5 Tips for Following Up on Leads

Following up on leads is a critical step in converting your Thomas prospects into long-term customers for your business. Make sure you're staying top-of-mind, nurturing relationships, and demonstrating value throughout the sales process. Here are five best practices for successful lead follow-up:

1. Be Timely. Timing is everything! It’s important to reach out soon after you receive an RFQ, ideally within 48 hours. Companies that follow up on leads within an hour of a query are almost 7x more likely to qualify the lead, according to Harvard Business Review, and more than 60x more likely than companies that don’t respond for 24 hours or more. Set up automated reminders on your calendar or phone to make sure that you're following up consistently, without being too pushy. If you check in with prospective buyers frequently, your business is more likely to stay top of mind.
2. Keeping Track of Leads. There are a host of tools you can use to track leads, but the most important thing is to use a system. If you’re on a tight budget, try a simple spreadsheet like Google Sheets. If you’re ready to ramp things up,  you can use a CRM like Hubspot or Salesforce. You can also use lead scoring or lead tracking software to keep track of where your leads are in the funnel. 
3. How to Follow Up on Leads. Email, phone, and even LinkedIn are all great ways to follow up on leads – but don’t do it all at once! You want to follow up quickly, but you don’t want to overwhelm a potential customer. After your first outreach, try calling or emailing once a week. Another option is to communicate with leads directly in your Thomas Supplier Dashboard by using  your Opportunities inbox. Access your Opportunities Inbox here to view and respond directly to RFIs from interested buyers.  
4. Personalize Your Outreach. Don’t rely on generic follow-up emails! Tailor your messages to each prospect by referencing their specific needs, interests, or previous interactions. You can even use Thomas’ WebTrax prospecting tool to inform your messaging, since WebTrax shows you the pages prospects have visited and what they’re searching for on your site. Mention relevant details about their business or the specific products and services you offer to show that you've done your homework. Personalizing your message makes a big difference in building rapport and trust.
5. Provide Value in Every Interaction. Every touchpoint with a lead should offer something valuable, whether it's additional product information or insights that address their pain points. This can take the form of case studies, ebooks, articles, reports, or even customer testimonials. Buyers are looking for solutions that will help them achieve their goals—so don’t just focus on your products. Provide content and advice that highlight your expertise and help guide them toward making an informed decision.

Effective lead follow-up is about more than just sending emails or making calls — it’s about building relationships, understanding buyer needs, and providing value at every stage. By following up in a timely manner, personalizing your communication, and consistently offering valuable insights, you can improve your chances of converting leads into loyal customers and growing your business.