One of the most wasteful things businesses do is to advertise and market and then not pay proper attention to the leads that come in. It's a waste of a huge amount of the budget: money that could feed straight through to the bottom line if it weren't thrown away in this manner.
With the rise in the power (and the sophistication of programming) of computing this can now be fairly easily dealth with, with crm software, or customer relationship management software. What CRM is all about is making sure that all contacts by potential customers, whether they're just asking for a little more information, or trying to get prices, or a visit from a salesperson, that all of them are properly followed up.
Did they get their information? Have they been followed up to make sure, and did they understand it? Do they want anything else? Are they ready to make an order?
Another name for this is lead tracking (or lead management). You paid enough money to generate these leads in the first place so you really ought to be making sure that you get the most value out of each and every one of them.
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