What is Follow Up and why your business will grow by doing Follow Up on Sales


What is Follow Up and why your business will grow by doing Follow Up on Sales

How to follow up on the sales process?

Most leads don’t convert to sales right from the first interactions between the salesperson and the potential customer. Therefore, follow-up is an important tool to increase sales. But what is follow-up?

Follow Up is the translation to follow or continue something that has already started.

Bringing sales to the subject, it is the action of following up on sales opportunities, making contact with the customer in order to advance to the next stage of the sales process.

The FUP, as the follow up is also called, can occur in three different processes: in pre-sales, during the sale itself and in post-sales.

In general, this is carried out by the sales team and follows (or should follow) procedures already determined by the company. Closing the highest number of sales is really good, but for that, you need to have a cadence of contacts.

On average, only 2% of deals closed occur after the first contact, which reinforces the importance of carrying out follow-up in a consistent and disciplined manner.

In this article, understand more about the importance of this action, how it occurs in the most different stages and what actions you can take to make the execution easier within your company.

Main mistakes when performing the follow-up

We’ve sorted out some of the main mistakes commercial teams make when following up.

It is necessary to act with assertiveness and ensure timing, otherwise, the leads get cold and the competition takes advantage.

Check out some of the points we have separated for you to analyze:

Take too long to act

Perhaps the most common error is omission. Taking too long to act can have several explanations, from a high volume of leads to disorganization of the sales team.

But time is essential in the follow-up task. Letting the leads cool off conveys a pretty bad image to him, who is certainly also in contact with the competition.

Also, 40% of calls made within one minute of the lead’s first contact result in a successful qualification.

That’s according to the article published on the Advantage Performance blog, by Adam Blunder. So, it takes an organization to be able to act on time.

Having all data centralized in one place is crucial.

More than that, keeping information visible and accessible within the sales funnel is essential to see the entire commercial process and what needs to be done at each stage.

Be fast and uninteresting

Time is money. The phrase, a cliché, is true. If you’re going to call a prospect, you need to generate value – and that doesn’t happen in a few minutes.

Of course, you shouldn’t overextend yourself, otherwise, you may stray from your goal.

But relevant calls need to have at least five minutes for your sales team to get to the lead’s pain. Acting as a consultant, showing what you sell makes sense is essential.

To be more assertive on the mission, understand who is on the other end of the line. Even if you have your sales playbook and follow it, adapt the language if necessary.

Better yet, find a connection with the prospect. It can be the result of a football match, a joke, an interesting news… anyway, whatever you feel makes sense to “break the ice”.

That’s qualifying leads. That’s the importance of pre-sales. Generate value without being rushed but without stretching too far to get prospects ready to move into the sales funnel.

Show ignorance

How to follow up on the sales process?

Showing that you don’t know anything about the prospect is a terrible mistake. Your relationship didn’t start now.

He’s certainly already shown interest in what you have to offer, he’s already read some of the material you’ve delivered. So how do you not know anything about him?

The seller needs to study the lead before making contact.

If your sales process is structured and you have a record of all this customer’s information, it will be easier to generate value for him in the call without being repetitive, without going through something he’s already seen, right?

Trying to sell instead of helping

This is not sales time, it’s time to help the customer. Certainly, the prospect is talking to the competition, analyzing what makes the most sense to him and getting to know the companies.

The commercial team needs to show, in a didactic way, how the solution they are selling is essential to correct their pain.

Always have a text on your blog, eBook, videos showing how what you sell works, among others.

Make yourself available, that you understand the customer’s pain and that you are an expert on the subject. Wait a while to sell. Every dog ​​has his day

Not having the steps planned

Don’t run over steps. You need to attract people, stimulate their interest, educate, and ultimately convert them into a customer.

If you sell more than one product or service, set aside the materials you have to send to the lead in order to complete the four steps mentioned above.

Define a time period within a marketing automation you created.

The first email can be sent immediately after the lead converts, but the others cannot be one after the other. Otherwise, you will generate a nuisance and the prospect may opt out.

Why should your team follow up on all funnels?

Following up on the customer should not be a task to be performed only after the sale is completed. Once the lead enters your company, it’s time to roll up your sleeves and get to work.

Therefore, perform actions from:


Pre-sales is a really important moment, so certain precautions must be taken.

Getting in touch – especially over the phone – quickly with the lead who has registered an interest in your product or service is vital, but the frequency of attempts also counts for a lot.

