Follow-up isn't just another box to tick in the sales process. It's what separates the teams crushing their goals from those just getting by.
As a sales leader, your job is to build a culture where follow-ups are consistent, smart, and actually get results.
Recently, Allie Brotherton, Senior Sales Manager at Orum, and Camille Kempell, Business Development Director at Hive Perform, shared some killer insights on what makes follow-ups work.
Here’s what you need to know to get your team ready to rock in the year ahead.
1. Teach Persistence with a purpose
Sales reps often worry about being "too much" when following up. But Camille nailed it when she said, “Just being persistent isn’t enough.
Every time you reach out, you need to remind the prospect of the value you bring.”
To make this happen, teach your team to tailor their follow-ups to each prospect's unique situation.
They should revisit past conversations and make sure each interaction feels fresh and relevant. Timing matters too—encourage them to experiment with different times to catch prospects when they least expect it (in a good way, of course).
Leadership tip: Give your team CRM tools that let them schedule personalized follow-ups that are staggered. Track what works best, and do more of that.
2. Build resilience to rejection
Rejection is part of the game. As Allie said, “Rejection isn’t about you. It’s a sign to tweak your approach.”
To help your team bounce back, encourage them to focus on the process, not just the outcome. Coach them to see a "no" as a chance to learn more about what the prospect needs.
Leadership tip: Celebrate the small wins with your team. Acknowledging progress keeps morale high, even when things get tough.
3. Encourage Creative Outreach
In 2025, generic follow-ups are going to get ignored. Camille stressed that creativity is key. Whether it's sending a personalized video after a demo or sharing a case study that hits on their specific pain points, originality gets attention.
As a leader, empower your team to think outside the box. When follow-ups feel genuine and thoughtful, prospects are way more likely to engage.
Leadership tip: Make creativity part of your team's regular training. Host brainstorming sessions to come up with new follow-up ideas, and share success stories to inspire everyone.
Closing the loop
The best sales teams don't just follow up - they follow through. By teaching your team to be persistent, resilient, and creative, you'll set them up to turn prospects into clients, consistently.
As you plan for 2025, make follow-up excellence a top priority. With the right tools, mindset, and leadership, your sales team can thrive, no matter what the market throws at you.
Watch the full discussion with Allie Brotherton and Camille Kempell here
