, Zeigarnik, and Reciprocity to Supercharge Your Follow-Ups

"The difference between successful people and really successful people is that really successful people say no to almost everything." - Warren Buffett, from his interview with CNBC's Becky Quick in 2018.

This gem from the Oracle of Omaha might seem counterintuitive for sales follow-ups but stick with me. In follow-ups, saying "no" to distractions and "yes" to persistence is the secret sauce. Let's dive into why persistence pays off and how to master it without being a pest.

 🎭 The Follow-Up Fumble: A Sales Tragedy

Picture this: You've had a great call with a prospect. They seemed interested, asked all the right questions, and you're feeling on top of the world. Then... crickets. 📞🦗

You're left wondering: Should I follow up? Am I being pushy? What if they ghost me?

Sound familiar? You're not alone. The fear of rejection paralyzes even the best salespeople, turning potential wins into missed opportunities.

But here's the kicker: 80% of sales require at least five follow-ups. Yet, 44% of salespeople give up after just one "no". Ouch! 😬

Don't worry, I've got your back. By the end of this newsletter, you'll be armed with the psychological weapons to turn those follow-up fears into follow-up cheers. Ready to become a persistence pro? Let's go!

🧠 How To Master The Psychology of Persistence

Why should you care about mastering persistence? Simple: it's the difference between closing deals and closing shop. Persistent follow-ups can increase your sales by up to 50%! But it's not just about pestering people – it's about understanding the psychology behind why follow-ups work.

Unfortunately, many salespeople don't grasp these principles. They either give up too soon or come on too strong, turning prospects off faster than you can say "cold call".

Here's why so many struggle:

•  Fear of rejection 

•  Lack of understanding buyer psychology

• Poor timing and frequency

• Ineffective messaging 

• Inconsistent follow-up strategies

But fear not! I'm about to show you how to overcome these hurdles and become a follow-up phenom.

Here's how, step by step:

Step 1: Leverage the principle of mere exposure

The mere exposure effect, first identified by social psychologist Robert Zajonc in 1968, is a psychological phenomenon where people tend to develop a preference for things simply because they're familiar with them. It's like that catchy song you initially hated but now can't stop humming – familiarity breeds liking!

In sales, this principle is pure gold. Each follow-up is not just a reminder, it's a subtle psychological nudge making your prospect more likely to say yes. But here's the kicker – it's not about bombarding them with "Buy now!" messages. It's about becoming a familiar, positive presence in their world.

Here's how to make mere exposure work for you:

Plan your exposure strategy: Map out a sequence of 7-10 touches over 2-3 weeks. This isn't random – studies show that it takes an average of 8 touches to get an initial meeting with a new prospect. Your goal is to become a familiar face (or name) without overwhelming them.

Diversify your channels: Don't put all your eggs in one basket. Mix up your outreach: 

•  Email: Great for sharing valuable content and quick check-ins.

•  Phone: Perfect for personal conversations and building rapport.

•  Social media: Ideal for light touches like commenting on their posts or sharing relevant articles.

•  Video messages: Stand out with personal video notes (tools like Loom make this easy).

•  Direct mail: In this digital age, a well-crafted physical letter can really grab attention.

Craft a narrative arc: Instead of disconnected messages, create a story that unfolds over your touches. Maybe you're revealing different aspects of your solution or sharing a client success story in parts.

Provide value at every touch: Remember, you're not just showing up – you're showing up with gifts. These could be industry insights, relevant articles, quick tips, or even just a funny meme related to their business.

Personalize, personalize, personalize: Use what you know about your prospect to tailor each touch. Did they mention a challenge in your last call? Address it. Have they been sharing articles about a particular topic on LinkedIn? Reference it.

Time it right: Space out your touches. A good rule of thumb is to start with higher frequency (maybe every other day) and then taper off to avoid being pushy.

Track and adjust: Use a CRM or sales engagement platform to track which touches get the best response. Double down on what works.

Here's a sample 2-week sequence:

 Day 1: Personalized email with a valuable industry report

 Day 3: LinkedIn comment on their recent post

 Day 5: Quick voicemail with a relevant tip

  Day 7: Email sharing a case study relevant to their business

 Day 9: Text message with a link to an interesting podcast episode

  Day 11: Video email summarizing how you can help them

 Day 14: Final email or call with a specific call to action

Remember, the goal of mere exposure is not just to be seen, but to be seen as valuable. Each touch should leave your prospect thinking, "Huh, that was actually pretty helpful."

