Following up with leads is an art and a critical part of the sales process. In today’s episode of CBT Now, Matt Easton, sales coach and founder of Easton University, shares his five secret steps to following up with leads to guarantee they close. These steps aren’t just tactics—they’re foundational strategies to establish trust, build relationships, and close deals confidently.
Have Authority
Easton emphasizes the importance of initiating conversations with a potential lead with authority.
Instead of beginning with a meek “just checking in,” he recommends projecting authority and confidence. A better approach would be:
“Matt Easton here at Easton University. I wanted to reach out to you personally to ensure my people get you all the information needed.”
This authoritative tone inspires confidence within the lead and reframes the salesperson as a competent professional. Starting with a sense of purpose and command sets a strong foundation for the conversation.
Focus the Conversation
Every lead is after one sole thing: information—be it pricing, availability, warranty, or more.
Easton advises salespeople to listen with intention, directing the conversation toward the lead’s specific needs. Avoid jumping straight into a sales pitch. Instead, receive their inquiries, understand their pain points, and tailor approaches accordingly.
When customers feel their concerns and interests are heard and valued, it builds trust while positioning sellers as a reliable resource, not just salespersons.
Find Their “Why”
Uncovering the lead’s “why“ is crucial. What is driving their interest?
Easton suggests asking well-crafted, information-seeking questions to identify their motivations and priorities. Doing so creates a more personalized conversation that uncovers their underlying needs and desires. Whether their “why“ is tied to saving money, increasing efficiency, or upgrading a product, understanding this core motivation can shape how the lead is guided through the process.
Find the Starting Line
Identifying where the lead stands in their decision-making journey is essential to mapping the path forward.
Easton recommends asking questions like: “What research have you done on us?”
This question helps gauge their level of interest, existing knowledge, and how far along they are in the buying process. Additionally, it provides insight into how much effort is required to move them closer to a close.
Leads further along the process may need reassurance, while those just starting out may require more detailed information.
Be NSO (Next-Step Obsessed)
The final and most critical step is to Be Next-Step Obsessed (Be NSO).
Focus on the next phase of the sales process, whether it’s closing the deal or arranging further engagement. Establish a clear and actionable next step with the lead, such as sending additional information or scheduling a follow-up call.
Easton stresses that leaving a conversation hanging is a lost opportunity. If a customer isn’t ready to close, don’t let the momentum fade—set an expectation for future follow-up. This keeps the relationship warm and at the top of their minds until they are ready to commit.
Every lead is an opportunity, and how it’s handled can make or break the deal. By mastering these five steps, sales professionals can refine their follow-up process, turning leads into clients while building trust and credibility.
