How the Top Businesses Follow Up with Leads Based on Where They Are in the Sales Process

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One of the best things that you can do inside of your sales and marketing process is know when to deploy what based on where your leads are at in your sales process.

Sometimes you get sales conversations that happen far too early on and your salespeople will complain as a result about that. They’ll feel like leads are unqualified when in reality they aren’t. They’re just too early in the sales process and they have to be moved further along.

When you have salespeople that have those types of conversations instead of just throwing the lead away and saying this person’s unqualified, I’m not talking to them anymore, no, no, no, no. You have to learn how to have a launch control system.

Your salespeople need to be well trained on the CRM and can flick different toggles, press different buttons and have different marketing assets deploy to those leads in that given moment that are most appropriate for them based on where they’re at in your sales process.

If your business is already generating $100k+ per month, My Inner Circle is where you break through to the next level. Inside, I’ll help you identify and solve the bottlenecks holding you back so you can scale faster and with more clarity.

I have helped 40 different companies right now hit million dollar months. All I do is hand down the lessons from those companies to you. I’m just taking million dollar month lessons, packaging them into bite size content and trying to get you a little bit richer.

How to Map Your Entire Sales Process from Awareness to Close Before Building Follow Up

The first thing that you really have to understand is your sales cycle. You have to be able to successfully map your process from A to Z.

A being awareness and where a lead originates in most instances all the way to the point of the close. If you want, well beyond the close you can even take it as far as upsell territory if you want to.

In between there’s a few key things that happen.

There’s a certain point where a lead becomes curious enough to officially take an action with the business. They are not sold yet but they’re going to be responsive to your direct response ads.

They’re going to enter into your sales process or essentially go through your advertising and marketing process.

At a certain point they take an action. Book a call, opt in for a webinar, opt into a challenge funnel, DM the business and start going through a DM ad strategy, fill out an instant form aka the Hydra, and just again entering into the sales process.

From here there’s a pretty significant amount of education and framing that occurs. That education typically happens from three main things. Short form, long form and your salespeople.

Salespeople always 100% of the time get erratic and upset when they talk to leads way too early in the process.

Way too early in the process is somewhere in this phase specifically, right after the person takes action but before they’ve consumed any of the content. That generally upsets salespeople and makes them say hey, all these people are unqualified.

Which we know as sophisticated advertisers and marketers, they’re not unqualified. They’re just early along in the process.

Now we have plenty of strategies that we deploy around here in order to warm people up and get them to the point where they’re better framed before they talk to a salesperson.

However, the point of this specific content is not to sit here and tell you about things like the hammer them strategy, the trust flywheel, indoctrination assets, trust assets or really anything that has to do with all of your sophisticated email marketing strategies and your follow up systems and your content remarketing systems after the person takes the action.

No, no. What I want to talk about is what a lot of our high level clients do after they’ve already got those things built out.

What they end up doing is building these dashboards where they train their salespeople on how to actually use the CRM.

How to Use Custom CRM Fields to Trigger Different Follow Up Based on Why Leads Did Not Close

In most instances what ends up happening is the salesperson will have these reasons that they can mark in the CRM. Like a drop down field. Almost every CRM has custom fields and this is where the magic starts with this whole process.

Because all you’re doing after one of these custom fields gets tripped is just if this then that logic.

So as an example, if a lead gets on a call with our sales organization, somebody in the team says this lead is too early and that is one of the reasons in this drop down box that you put, is too early.

Well, if that occurs then we want to have an entire marketing automation sequence that fires off to that person that deals with them being too early in the sales process.

What would too early in the sales process look like?

It might be that the lead showed up and asked questions that again were just super surface level and you could tell they’re at the very top of the sales process. Questions like hey, what is this? How’s this all work? Why would I want to do it?

Questions like that that again just frustrate your sales team from that perspective.

If that’s the case for you currently and you get a lot of that, how much better would it be if you had an entire marketing automation process?

Now let me just be clear on the definition of what I’m talking about when I say marketing automation. Because this can get quite sophisticated for what you’re capable of doing.

So marketing automation can be first of all an email sequence which is the obvious option. We have texts. But in addition to that we have specific content remarketing sequences that can go out to people too.

So it doesn’t just have to be our emails and our texts.

Here’s the key. Here’s what all of this really boils down to. Context.

Context equals big dollars. Big time money comes from context. A McKinsey study reveals that faster-growing brands using personalized methods generate 40% more revenue than those that don’t, proving that contextual marketing directly impacts the bottom line.

When you treat everybody the same that’s going through your sales process, you’re going to have a bad time simply put. 

Research confirms that 63% of marketers see a conversion rate increase after using personalized content, and 90% of leading marketers say marketing personalization significantly contributes to profitability.

You’re just not going to maximize every lead that comes through the funnel.

I want to be very direct when I say this. This is so important to understand for why generally this is only deployed by the big dogs. Because if the big dogs can make a difference of like 5% of people showing up, or they can make a difference of like 5% extra people closing, or if they can make a difference of like an extra $2,000 in their AOVs, their average order values.

