Walk Like a Giant, Sell Like a Madman

9.2. Implement a Foolproof Lead Follow-Up System

Imagine back to when you were dating one of your sweethearts. If you were really trying to make a good impression, you planned the date well in advance. Perhaps you ordered flowers or a gift, made dinner reservations, purchased tickets for a performance, had your car washed, and even rehearsed the sweet nothings you planned to whisper during the most intimate moments. In other words, everything was carefully planned to ensure that no detail was overlooked and your sweetheart would at least be willing to consider a second date.

Just think of what a fiasco it would be if you waited until the last minute. The florist is closed, your favorite restaurant is packed, the performance is sold out, and you don't even have a decent suit to wear. You pick up your date and spend the entire evening looking for something to do. By the end of the evening, you're ready to go home alone, exhausted, while your date is busy thinking up excuses for the next time you call. You begin to wonder why you've never had a second date.

Proper lead management means proper planning. You need to put a foolproof system in place before your lead arrives, so you know the precise steps you will take to transform that lead into a paying customer. Ideally, your system will be automated, so the process of following up with leads does not require a great deal of time and effort.

Systems may vary depending on the product or service you sell and the way your customers typically ...