By consistently showing up with value, you're not just another salesperson – you're becoming a trusted advisor. And when it comes time for your prospect to make a decision, guess who they're most likely to choose? The familiar face who's been consistently helpful. 😉

Step 2: Use the Zeigarnik effect to your advantage

The Zeigarnik effect, named after Soviet psychologist Bluma Zeigarnik, is a cognitive bias that causes people to remember unfinished tasks better than completed ones. It's why that cliffhanger at the end of your favorite TV show keeps you up at night, and why that half-finished project on your desk nags at you more than the ones you've completed.

In sales, this psychological quirk is like finding a cheat code for keeping your prospects engaged. By strategically creating 'open loops' in your follow-ups, you can occupy prime real estate in your prospect's mind, even when you're not actively communicating with them.

Here's how to harness the power of the Zeigarnik effect:

Create Intriguing Open Loops: Instead of closing each interaction neatly, leave something tantalizingly unfinished. For example: 

•  "I've identified 5 ways you could cut costs by 20%. Let's discuss the first two in our next call."

•  "There are 3 major trends reshaping your industry. I'll share one game-changing insight about each in our next three interactions."

Use the 'Cliffhanger' Technique: End your emails or calls with a hint of what's to come.

For instance:

•  "In my next email, I'll reveal the unconventional strategy that helped Company X double their revenue in 6 months."

•  "Next time we speak, I'll share the one question that's revolutionizing customer retention in your industry."

Leverage Numbered Lists: People love lists, and incomplete ones are even more compelling. Try:

•  "Here are 2 of the 5 ways our solution can boost your productivity. I'll share the rest when we meet."

•  "I've prepared a 3-part plan to address your challenges. Let's dive into part 1 today."

Ask Thought-Provoking Questions: Leave your prospect with a question that they can't help but ponder:

•  "What would it mean for your business if you could reduce customer churn by 25%? Think about it, and I'll show you how it's possible in our next chat."

•  "If you could eliminate your biggest operational headache, how would it transform your day-to-day? Let that simmer, and we'll explore the possibilities next week."

Use the 'Curiosity Gap': This is the space between what we know and what we want to know. Create it by hinting at valuable information:

•  "I recently discovered a little-known strategy that's helping companies in your industry increase their profit margins by 15%. Curious to know more?"

•  "There's a common mistake that 80% of businesses in your sector are making. I'll reveal what it is and how to avoid it in our next call."

Employ the 'Partial Information' Strategy: Give part of the information, but hold back the most crucial bit:

•  "Our latest feature has helped clients achieve an average of X% improvement in efficiency. I'll explain exactly how it works in our next meeting."

•  "I've identified three areas where you're leaving money on the table. Let's discuss the first one now, and I'll reveal the other two next time."

Create a Multi-Part Value Sequence: Instead of dumping all your value in one go, spread it out:

•  "I've prepared a 3-part series of quick videos explaining how to overcome your biggest challenges. Here's part 1 - let me know when you're ready for the next one!"

•  Use Time-Based Open Loops: Create anticipation for a specific time:

•  "I'm attending an exclusive industry conference next week. I'll share the top 3 insights I gain that are relevant to your business in our next call."

Remember, the key to effectively using the Zeigarnik effect is balance. You want to create enough intrigue to keep your prospect engaged, but not so much that they feel manipulated or overwhelmed.

By mastering this technique, you're not just another name in their inbox - you're the intriguing puzzle they can't quite solve, the story they're eager to see the end of. And in sales, being memorable is half the battle.

Step 3: Apply reciprocity to build goodwill

Reciprocity, a principle brilliantly outlined by Dr. Robert Cialdini in his book "Influence," is a social norm that compels us to repay what another person has provided us. It's the psychological equivalent of "I scratch your back, you scratch mine." In sales, this principle can be your secret weapon for building goodwill and nurturing relationships that lead to closed deals.

Here's how to master the art of reciprocity in your follow-ups:

Give Before You Ask: Start every interaction by offering something of value. This could be:

•  A relevant industry report or whitepaper

•  A personalized analysis of their business challenges

•  An invitation to an exclusive webinar or event

•  A free trial or demo of your product

•  A connection to a potential partner or client

Personalize Your Offerings: Don't just send generic content. Tailor your value to their specific needs and interests. For example:

•  "I noticed your recent post about supply chain issues. Here's an article that outlines innovative solutions some of our clients have implemented."

•  "Based on our last conversation about your expansion plans, I thought you might find this case study on successful market entry strategies helpful."

Use the "By the Way" Technique: After providing value, casually mention your ask as an afterthought:

•  "By the way, I'd love to get your thoughts on how these strategies might apply to your business. Do you have 15 minutes next week for a quick chat?"