I mean guys, it is extreme. The amount of money that these companies either leave on the table and lose or that they put in their pockets and make as a result of just these small improvements in these statistics across these funnels.

These dissertation reasons, that’s the proper term for when I say you need to have a custom field in the CRM that just has dissertation reasons that’s like too early.

I’m going to give you a few examples here. I’m not going to give you all the examples that we put our Inner Circle members on to but I will give you a lot of examples regardless.

Some dissertation reasons again, too early.

Now watch this. This is one of my favorites. Needs X.

So what can X be? Let’s use the example that somebody gets onto a call about your offer and your offer has like three main components that make people buy after they understand these three specific things.

So let’s say that the person comes through framed quite well on thing number one and on thing number three, but on thing number two in this hypothetical example, aka Y, they just struggled to grasp it. So they need more framing around that.

Because when those three things that your company specifically knows with certainty, if people know this before they talk with us their probability of buying is dramatically higher, let’s just use this hypothetical example.

There’s three key things that somebody just again if they know those things or sold on those things, they’re buying at a very high rate.

Again we want to make sure we have sequences. Dissertation reasons and marketing automation paired with those sequences that can textually address those specific problems, those needs for framing.

We have a much higher probability to get people to buy during the follow up stages. Research shows that automated lead nurturing can lead to a 23 percentage point increase in conversion rates when delivering targeted content at the right time, reducing uncertainty for potential buyers.

Here’s the important thing to understand. Dissertation reasons can range from things like what we just talked about like too early or needing specific framing things, and it can also range over to objections.

So rather than just being specific to some of the more, we’ll call them front end reasons that people are probable to go through some content, like need something, the objections are also things that we can create sequences for.

How to Build a Library of Videos and Content for Every Stage of Your Sales Process

Now the follow up to this. How are you going to go about getting this information?

So I call this part the consumables.

We have to have a list of different consumables. We have to have videos and this is important to note. We got short videos, we got long videos.

There was a recent Inner Circle member that we gave a million dollar a month trophy to, Mr. Daniel Fazio. Daniel is very smart guy. We love Daniel in the group. I love Daniel. After hearing Daniel I was like, I think this guy could be my best friend. He has the same lingo as me. I love Daniel.

But to be clear, Daniel in his VSL, he was given a specific tip talking about his VSL and he was like, just like you guys have the ability to scrub through content and you have the ability to see what I’m talking about and when.

Maybe I’m talking about something that you just don’t care about. All you’re going to do is go scrub with that little control slider there. You’re going to go find something that’s more applicable to you that you specifically want to know. That’s tremendous. That’s great.

Why not do that same thing in your VSL was the point that Daniel made.

It’s the same thing in your long form content. Why not take a long form piece of content and break it out into shorter clips and give people the opportunity to consume it in three different ways?

You have the videos, you have the writing, and then on top of that you have variations of consuming both of these.

One of my favorites and I can’t believe I’m giving this tip out for free to be honest with you, we’ve been having a field day with this tool in the Inner Circle right now. We’ve been loving this as a new consumable.

It’s called Gamma. Gamma can take the same information that we just talked about like videos, texts and it turns it into this thing they call a gamma doc. We have again, we’ve just been having a field day with this. We’ve been loving it. It’s so cool to use and test and just try out and see if you get some better results at getting people to just go through the information that you want them to consume.

Here’s my point with this whole consumables part of the equation. This is what you need in order to get this part of the equation to work.

So when one of the salespeople triggers a dissertation that says like, oh this person’s too early or all this person needs XYZ or oh they had this specific objection, well from there you have to have a good set of consumables for the person to then get hit with in order to increase the probability to buy.

Emails, texts, videos, long videos, short videos, gamma docs, salespeople to have the conversation with that are willing to educate them and spend the time with them. Things like this. These are all examples of consumables and again I’m going to add that to the list as well. Sales person conversation.

These things matter is my point. The consumables make or break whether this works for you and whether you’re actually going to be able to create the contextual resources that the people going into your process crave.

Because if not, what are you really left with? Really think about this. What are you left with if you don’t have contextual consumables created that are contextual to specific dissertations that your salespeople has said, hey this person needs this specific thing addressed?

What are they left with otherwise? Some random sequence that you might not even have by the way. That’s the craziest part.

We find people all the time that are at a good couple hundred grand a month trying to get to million dollar months that don’t even have a post call sequence for email, let alone for the content that they should get pivoted to seeing next, the texts, what the salespeople should be talking about next.

There’s nothing there that exists.

So from that perspective really think about what I’m trying to tell you here.

Why Treating All Your Leads the Same Kills Your Close Rate and Leaves Money on the Table

You’re in a position where after one of the most important things that can happen in your business occurs, a sales conversation or a webinar or something where the person could have converted and didn’t, you don’t have proper follow up built out that’s contextual to why they didn’t close.

