Let me ask you a question: how much money do you spend generating leads? What happens to all of those leads, particularly those that don’t purchase right now? Lead follow-up might well be on of the most effective ways of increasing your sales. That being the case, why don’t more companies take lead follow-up seriously?

What is the primary purpose of lead follow-up? It is to keep track of those customers who weren’t ready to buy today, but who will buy in the future. In other words, lead follow-up prevents companies from having to continually track down leads to make another sale.

So, now we get into the math. How much do you spend every month to generate leads? You might get leads online, purchase them from a lead generating company, or send mailers and other direct response pieces. Now, imagine that you never do any lead follow-up. What is the return on your lead generating investment. In other words, of all the leads you received, how many bought from you right away? Divide that by the amount of money you spent generating leads.

Now, let’s see what happens when you incorporate follow-up marketing. Imagine that by using lead follow-up, an additional 50% of your leads turn out to be buyers. Think about how much money you spent to generate the leads. Then take the number who bought and increase that by 50%. What is your new return on your lead generating investment?

Alright, so maybe that math wasn’t super simple. Nevertheless, lead follow-up is. Lead follow-up is the key to making the most of your marketing dollars. With lead follow-up, you have an entire selection of buyers (in different stages). By not taking the time to do any lead follow-up, you are tossing all those buyers out the window, and allowing someone else to pick them up.

Lead follow-up is the fastest, most cost efficient way to get more buyers. Using lead follow-up will dramatically improve your sales. Lead follow-up is the key to making more money and creating more customers.

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