Lead follow up may be the most under rated of all steps in the sales process and quite possibly the number one cause of lost business.

There are two specific ways that incorrect lead follow up can kill your business. The first way is the obvious one that involves not being diligent and doing the follow up that you need to do to nail down the appointment. The second is the complete opposite of that - too much time and effort wasted on leads that are garbage and should be thrown away. This often overlooked pattern is what I really want to focus on in this post.