How can you build a follow-up system that ensures no leads are lost?

As an outside sales professional, you know that following up with your leads is crucial for closing deals and generating referrals. But how do you keep track of all the contacts, conversations, and commitments you make in the field? How do you ensure that no leads are lost or forgotten in the process? In this article, we will share some tips on how to build a follow-up system that works for you and your customers.

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1 Choose a CRM tool

A customer relationship management (CRM) tool is a software that helps you organize and manage your leads, accounts, and sales activities. It can help you store and update contact information, track interactions and tasks, set reminders and alerts, and measure your performance and results. There are many CRM options available, so you need to choose one that suits your needs, budget, and preferences. Look for a CRM that is easy to use, mobile-friendly, customizable, and integrates with your other tools and platforms.

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Tim Kirkland

US Business Development & Marketing Specialist for Manufacturers.
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A CRM’s usefulness for the salesperson depends on whether they are using it on their own. As a sales tool only, it can be very useful tracking opportunities and tasks and grouping them when they are not time-sensitive. Using the CRM to quote is one way to not forget calls. BUT, the CRM is NOT only a sales tool, but a tool to manage salesperson’s activities. Most corporations dictate the amount of activity, forcing you to distort your activities in order to stay employed, which forces you to have a second system, like your colander, spreadsheet, or private CRM. Thus, it is the management of your sales tracking tools which determines whether it even matters which CRM you use.

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2 Segment your leads

Not all leads are equal. Some are more qualified, interested, and ready to buy than others. Some need more nurturing, education, and follow-up than others. To avoid wasting time and resources, you need to segment your leads based on criteria such as their stage in the sales cycle, their pain points, their goals, their budget, and their decision-making authority. By segmenting your leads, you can prioritize your follow-up efforts, tailor your messages and offers, and increase your conversion rates.

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3 Create a follow-up schedule

Once you have segmented your leads, you need to create a follow-up schedule that defines how often and how long you will contact them. A follow-up schedule can help you stay on top of your leads, build rapport and trust, and move them along the sales funnel. A follow-up schedule should take into account factors such as the lead's interest level, the complexity of the sale, the competition, and the urgency. A general rule of thumb is to follow up with a lead within 24 hours of the initial contact, and then every few days or weeks until they are ready to buy or opt out.

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4 Use multiple channels

Following up with your leads does not mean just sending emails or making phone calls. You can use multiple channels to communicate with your leads and increase your chances of getting a response. For example, you can use text messages, social media, video calls, webinars, newsletters, case studies, testimonials, and referrals. The key is to use the channel that your lead prefers and responds to, and to vary your content and format to keep them engaged and interested.

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5 Track and measure your results

Finally, you need to track and measure your results to see how effective your follow-up system is and what areas need improvement. You can use your CRM tool or other analytics tools to monitor metrics such as open rates, click-through rates, response rates, conversion rates, revenue, and customer satisfaction. By tracking and measuring your results, you can identify what works and what doesn't, and make adjustments to your follow-up system accordingly.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Tim Kirkland

US Business Development & Marketing Specialist for Manufacturers.
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If you are actually in control of the CRM, these are useful questions, and each CRM has useful forums that can help you tweak what you will pick up on your own. If the CRM is controlled by a company that doesn’t trust you to manage your activities such that they set unrealistic thresholds that distort your activities, the CRM is useless for the followup component, and you can do that part with a calendar and spreadsheet. The real issue is how much autonomy a company gives their salespeople manage their own sales activities. In my opinion it is a critical question you need to ask their employees before you take a sales job.

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How can you build a follow-up system that ensures no leads are lost?

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2

3

4

5

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1 Choose a CRM tool

2 Segment your leads

3 Create a follow-up schedule

4 Use multiple channels

5 Track and measure your results

6 Here’s what else to consider

Outside Sales

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How can you build a follow-up system that ensures no leads are lost?

1

2

3

4

5

6

1 Choose a CRM tool

2 Segment your leads

3 Create a follow-up schedule

4 Use multiple channels

5 Track and measure your results

6 Here’s what else to consider

Outside Sales

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