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How do you measure the impact of your follow up and stay in touch efforts on sales outcomes?

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Follow up and stay in touch are essential skills for any salesperson who wants to close more deals and build lasting relationships with customers. But how do you know if your efforts are paying off and leading to positive sales outcomes? In this article, we'll show you how to measure the impact of your follow up and stay in touch activities on your sales performance and customer satisfaction.

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Vincent Burruano

Sales and Business Success Coach | Sales Trainer | Leadership and Talent Development | Mentor | Author | Speaker |…

1 Set SMART goals

The first step to measure the impact of your follow up and stay in touch efforts is to set SMART goals for yourself and your team. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. For example, you might set a goal to increase your conversion rate by 10% in the next quarter by following up with every lead within 24 hours and staying in touch with them until they make a decision. By setting SMART goals, you can track your progress and adjust your strategy as needed.

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2 Track key metrics

The next step is to track key metrics that reflect your follow up and stay in touch performance and results. These metrics should include the number of follow up and stay in touch contacts, response rate, conversion rate, customer retention rate, and customer satisfaction score. This will give you an indication of how often and how consistently you reach out to prospects and customers, how well you engage them, how effectively you move them along the sales funnel, how loyal they are to your service, and how satisfied they are with it.

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3 Use CRM software

The third step is to use CRM software to automate and optimize your follow up and stay in touch activities and to measure their impact. CRM, or Customer Relationship Management, is a tool that can help you manage contacts, tasks, appointments, emails, calls, notes, and more. It allows you to schedule and automate follow up and stay in touch messages and reminders, segment and personalize campaigns based on preferences and needs, analyze performance with dashboards, charts, and graphs, as well as identify any gaps or issues in the process. Ultimately, this can help you improve your sales efficiency and effectiveness.

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Vincent Burruano

Sales and Business Success Coach | Sales Trainer | Leadership and Talent Development | Mentor | Author | Speaker | Practical Sales Wisdom | Sales Advice | Commercial Relocation, Logistics, and Mobility Advisor
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CRM tools can certainly make it easier to remember when to follow up with a prospect or client. You can also use your calendar. There is nothing more powerful than have a prospect tell you to call back in two weeks and you do so precisely. It allows you to remind them that they asked you to do so. Doing what you say is an important first step to building a trusting relationship.

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4 Ask for feedback

The fourth step is to ask for feedback from your prospects and customers to measure the impact of your follow up and stay in touch efforts on their satisfaction and loyalty. Feedback can provide valuable insight into what your prospects and customers think and feel about your service, what their pain points are, and how you can improve. You can ask for feedback through surveys, testimonials, or reviews. Surveys can be sent online after each interaction or at regular intervals to collect opinions and ratings on your service quality, communication, value proposition, etc. Testimonials from satisfied customers can showcase their success stories and results from working with you. Reviews on your website, social media, or third-party platforms can increase your online reputation and credibility.

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Vincent Burruano

Sales and Business Success Coach | Sales Trainer | Leadership and Talent Development | Mentor | Author | Speaker | Practical Sales Wisdom | Sales Advice | Commercial Relocation, Logistics, and Mobility Advisor
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Gaining insights from your current clients is an essential part of developing new clients. Ask them specifically what they like most about working with you and your company. Dig for insights beyond "price" or "service" to specific things that improve the quality of their life. Then, you can use those insights when you call on prospects, telling a powerful story about how you helped clients in very specific ways that may be meaningful to them as well.

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5 Learn and improve

The final step is to learn from your feedback and metrics and improve your follow up and stay in touch skills and techniques. You should measure the impact of your follow up and stay in touch efforts to identify what works well and what needs improvement, as well as the best practices and common pitfalls. This information can be used to celebrate your achievements, recognize your strengths, acknowledge your weaknesses, experiment with new ideas, and adjust your plan and goals according to your results and feedback.

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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?

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How do you measure the impact of your follow up and stay in touch efforts on sales outcomes?

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1 Set SMART goals

2 Track key metrics

3 Use CRM software

4 Ask for feedback

5 Learn and improve

6 Here’s what else to consider

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