How do you measure your follow-up performance?

1 Response rate

One of the simplest and most important metrics to measure your follow-up performance is the response rate. This is the percentage of prospects who reply to your follow-up messages, whether by email, phone, or other channels. A high response rate indicates that your follow-up is relevant, timely, and engaging. A low response rate suggests that you need to improve your follow-up strategy, such as by personalizing your messages, providing value, and creating urgency. You can calculate your response rate by dividing the number of replies by the number of follow-up messages sent.

2 Conversion rate

Another key metric to measure your follow-up performance is the conversion rate. This is the percentage of prospects who move to the next stage of the sales funnel after your follow-up, such as booking a demo, requesting a quote, or signing a contract. A high conversion rate means that your follow-up is effective in persuading prospects to take action and move closer to a purchase. A low conversion rate indicates that you need to address the objections, challenges, and questions that prevent prospects from moving forward. You can calculate your conversion rate by dividing the number of conversions by the number of follow-up messages sent.

3 Follow-up frequency

A third metric to measure your follow-up performance is the follow-up frequency. This is the number of times you follow up with a prospect before they respond or convert. A high follow-up frequency shows that you are persistent and committed to building a relationship with the prospect. A low follow-up frequency implies that you are missing opportunities to connect and influence the prospect. However, there is a fine line between following up enough and following up too much. You need to balance your follow-up frequency with the prospect's interest, urgency, and preference. You can track your follow-up frequency by using a CRM tool or a spreadsheet.

4 Follow-up quality

A fourth metric to measure your follow-up performance is the follow-up quality. This is the level of value, relevance, and personalization that you provide in your follow-up messages. A high follow-up quality means that you are delivering useful information, insights, and solutions that address the prospect's pain points, goals, and needs. A low follow-up quality means that you are sending generic, boring, or irrelevant messages that do not resonate with the prospect. You can measure your follow-up quality by using feedback tools, such as surveys, ratings, or reviews, or by analyzing the content and tone of your messages.

5 Follow-up speed

A fifth metric to measure your follow-up performance is the follow-up speed. This is the time it takes you to follow up with a prospect after an initial contact, such as a lead capture, a cold call, or a referral. A fast follow-up speed shows that you are responsive, proactive, and interested in the prospect. A slow follow-up speed suggests that you are busy, indifferent, or unprofessional. Research shows that following up within an hour of the first contact can increase your chances of getting a response by 7 times. You can measure your follow-up speed by using a timer, a calendar, or a CRM tool.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?