Following up with new leads is where many Australian SMEs drop the ball. Generating interest is fantastic, but without a structured follow-up, those leads quickly cool. We’ve seen countless businesses leave money on the table simply by not having a clear plan for what happens *after* someone expresses initial interest. The goal isn’t to immediately close a sale, it’s to build rapport and move them steadily down the sales funnel.

So, what does an optimal follow-up sequence look like? It’s not a ‘one size fits all’ answer, but here’s a framework that consistently delivers results for our clients. We focus on providing value with each touchpoint, rather than relentlessly pushing for a sale.

• Immediate Acknowledgement (within 24 hours): An automated email thanking them for their enquiry is essential. This isn’t a sales pitch; it’s confirmation we received their information and a promise of a personal follow-up.
• Value-Driven Email 1 (3-5 days later): Share something genuinely useful. This could be a relevant blog post, a case study demonstrating how we’ve helped similar businesses, or a free resource addressing a common pain point. Focus on their needs, not your product.
• Personalised Outreach (7-10 days later): This is where a phone call or a highly personalised email comes in. Reference their initial enquiry and offer a brief, no-obligation consultation to discuss their specific challenges. Don’t be discouraged by voicemail – leave a concise message.
• Soft Re-Engagement (14-21 days later): If no response, send a final email. Frame it as a ‘checking in’ message. Perhaps offer a different piece of valuable content or a link to a webinar. This is your last attempt without being overly persistent.

A crucial element often overlooked is segmentation. Tailor your follow-up based on how the lead initially interacted with you. Someone who downloaded a detailed guide has different needs than someone who simply submitted a contact form. We also recommend tracking open and click-through rates to refine your messaging. Analysing this data will reveal what resonates with your audience and where improvements can be made.

Implementing this sequence doesn’t require expensive software. A simple CRM or even a well-organised spreadsheet can be effective. The key is consistency and a genuine desire to help your potential customers. If you’re unsure where to start, begin by mapping out your ideal customer journey and tailoring your follow-up to each stage. A well-executed follow-up sequence is a powerful tool for converting leads into loyal customers, setting your business up for success in 2026 and beyond.