Create a "Favor Bank": Keep track of the value you've provided. It's not about keeping score, but about ensuring you're consistently giving more than you're asking for.

Leverage the Power of Unexpected Gifts: Surprise your prospects with value they didn't ask for. The element of surprise amplifies the reciprocity effect:

•  "I came across this exclusive industry forecast and managed to get an extra copy. I immediately thought of you – hope you find it useful!"

Use Micro-Commitments: Start with small requests that are easy for your prospect to say yes to. Each small yes builds momentum towards the big yes:

•  "I'd love your opinion on this quick 2-question survey about industry trends. It'll only take 30 seconds of your time."

Showcase Your Expertise: Offer free consultations or audits. This not only provides value but also demonstrates your capabilities:

•  "I'd be happy to do a quick 15-minute audit of your current process and provide at least three actionable tips for improvement. No strings attached!"

Time Your Asks Strategically: Don't immediately follow up a gift with an ask. Let the goodwill simmer. Follow this pattern: Give, Give, Give, Ask.

Make It Personal: Share something of yourself. Personal anecdotes or insights can create a sense of connection:

•  "I recently overcame a similar challenge in my business. Here's a quick video explaining how I did it – hope it helps!"

Use the "Reciprocity Loop": After your prospect accepts your gift or advice, follow up to ask how it worked for them. This reinforces the value you've provided and opens the door for further conversation.

Practice "Helpful Persistence": Instead of just "checking in," always reach out with something helpful:

•  "I noticed your company just launched a new product line. Here are three strategies our most successful clients use to maximize new product launches."

Leverage Social Proof: Share success stories of how you've helped others in their industry. This provides value while subtly showcasing your expertise:

•  "I thought you might be interested in how we helped Company X overcome the exact challenge you mentioned in our last call. Here's a quick case study."

Remember, the key to effective reciprocity is authenticity. Your goal isn't to manipulate, but to genuinely provide value and build a relationship based on mutual benefit.

By consistently applying the principle of reciprocity, you transform your follow-ups from pesky reminders into valuable interactions. You're no longer just a salesperson – you're a trusted advisor, a source of valuable insights, and someone your prospect actually looks forward to hearing from.

💬 Say This, Not That: The Follow-Up Phrase Makeover

Don't say that: "Just checking in to see if you've made a decision."

Why not: It's passive, adds no value, and puts pressure on the prospect.

Say this instead: "I've got a quick idea that could save you $10K this quarter. Got 5 minutes to chat?"

Why: It offers value, creates curiosity, and gives a specific, low-pressure ask.

How to use it: After your initial pitch, wait 3-4 days, then send this message. Follow up with a brief explanation of your idea, tying it directly to their needs. End with a clear call-to-action for next steps.

🚀 Do This, Not That: Follow-Up Action Plan

What not to do: Send generic "Just following up" emails every few days.

Why not: It's annoying, shows lack of effort, and provides no value to the prospect.

What to do instead: Create a "Value Ladder" follow-up sequence.

Why: It provides increasing value with each touch, keeping prospects engaged and moving them towards a decision.

How to do it: 

•  Map out 7 follow-ups, each offering more value than the last.

•  Start with a free tip, then a relevant case study, then a personalized ROI calculation.

•  Progress to a free consultation, then a custom proposal, and finally a limited-time offer.

•  Space these out over 2-3 weeks, adjusting based on prospect engagement.

•  Track responses and refine your Value Ladder based on what resonates most.

Remember, persistence isn't about being pushy – it's about being consistently helpful. Master these techniques, and you'll turn follow-up fears into follow-up wins!

Until next, keep following up and closing those deals! 💼🎉

Manny “That Follow-Up Guy” Vargas

P.S. Here's a checklist to implement the strategies from this week’s newsletter:

Leverage the principle of mere exposure:

•  Plan 7-10 touches over 2-3 weeks

•  Use diverse channels (email, phone, social media, etc.)

•  Provide value in each interaction

•  Personalize your messages

•  Track and adjust your approach

Use the Zeigarnik effect:

•  Create open loops in your communications

•  Use cliffhangers and teasers

•  Employ numbered lists, revealing partial information

•  Ask thought-provoking questions

•  Create multi-part value sequences

Apply reciprocity:

•  Offer value before asking for anything

•  Personalize your offerings

•  Use the "By the way" technique for asks

•  Provide unexpected gifts

•  Use micro-commitments

•  Showcase your expertise through free consultations

•  Time your asks strategically

•  Share personal anecdotes

•  Follow up on how your advice helped

General best practices:

•  Be consistent in your follow-ups

•  Always focus on providing value

•  Be authentic in your interactions

•  Track your results and refine your approach