Follow-up

Follow-up refers to the subsequent contact a sales or service representative makes after an initial interaction — sending a meeting recap, answering questions raised in a demo, sharing a proposal, or checking in after a support case is resolved. In B2B sales, follow-up discipline is one of the strongest predictors of deal closure: research consistently shows that most deals require multiple follow-up contacts, yet a significant percentage of sales reps abandon pursuit after one or two attempts. CRM systems support consistent follow-up through task creation, activity reminders, and sequence automation — giving managers visibility into whether follow-up is happening at the frequency and quality the sales process requires.