Getting an answering machine? Turn silence into a signature with a telephone reminder
Is your mailbox overflowing with unanswered messages? Do your prospects remain silent despite your e-mail reminders? Silences are setting in, and your unpaid invoices are piling up? Maybe it's time to pick up the phone again.
The telephone reminder is one of the most effective ways of reactivating a customer who no longer responds. Direct, human, hard to ignore, it re-establishes the customer relationship where pure automation fails. And when it's done right, it transforms a simple phone call into a contract signature, or even immediate payment.
👉 Here are the best practices for a telephone reminder that grabs attention without bragging, creates a link without harassing, and above all... gets a response.
Why opt for telephone reminders?
According to a study by EasyFichiers, sales reps who follow up prospects by telephone rather than simply by e-mail can boost their conversion rates by 30%. This difference is explained by the immediate impact of the human voice. Where an e-mail notification can easily go unnoticed in an overloaded inbox, a telephone call instantly captures attention and prompts a response.
As well as imposing a response, the call reintroduces a human dimension absent from a simple written message. Hearing a voice, perceiving a tone... that's often enough to get an inactive customer back on the phone !
You also understand the other person better when you talk on the phone. Their hesitations betray doubts, their silences signal unspoken concerns. You can therefore use these weak signals to identify the real obstacles to purchase, and adjust your solution accordingly.
How do you make your follow-up calls to get a response? 5 key steps
1) Prepare your follow-up call
A successful telephone reminder always starts well before the phone call. First, you need to review the history of your exchanges with the customer. A CRM will help you quickly access :
- the last contact,
- the content of the message sent
- account status,
- date of last purchase.
This upstream work helps you avoid asking redundant questions. It also shows your contact that you're following up his or her case with rigor.
🔍 Next, analyze what the customer has expressed so far. Identify :
- the arguments that caught his attention,
- the objections he has raised,
- the conditions they've set for moving forward.
This careful reading will help you write an effective script.
2) Call at the right time
Choose the right moment to call. For example, a customer who's in the thinking phase will need time to compare. A prospect blocked by a price objection will react better if the call comes just after a new offer has been sent out. Certain profiles, such as entrepreneurs and sales decision-makers, are more likely to pick up before 9am or between 12 and 2pm.
✅ Adapting the timing of your reminder to your contact's typical day increases your chances of getting a response.
3) Master the art of telephone conversation
Customers don't like vague detours or hurried turns of phrase. You need to be direct. You need to recall the context clearly and respectfully. For example, say:
Hello Mr/Mrs so-and-so, I'm contacting you regarding our exchange of June 12 concerning your request for a demonstration. You mentioned an interest in our offer, and I'd like to know what stage you're at in your considerations.
This formula works because it reactivates the customer's memory without pressure.
❌ Avoid phrases like "I'd like to call you back" or "I wanted to know if you received my e-mail". These formulations place you in a position of expectation.
Your voice should be calm and composed. This tone is reassuring and makes you want to listen. In this way, you avoid the "classic sales call" effect that puts customers off.
4) Unblock the situation
Customer reactions vary. Sometimes, he remembers your exchange very well. They're even waiting for you to call so they can get on with the job. In such cases, you can save time and formulate a proposal within the first few minutes.
But this is just one of many possible scenarios. It also happens that the contact hesitates or doesn't remember the content of the e-mail received. You should therefore try to refresh their memory. A simple rephrase is usually enough to get the exchange back on track. If the vagueness persists, you need to find out what's holding things up.
Prolonged silence or tension in the voice are signs that something is stalling. The customer may be waiting for clarification on the price, or the opinion of a third party. Ask what's holding you up if you're not making any progress.
Once the obstacle has been formulated, provide a response adapted to the constraint. Simplify your offer, for example, if it seems too complex. If deadlines are the problem, give yourself more time. Don't try to convince the customer, but rather to respond precisely to his or her concerns.
5) End the call with a follow-up
Before hanging up, take a few seconds to lock in the next step. Don't use vague phrases like "we'll be in touch". Be clear, precise and engaging. Your customer needs to walk away with a deadline, an action and a goal.
💡 For example:
I'll send you a recap later with the options discussed. We'll take stock on Friday at 10am, as agreed?
This approach creates a clear, professional framework. It shows that you're managing the business relationship with rigor.
What if the customer is unclear or unavailable? Propose several slots or an alternative by e-mail. The most important thing is never to leave the exchange in limbo. A prospect who knows what to expect is much more likely to come back to you.
Don't forget to record this follow-up in your CRM tool: date, content, commitments. This makes follow-up easier, even if the next call doesn't come for another two weeks.
Customer follow-up is like a game of chess: every move counts. So you might as well start thinking about the next one as soon as the round is over.
Automate without dehumanizing
Too much technology can kill the customer relationship if you don't know how to make good use of it. Poorly thought-out automation weakens the commercial bond. It transforms a listening approach into a mechanical process of bland messages. A customer who receives the same generic voice message three times, "Hello, this is a reminder about your invoice", will understand that no one has really taken charge of his or her file.
This type of error is not caused by the technology itself, but by the way it is used. A well-used CRM system simplifies follow-up without breaking the link :
- it preserves the history of exchanges,
- tells you the last action taken,
- reminds you if a quote has gone unanswered,
- reminds you if an active prospect has not been contacted for more than five days.
This information doesn't replace the salesperson's intuition. It simply enables them to work better.
☝️ Some tools go a step further, proposing to segment contacts according to their level of commitment, their date of entry into the pathway or actions already taken. This means you can tailor your message to the customer's actual stage of development, rather than delivering the same message to everyone. So the phone call becomes more personalized!
The call script: a useful framework or an obstacle to spontaneity?
Every self-respecting salesperson has a telephone follow-up script. This document is one of the basic tools of the trade, on a par with the CRM or the prospect list. It avoids awkward blanks and provides a guideline when the conversation gets out of hand. Without it, you'll find yourself babbling rambling arguments while the other person loses patience.
Not everyone agrees on how to use the script during a phone call. Some sales revere it as their own bible. Another part rejects it, convinced that it stifles their creativity. This polarization reveals a misunderstanding of what a good script should be.
❌ A rigid script kills the customer relationship. When you mechanically recite ready-made phrases, your voice becomes monotone. This robotic recitation produces the opposite effect of what you're looking for. Instead of reassuring, it annoys your interlocutor.
✅ A good script is made up of logical cues. You know, for example, that after recalling the context of your previous exchange, you should identify the customer's current need, then check where they are in their thinking. This method leaves you free to use your own words, while maintaining a coherent thread. You can react to objections without losing control of the call. If the customer mentions a budget problem, you know that you must first understand the constraint before proposing an alternative.
The value of the script lies in its ability to adapt in real time. A good salesperson uses it like a GPS. He knows his destination, but can change his route if traffic forces him to take a different path. This flexibility comes with practice. The more you phone, the more you know when to follow your pattern!
Some companies complicate their scripts unnecessarily. They write blocks of text that their sales teams will never read in their entirety. These design errors explain why so many sales people abandon their scripts after just a few weeks.
What to do after the follow-up call?
You'll need these details for the rest of the sales process:
- the timing of the prospect's decision,
- specific objections,
- the people who influence their choice...
Send a confirmation e-mail within a few hours of your follow-up call. This message should summarize the points discussed and specify the next step. This reassures your contact and demonstrates your professionalism. It also avoids misunderstandings about what has been agreed.
If the customer has agreed, prepare your final commercial offer. If they're still hesitant, schedule another meeting with additional information. If he refuses, analyze the reasons to improve your next prospecting campaign.
Social networks can also be used to maintain contact between two follow-ups:
- interacting on LinkedIn,
- sharing useful content,
- a relevant comment on company news...
This strategy works particularly well with decision-makers who are active on these platforms.
Don't forget to measure the effectiveness of your follow-up calls. Compare your conversion rate before and after adopting this method. Analyze which arguments work best with your prospects' profiles. This data will help you refine your script and technique.
Prevent legal risks with your telephone reminders
RGPD and consent management
The CNIL requires opt-in for B2C commercial prospecting. If the prospect doesn't say "yes", then it's "no". This rule changes depending on your target. An active customer who has bought a service from you may be contacted again for a similar offer. A prospect who has filled in a form on your website has given his implicit agreement. But a cold contact, retrieved from a purchased database, requires prior consent before any sales call can be made.
Consent must be free and unambiguous:
- a ticked box on your website,
- a verbal agreement recorded in your CRM,
- a completed contact form...
... are acceptable proof.
Systematically document the origin of each telephone number in your management software. This traceability protects you in the event of an audit.
B2B canvassing is subject to less stringent rules than B2C, but is still governed by the same rules. You can contact a sales manager directly without prior consent, as long as you inform them of the use of their data and respect their right to object.
There's a fine line between cold calling and harassment
Article 222-16 of the French Penal Code prohibits repeated malicious telephone calls, punishable by one year's imprisonment and a fine of 15,000 euros. This provision is not directly aimed at commercial canvassing, but repeated calls without a legitimate reason can be assimilated to harassment.
Three calls over two weeks are acceptable if you provide new information each time. Ten calls over three days without a valid reason quickly become problematic. Vary your channels by alternating between telephone, e-mail and social networks.
Intention is not enough to protect you. Only the customer's feelings count in the event of a dispute. A prospect stressed by your repeated reminders may lodge a complaint, even if your approach was justified.
Traceability and opposition obligations
Your company must be able to prove that it complies with the applicable rules at all times. Each telephone reminder must therefore leave a trace that can be exploited. This means recording :
- the date of the call,
- the identity of the caller (when known),
- the nature of the exchange (answer, absence, voice message...),
- agreed follow-up or refusal.
🛠️ A good CRM tool makes all this possible.
Your company must also prove that it respects opposition requests. A customer who asks not to call again must be immediately removed from your campaigns. Delete inactive contacts after a reasonable period of time. Keep only the information you need for ongoing contractual files or accounting obligations.
Call delegation: who is legally responsible?
Entrusting your telephone reminders to a call center does not absolve you of your legal responsibility. You remain fully responsible for the practices of your external service provider. If they harass your prospects or fail to respect their refusals, it's your company that will bear the consequences.
Impose your scripts on your subcontractor, check his working methods and demand detailed reporting on calls made. Clearly brief your subcontractor, even for a short campaign lasting just a few days.
Regularly check the quality of exchanges. Make sure your service provider complies with your standards. This will avoid unpleasant surprises and preserve your customer relationship.
Use case: 3 situations where telephone follow-up changes the game
1. When an enthusiastic prospect falls silent
Julie works for an SME offering an expense management solution. She had a very good exchange with a prospect during a demonstration. He showed interest, asked lots of questions... then nothing. No response to her e-mails.
Rather than insist on a written response, Julie opts for a personalized phone call. She recalls the context of their exchange, tactfully, without putting pressure:
Hello Mr Lefèvre, I'm coming back to you regarding our demonstration last week. You showed a real interest in our solution. Have you been able to make any progress?
The prospect explained that he was awaiting feedback from his CFO. Julie proposed a slimmed-down version of her offer to facilitate internal validation. A week later, the contract is signed.
2. When an invoice goes unpaid... without malicious intent
Paul is in charge of collections for a professional training company. He has to deal with an invoice that has been outstanding for three weeks. After two unanswered e-mails, he decides to call the customer directly.
Rather than pointing out the delay, he opts for a listening approach:
Hello Mrs Bianchi, I'm contacting you about the invoice for March 12. Is everything in order on your side? Perhaps there's something blocking it that I'm not aware of.
The caller thanked him, as the recent change in their accountant had delayed several payments. Thanks to this call, Paul gets a new contact and a clear commitment on payment.
3. When automation is used to personalize, not robotize
Nova uses a callbot to automatically follow-up with prospects who have abandoned their online quote request. The aim: to avoid missing out on potentially qualified leads.
But here, no generic message. The script is personalized according to the visitor's behavior. If they have consulted the company's offer, the callbot directs the message accordingly.
Hello, we've seen that you're interested in our offer for SMEs. Would you like to have a quick chat with an advisor to find out more?
As a result, sales teams are only able to recover leads that have demonstrated a real need. The time saved increases the quality of the customer relationship, without sacrificing productivity.
Calling back at the right time is an art... but it can be learned!
Telephone follow-up is neither a sprint nor a chore. It's a sales strategy in its own right, requiring listening skills, precision... and a touch of psychology. Preparing your follow-up script, choosing the right timing, adjusting your pitch, respecting the legal framework: every phone call is an opportunity to create (or recreate) a lasting customer relationship.
And above all, don't forget: silence from a prospect is not a "no". It's often just a "not now".
📞 So, ready to hang up with a "yes"?
Article translated from French