The definition of a follow-up strategy is a planned series of communications to establish a relationship with a prospect. The reason a business would have a follow-up strategy would be to have a system in place for when leads are acquired. Leads can be acquired through the internet, networking, referrals, friends and family etc. and a follow-up strategy would be in place for each situation that a lead is generated.
The purpose of a follow-up strategy is for a business to have a sales process that can learned and taught within the company to have a uniformed approach to converting leads. For those that are not natural salespeople it is a necessity to have a structured follow-up strategy to insure an accurate outcome will emerge from the sales process each time the strategy is implemented.
A follow-up strategy is useful for being able to establish how long it takes to convert a lead in to a paying customer. A follow-up strategy can also be useful when a business or salesperson is attempting to establish a relationship with a collaborative partner. A follow-up strategy is recommended if a salesperson or business participates in a tradeshow, expo or vendor event where there is an opportunity for lead generation.