It is a fact that most businesses do not systemize either the sales process or the follow-up process very well, if at all. Yet, for many products or services, the purchasing decision is not impulsive. It is often a “kicking the tires” methodical accumulation of knowledge about options and various choices available - comparing one prospective vendor or product against another. The longer the decision-making process for a given vendor or product, the more a follow-up program will differentiate your company or your product / service versus your competitor in converting the prospect into a customer.

As a personal example, my mother just moved into a retirement community in Illinois. She had been doing research by “kicking the tires” of these communities for at least five years. When she made the decision to make this big move, her choice was easy because of the sales and follow-up system of her chosen new home. That’s it, a seamless front-end and constant follow-up system. It starts with a “Thank you for inquiring” note and is followed with a series of newsletters, coupons, announcements of open houses, and seasonal offerings like Valentine, Halloween, and other holiday promotions