We send out materials to prospects that ask for more information.  What is the best way to follow up with them? How many times a week should I contact them? Anything else I should be doing to differentiate myself from the competition?

It depends on what you're sending.  Is it unsolicited materials or a response to your marketing asking for more information?  If it's the latter then we recommend that you respond to their request within 4 hours with a personal phone call.  If you get voice mail then also respond with an email asking for a short telephone conversation to answer their questions.  I would follow up daily for three days.  If they don't call back by then it's a safe bet that they have found someone else. 

Here's a good way to differentiate from your competition ... if you get voice mail say this ... "Thank you for your request for information.  I'd like to arrange a brief phone call so I can answer your questions as well as ask you a couple questions regarding your search for a vendor.  My objective is to determine if we would be a good fit for your needs.  If I find that we are not the right solution for your needs I would be happy to recommend another company that would be a better fit.  I know you are very busy so if I do not hear back from you today I hope you will be in a position to take my call tomorrow morning at 10:00am.  I look forward to hearing from you."

There are a couple of things at work here ... you are saying that if you are not a good fit you would recommend another company.  So you have become an advisor rather than a sales person which helps in developing initial rapport and separates you from all other competitors.  Also, you are saying if you don't hear from them you will call them back at a specific time.  This will encourage them to call you back plus, if you don't hear from them you call at exactly 10:00am on Thursday.  This positions you as someone who does what they promise! 

It's not 100% effective, but it definitely increases your call backs plus makes you different.

Good luck Mark ...

Thanks, Steve. We are sending out materials in response to an inquiry. What do you think about following up with an email? A lot of times we email the info in the first place, so i have the prospect's email address. Do you recommend phoning or emailing?

I get a lot of email, so I know it can be obnoxious to receive too much email from one person. But on the other hand, it may be a little less intrusive than a phone call and they can reply back at their leisure.

thanks.

Phone calls are the first choice.  I always make a personal phone call when someone requests information just to thank them for the request and ask them for a few minutes to ask a couple of key questions.   If I get voice mail I leave the previous message I shared with you and then email some information that would be very general. 

If they request information don't worry about being intrusive ... you're simply responding to their request.  That's being a good sales professional.