And yet you wonder why you’re at the amount of revenue you’re at, not making more money.

Is it that shocking? It’s not to me.

Here’s the other thing for why that’s probably happening. Because you have zero accountability and eyeballs on your business besides you.

If you haven’t been able to conclude to this yet as you’re this far into the content, you not having this means you need somebody’s help like mine.

My eyeballs on your business are extremely valuable. I would never let you operate without these kind of things.

Every single high level client we have uses them, leverages them and gets pretty significant improvements across all these different stats, all as a result of doing these things.

Why aren’t you?

Join into my Inner Circle offer. Twice a month one on one calls, weekly group calls. We have masterminds four times a year. We have a group chat full of rich people trying to get richer that’s very active where they all share things that are very valuable because we trust each other.

We don’t let losers or value vultures into the group. You’re not going to join in there and feel like a big dog. Quite contrary to that, almost everybody who joins in even if they’re high couple hundred grand a month feels like a small fry.

Because it’s not necessarily even just about the amount of revenue you’re at, it’s about what you know.

If you looked at this specific content and you say yeah, I don’t have any of this and it’s obvious that I should, that’s a perfect example of what I’m talking about.

You’ll go in there and you’ll start to create this and you’ll share these things in the group chat. You’ll get my perspective and you’ll get plenty of other people’s perspectives too.

Everybody’s there to try to get richer. Everybody’s willing to help. It’s a very give and take kind of relationship that you develop with all these other people in the group besides myself.

I’d encourage you to apply to join in.

How Contextual Follow Up Based on Dissertation Reasons Increases Close Rates and Revenue

Let me break this down one more time so it’s crystal clear.

Your sales process needs to be mapped from A to Z. Every single touchpoint, every single interaction, every place where someone can drop off or move forward.

Then you need dissertation reasons. Custom fields in your CRM that your salespeople can trigger based on exactly where that lead is at and what they need.

Too early? They get hit with foundational content that educates them on the basics.

Need specific framing on component two of your offer? They get a targeted sequence that hammers home exactly that component.

Have a specific objection about pricing? They get case studies and testimonials that address that exact objection.

Each dissertation reason triggers a different automation. A different sequence. A different set of consumables designed specifically for that exact situation.

This is what context means. This is what sophisticated follow up looks like.

Most businesses treat everyone the same. They have one email sequence. Maybe two if they’re fancy. One for people who booked a call, one for people who didn’t show up.

That’s not enough. Not even close.

The top performers, the people crushing it at multiple millions a month, they have dozens of sequences. Dozens of different paths people can go down based on exactly where they’re at and what they need.

And the crazy part? Once you build it, it runs on autopilot.

Your salespeople just mark the dissertation reason. The system does the rest. The right emails go out. The right content gets shown. The right text messages get sent.

Then that lead comes back more educated, more framed, more ready to buy.

Your close rates go up. Your average order values go up. Your show rates go up.

All because you stopped treating everyone the same and started giving people exactly what they need based on where they’re at. Studies show that nurtured leads make 47% larger purchases than non-nurtured leads on average, and companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.

How to Set Up Automated Follow Up Sequences That Fire Based on Where Leads Are At

Here’s what you need to do right now.

First, map your sales process. Every step from awareness to close.

Second, identify the most common dissertation reasons. Too early, specific objections, needs more framing on X, whatever they are for your business.

Third, start building your consumables library. Short videos, long videos, email sequences, gamma docs, whatever formats work best for your audience.

Fourth, set up the automation in your CRM. If this dissertation reason gets triggered, then this sequence fires.

Fifth, train your sales team on how to use it. They need to know what each dissertation reason means and when to use it.

This isn’t complicated. It’s just intentional.

Most people don’t do this because they’re lazy. They want to set up one funnel, one sequence, and have it print money forever.

That’s not how the top 0.1% operate. They’re constantly optimizing, constantly improving, constantly building out more sophisticated systems.

Because they know that every percentage point improvement in their metrics is worth tens of thousands or even hundreds of thousands of dollars.

A 5% increase in show rate on a funnel spending $200,000 a month? That’s massive.

A 5% increase in close rate on deals averaging $20,000? That’s life changing.

An extra $2,000 in average order value across hundreds of customers? That’s millions of dollars.

The math is simple. The execution just requires you to actually care enough to build it.

So the question is, are you going to keep treating all your leads the same and leaving money on the table? Or are you going to build a sophisticated follow up system that maximizes every single lead that comes through your funnel?

The choice is yours.

But I’ll tell you this. Every single person I’ve helped hit million dollar months has a system like this. Every single one.

It’s not optional at that level. It’s required.

So if you want to get there, you better start building.

Most business owners waste years figuring out what actually works. In my Master Internet Marketing program, I compress that learning curve into 7 weeks, covering copywriting, funnels, ads, and more. If you’re ready to invest $5k and get serious about your skills, apply here.

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