Follow-up is where most sales are won or lost. A system beats good intentions: every lead has a next action, a date, and an alert if the date is missed.
Five rules
- Every open lead has a next action and a due date.
- The rep sees today's tasks first thing in the morning.
- Overdue tasks are flagged to the rep and the manager.
- Common follow-ups are templated so they take seconds.
- Silent leads trigger a sequence instead of being dropped.
A sample sequence for a quotation
| Day | Action |
|---|---|
| 0 | Send quotation with a short note |
| 2 | WhatsApp check: did you receive it? |
| 5 | Call to answer questions |
| 10 | Share a relevant case or reference |
| 15 | Final follow-up; set reminder or mark lost with reason |
Daily routine for reps
- Open the day list: overdue first, then due today.
- Update outcome and next date after every contact.
- Close the day with no overdue items.
Manager view
- Overdue follow-ups by rep
- Leads with no activity for a set number of days
- Leads without a next action
Common follow-up mistakes
- Setting vague next steps like "follow up later" without a date.
- Following up only by phone when the customer prefers WhatsApp.
- Dropping leads after two attempts.
- Sending the same message every time.
Vary the channel and the content: a call, a short WhatsApp, a useful document, a reference. Record what works.
Tip: Measure overdue follow-ups as a team metric. It changes behaviour faster than any lecture on discipline.
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