Lead management and CRM for better sales

Following up on leads can make the difference between a new customer and lost investment. Lead management with CRM further increases your chances of winning new customers. Important information is stored and made available to the entire sales department, enabling a proactive approach.

Registering leads

A CRM system presents an excellent opportunity to capture conversations with potential customers. It offers the ability to save both the (contact) details and a summary of the conversation. Lead follow-up is the logical next step. Customer Relationship Management software provides a range of tools that make following up on leads a lot easier.

CRM lead management

Passing leads on
Leads don’t just come in via field staff and sellers. Leads can also call customer services to ask questions about products and services. Sellers will immediately recognize these signals as buying signals. Not everyone will have the same willingness to buy during this conversation at this time, so it is important to follow up on these leads. Ensure that customer services report serious leads in the CRM system and pass them on to a colleague, who can then follow up using the details stored in the system. Has the customer-services representative sent out a brochure following on the phone call? The seller will be able to see this in the CRM system, and will then be able to follow up appropriately. For example by asking whether the customer still has any more questions.


Following up on leads is more likely to be successful if those leads can be followed in a relevant way. Nobody wants to receive a call about a sale when they’ve already made the purchase. The use of a CRM system can greatly enhance the quality of lead follow-up, since leads that have already been converted will be shown with a different status in the system. In addition, sellers will spend their precious hours more effectively by keeping unnecessary phone calls to a minimum. Avoiding those calls will also prevent a sense of unproductiveness from continually following up on leads that have already been turned into customers.

Defining leads

The implementation of this strategy will only be effective if the organization maintains a clear definition of the concept of ‘leads’. Not everyone who’s been in contact with the organization automatically qualifies as a lead. The use of a clear definition and implementation of a strategy for systematic lead follow-up will result in greater return on investment.