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Getting a lead is important in sales, but it doesn’t guarantee a sale. There are many reasons why contacting a lead the second time round can lead to success.

Here’s why you should follow them all up.

Written by Lauren Shaw:
Marketing Manager

Published: 03/07/2018
Last updated: 14/06/2021

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 the first time around, but those where the salesperson is persistent by following up contact with a phone call or an 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 once they’ve had time to carry out their own research, which is why you should follow up every lead. because it 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 concerns that must first be addressed. 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 to a purchase. Giving the lead the time and space to think things over and then following up with a call or an email takes this into consideration, even if it’s just a short while after the first call was made, depending on the circumstances. 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. That way, they’ll be more engaged and focussed on what’s being said, and they’ll be in a clearer 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, you’re doing nothing to build up a potential customer’s 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, such as case studies and product guides, which can be attached to a follow-up email. When you follow up every lead you can help to establish your name and the product or service you’re selling in your field, which can build up trust further and encourage a lead to feel confident in buying and becoming your 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 on all of your sales leads. However, juggling and pursuing new leads while following up with 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 toolset that can efficiently process all of your leads and achieve more sales – nothing missed, no opportunity left behind.

If you’re interested in learning more about how FLG can help you track and follow up on every lead automatically, request a demo below and our friendly team will be happy to show you around.


Written by Lauren Shaw, Marketing Manager at FLG

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