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: