Do you get an answering machine? Turn silence into a signature by calling back
Is your mailbox overflowing with unanswered messages? Do your prospects remain silent despite your email reminders? Is the silence setting in, and are your unpaid invoices piling up? Perhaps it's time to pick up the phone again.
Telephone reminders are 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 well, it transforms a simple phone call into the signing of a contract, or even immediate payment.
👉 Here are the best practices for a telephone reminder that grabs attention without arousing, creates a link without pestering, and above all... gets a response.
Why opt for a telephone reminder?
According to a study by EasyFichiers, a sales rep who follows up prospects by telephone rather than simply by e-mail can see their conversion rates rise by 30%. This difference can be explained by the immediate impact of the human voice. Whereas 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 forcing a response, the call reintroduces a human dimension that is 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 their doubts, and their silences indicate unexpressed concerns. You can therefore use these weak signals to identify the real obstacles to buying and adjust your solution accordingly.
How do you follow up your 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. You first need to review the history of your exchanges with the customer. A CRM will help you to quickly access :
- the last time contact was made
- the content of the message sent
- account status
- the date of the last purchase.
This upstream work prevents you from asking redundant questions. It also shows the person you're talking to that you're keeping a close eye on their case.
🔍 Next, analyse what the customer has said so far. This will help you identify
- the arguments that caught their attention
- the objections they have raised,
- the conditions they have set for moving forward.
This careful reading will help you write an effective script.
2) Call at the right time
Choose the right time to call. For example, a customer who is thinking about something 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 12pm 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 phrases. You need to be direct. You need to set the context clearly and respectfully. For example, say
Hello Mr/Mrs so-and-so, I'm contacting you about our conversation of 12 June concerning your request for a demonstration. You mentioned that you were interested in our offer, and I'd like to know what stage you're at.
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 email". These phrases put you in a waiting position.
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 they remember your exchange very well. They may even be waiting for you to call so that they can take the matter further. In these cases, you save time and can make a proposal within the first few minutes.
But this scenario is just one of many possibilities. It also happens that the contact hesitates or does not remember the content of the email 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.
A prolonged silence or tension in the voice are signs that something is blocking. The customer may be waiting for clarification on the price, or for a third party's opinion. Ask them what's holding you up if you're not making any progress.
Once the obstacle has been formulated, provide a response that is adapted to the constraint raised. Simplify your offer, for example, if it seems too complex. If deadlines are the problem, allow more time. Don't try to convince them, but rather to provide a precise response to their 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 must leave with a deadline, an action and an objective.
💡 For example:
I'll send you a recap later with the options discussed. We'll have an update on Friday at 10am, as agreed?
This approach creates a clear and professional framework. It shows that you are steering the commercial relationship with rigour.
What if the customer is unclear or unavailable? Suggest several slots or an alternative by e-mail. The most important thing is never to leave the discussion in limbo. A prospect who knows what to expect is much more likely to come back to you.
Remember also to record this follow-up in your CRM tool: date, content, commitments. This will make it easier to follow up, even if the next call doesn't take place until two weeks later.
Customer follow-up is like a game of chess: every move counts. So you might as well think about the next one as soon as the round is over.
Automate without dehumanising
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 relationship. It turns 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 realise that no one has really taken charge of their case.
This type of error is not caused by the technology itself, but by the way it is used. A well-used CRM simplifies the follow-up without breaking the link :
- it retains 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 does not replace the salesperson's intuition. It simply enables them to work better.
☝️ Some tools go a step further by offering to segment contacts according to their level of commitment, the date they entered the process or the actions they have already taken. You can then tailor your message to the actual stage the customer is at, instead of giving the same message to everyone. So the phone call becomes more personalised!
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, in the same way as the CRM or the prospect list. It avoids awkward blanks and provides a guideline when the conversation gets out of hand. Without it, you 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 salespeople worship it as their own bible. Another part rejects it, convinced that it stifles their creativity. This polarisation 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 the person you're talking to.
✅ 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 and 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 respond 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. They know their destination, but they can change route if traffic forces them to take a different route. 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 a few weeks.
What to do after the telephone reminder?
These details will be useful for the rest of the sales process:
- the prospect's decision timing
- their 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 summarise the points discussed and specify the next stage. This reassures your contact and shows your professionalism. It also avoids misunderstandings about what has been agreed.
If the customer has given you their agreement, prepare your final commercial offer. If they are still hesitant, schedule another meeting with additional information. If they refuse, analyse the reasons so that you can 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. Analyse which arguments work best according to the profile of your prospects. This data will help you refine your script and technique.
Prevent any legal risks when making follow-up calls
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 can be contacted again for a similar offer. A prospect who has filled in a form on your website has given their 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, for example :
- a ticked box on your website
- a verbal agreement recorded in your CRM,
- a completed contact form...
... all constitute 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 canvassing, but it is still subject to a framework. You can contact a sales manager directly without prior consent, as long as you inform them about the use of their data and respect their right to object.
There can be a fine line between cold calling and harassment
Article 222-16 of the French Criminal Code prohibits repeated malicious telephone calls, punishable by one year's imprisonment and a fine of €15,000. This provision is not aimed directly at commercial canvassing, but repeated calls without a legitimate reason can be treated as harassment.
Three calls over two weeks are still acceptable if you provide new information each time. Ten calls over three days for no valid reason quickly become problematic. Vary the 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 usable trace. This means recording :
- the date of the call
- the identity of the caller (if known),
- the nature of the exchange (response, absence, voice message, etc.),
- any follow-up agreed or refusal expressed.
🛠️ A good CRM tool makes all this possible.
Your company must also prove that it respects opposition requests. A customer who asks not to be called again should 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.
Delegating calls: who is legally responsible?
Entrusting your telephone reminders to a call centre 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 do not respect their refusals, it is your company that will bear the consequences.
Impose your scripts on your subcontractor, check their working methods and demand detailed reporting on the calls they make. Clearly brief your instructions, even for a short campaign lasting a few days.
Regularly check the quality of exchanges. Make sure that your service provider complies with your standards. This vigilance will help you avoid unpleasant surprises and preserve your customer relationship.
Case study: 3 situations where the telephone reminder changes the game
1. When an enthusiastic prospect falls silent
Julie works for an SME that offers an expense management solution. She had a very good discussion with a prospect during a demonstration. He showed interest, asked lots of questions... and then nothing. No response to his emails.
Rather than insist in writing, Julie opted for a personalised telephone call. She recalled the context of their exchange, tactfully, without putting any pressure on him:
Hello Mr Lefèvre, I'm getting back to you about 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 was signed.
2. When an invoice remains unpaid... without malicious intent
Paul is in charge of collections for a professional training company. He had to deal with an invoice that had been outstanding for three weeks. After two unanswered e-mails, he decided to call the customer directly.
Rather than pointing out the delay, he opts for a listening approach:
Hi Mrs Bianchi, I'm contacting you about the invoice for 12 March. 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 has a new contact and a clear commitment on payment.
3. When automation is used to personalise, not robotise
Nova uses a callbot to automatically follow up prospects who have abandoned their online quote request. The aim: to avoid missing out on potentially qualified leads.
But there's no generic message here. The script is personalised according to the visitor's behaviour. 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?
Result: the sales teams only get 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 quite an art... but you can learn it!
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 bit of psychology. Prepare your follow-up script, choose the right timing, adjust your approach, respect the legal framework: every telephone 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