In fact, this weighs even more when seeking contact with those who have the purchasing decision power, such as managers or directors.

Therefore, follow-up should be done with leads who are already in contact and with those who have scheduled an appointment with the client and have not answered the calls. Do you know how to handle the no-show in sales?

Get the timing right

If the lead has entered your company, then it’s time to engage with it. Follow up by offering relevant content like an article, eBook, infographic, etc.

Do this quickly and from there, you start building a relationship with your potential buyer.

As we said, calling is important, but you must know the right time to do it without annoying the customer.

Ask him for a suggestion of date and time for the contact to take place and make the reason for the call clear.

Having a public calendar like Google Calendar, for example, makes this mission much easier.

By doing this, you are free to talk at a time when you are not busy.

Showing that you are an expert in the field, that your company is a reference in what it does, it’s easier to move on to the next step.


Having created a relationship and nurtured that lead, selling to him becomes easier.

Once you approach the customer to send a proposal for your service or product, it is crucial to know exactly what and how to talk to them.

Your sales team must make the contact in an attractive, captivating way, offering the customer something really relevant.

Having a sales playbook helps a lot at this point. Yeah, well. You submitted the proposal. Your sales team spent time investing in this client and now needs to know if it was accepted or not.

Act assertively

Arrange a maximum period for the answer to be given and if the client does not return, make contact – without being invasive – to find out what stage the proposal is being approved for.

If a new deadline is requested (for example, 10 days), it is important that on the fifth day the seller makes a new call to remind the customer to give an answer, whether positive or negative.

Depending on what is said, it is possible to understand whether the demand for something urgent or not for the customer – which will determine his next steps.

It is crucial to know who is on the other end of the line, after all, as much as you follow the guidelines of your sales playbook, adapting the speech according to the customer profile can be something suitable for the moment.


You closed the sale (great!), but the job doesn’t end there. Has your company ever thought of sending an e-mail or calling the customer to ask what he thought of the product or service purchased and that it was useful in his day-to-day?

Well, if the answer is no, it’s time to act! After all, closing the deal does not mean the end of the customer’s interest in your company – quite the opposite.

The relationship must be maintained and is highly valued by those who just bought with you.

Glossary of sales terms: understand the terms once and for all

Customer welfare and added value

Feedback is valuable for improving the solution your company sells. There are few who after selling seek to maintain an active relationship with the customer base.

Relating with you on a regular basis, you gain valuable information to improve your product and your service.

Thus, the user is increasingly convinced that the decision to buy from his company was the right one.

More than that, continuing to nurture this relationship makes the customer become an ambassador for the brand, which can generate new sales only with his referrals.

How does CRM make follow up more assertive?

Be clear: as soon as a lead enters your funnel cadence, you need to start follow-up as soon as possible.

One of the main bottlenecks for sellers is organizing the prospecting process without letting any lead get cold due to lack of contact.

In this, by the way, a good sales cram helps the sales team a lot. With Opportunity Stagnation Alert, you are always reminded that you need to contact every lead within the sales pipeline.

That’s what the tool does. With information all concentrated in one place, with cadence flows and automatic actions, no opportunity is lost for lack of action.

Everything memorized?

Create a reference image, sell more and better, and make the customer a brand ambassador. All of these are company managers’ goals. So, if you’ve made it this far, memorize it well:

  • Prospected? Send an email introducing your company, offering content and making yourself available to the customer;
  • Did you present the product? Invite them to try it for free, for a trial period;
  • Did you receive a quote request? Present prices and take advantage of your CRM to set a date for a conversation ;
  • Did you receive contact? Try to answer any question from the customer as quickly as possible, preferably within 24 hours;
  • Closed the deal? I send a thank you email;
  • After the sale is made, call the customer to find out if the product or service is already being used;
  • Do not disappear! Remember: relating to the customer base is critical. Send emails with relevant content. It could be a weekly newsletter, for example.

So, how can we help you?

Enjoy and read our article on what CRM is and how it helps companies sell more.

Be sure to also read our article that talks about the benefits of sending emails through the Pipe Run funnel.

Good sales!


Most leads don’t convert to sales right from the first interactions between the salesperson and the potential customer. Therefore, follow-up is an important tool to increase sales. But what is follow-up? Follow Up is the translation to follow or continue something that has already started. Bringing sales to the subject, it is the action of following up on sales opportunities, making contact…