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Getting a lead is important in sales. But it doesn’t guarantee a sale.

There’s many reasons why contacting a lead the second time round can lead to success. Here’s why you should follow them all up.

Most sales aren’t made on the first call

Leads don’t tend to become customers right away. Research shows the most successful sales calls are not the ones that happen first time round, but those where the caller is persistent by following up with a phone call or email. Studies have shown that, in business, only 2% of sales occur when two parties meet for the first time. These sales tend to be from people who have already looked into the subject matter and know all about the product or service that’s being sold. They know what they are looking for and what they want. The remaining 98% percent buy at a later stage, like when they’ve had time to research, which is why following up is so important.

Considering concerns

There are many reasons why people, who would benefit from a service or product you’re selling, don’t buy the first time around. This is because potential customers often have certain concerns early on. These can be anything from concerns about costs and their financial situation to product or service benefits, quality and lifespan. People often need time to think and mull over such concerns before they make a decision and commit. A follow up call or email takes this into consideration, giving the lead the time to do that – even if it’s just an hour or two after the first call was made. If the product or service is something your potential customer is interested in, they are likely to have thought about their concerns during that time while it’s still fresh in their mind.

Considering convenience

When a lead is contacted for the first time, you or your team could be calling at a time that’s inconvenient for them. They might want to buy what you’re selling but they could be busy at work, for instance, or on their way out somewhere. Or you could be phoning at a time when they’ve got a lot on their mind. A follow up call can be arranged at a specific time that’s more convenient for the potential customer to talk, such as when they’ve less to think about and are relaxed at home. This way they’re more engaged and focussed on what’s being said, and they’re in a clear state of mind to take in information and make decisions.

Building up trust

Making a sale is a lot about building trust – a lead having trust in a salesperson, what they’re selling, and what they represent. But trust doesn’t come right away. It’s often built up over time, over a series of conversations, continuous dialogue and interactions. If you don’t follow up, then, in a way, you’re doing nothing to build up trust in you, what you’re saying, your product or service, and your business.


Trust doesn’t come right away. It’s often built up over time, over a series of conversations, continuous dialogue and interactions

Without this trust, it can be hard for a sale to succeed. Building trust can also be aligned with marketing materials, like case studies and product guides, which can be sent during a follow-up email. These can establish your name and the product or service you’re selling in the field, which can build up trust further. This can encourage a lead to feel confident in buying, converting, and becoming a customer.

Ensuring your business follows up leads effectively

It’s easy to see why it’s important for you or your team to follow up all your sales leads. However, juggling pursuing new leads while following up others can be a complex and time-consuming process. So it’s wise to use software that can make this process easier and more effective. This is where FLG can help. We provide a tool set that can:

  • Efficiently process your leads to help follow up and achieve more sales
  • Integrate with other software platforms, including MailChimp and Campaign Monitor
  • Use powerful workflows to automate your sales processes

If you’re interested in learning more about FLG’s family of products can help you track and follow up every lead, please take a look at our Powerful CRM page.

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