How to Create a Sales Follow Up Sequence in Canada

Creating a sales follow up sequence is essential for small and mid-sized Canadian businesses that want to convert leads efficiently without losing them due to slow or inconsistent outreach. Many businesses rely on text messages, emails, and spreadsheets, which can lead to missed opportunities or confusing workflows. A planned sequence helps keep prospects engaged and your team organised.

Why this comes up / what goes wrong

Small-business owners often struggle with timely and consistent follow-ups because they juggle many tasks. Leads can go cold if follow-up is delayed or irregular. Without a sequence, reps may forget who to contact and when, or send repetitive or poorly timed messages. This results in lost sales and wasted effort. A clear follow-up sequence reduces this risk by creating a predictable outreach plan.

Step-by-step

1. Define your follow-up period and number of steps: Typically, plan a sequence over two weeks with about five contact points. This balances persistence with respect for the prospect’s time.

1. Choose your communication channels: Use a mix of phone calls, emails, WhatsApp or SMS messages. For example, start with a call, then follow with an email, then a WhatsApp message.

1. Write message templates for each step: Prepare clear, concise messages tailored to each step’s goal (e.g., introduction, value reminder, offer).

1. Set due dates and reminders for each step: Assign a specific day and time for each follow-up action to keep the sequence on track.

1. Include a stop rule: As soon as the prospect replies, the sequence should automatically stop to avoid over-contacting.

1. Track all follow-ups as tasks: Use task boards to visualise daily calls and messages, so reps don’t rely on memory.

1. Review and adjust: After running the sequence a few times, check what works and refine message timing or content.

Check your setup regularly to ensure no step is missed and that messaging stays relevant.

Example (fictional figures)

A mortgage brokerage in Mississauga, Ontario, wants to follow up with leads over two weeks with five steps.

• Step 1 (2024-05-01): Call the lead.
• Step 2 (2024-05-03): Send an email with mortgage options.
• Step 3 (2024-05-06): WhatsApp message reminding about the email.
• Step 4 (2024-05-09): Call to answer questions.
• Step 5 (2024-05-13): Final email with a limited-time offer.

If the lead replies on step 3, stop the sequence.

Costs and time spent:

• Each call takes 10 minutes, valued at C$30/hour = C$5 per call.
• Each email or WhatsApp message takes 5 minutes to prepare and send, valued at C$30/hour = C$2.50 per message.

Calculations:

Calls: 2 calls × C$5 = C$10 Messages: 3 messages × C$2.50 = C$7.50 Total time cost per lead = C$10 + C$7.50 = C$17.50

This cost is justified by converting just one more lead per month.

Common mistakes

• No clear schedule: Without set dates, follow-ups get delayed. Prevent this by assigning due dates and reminders.
• Using only one channel: Relying on just email or calls limits reach. Use a mix of email, calls, WhatsApp, and SMS.
• Not stopping the sequence: Continuing after a reply annoys prospects. Implement a stop rule immediately after a response.
• Forgetting to log tasks: Without task boards, reps forget who to contact. Use sales task boards to organise follow-ups (sales task boards).
• Poor message quality: Generic or unclear messages reduce response rates. Create tailored templates for each step.
• Not reviewing performance: Without reviewing, sequences don’t improve. Track metrics and adjust.

Doing this in HelloGrowthCRM

HelloGrowthCRM offers Sequences and campaigns that automate a five-step follow-up over two weeks, sending messages across email, SMS, and WhatsApp until the prospect replies. Each follow-up becomes a task with a due date on Activities and task boards, so your team sees daily calls and messages as a list, not a memory test. Also, AI agents can draft follow-up messages after calls, letting reps review and send quickly. Learn more about email automation and sequences and HelloGrowthCRM for Canada.

Frequently asked questions

How long should a sales follow up sequence be? A typical sequence lasts about two weeks with around five contact attempts. This timeframe keeps you persistent without overwhelming the prospect.

What channels should I use in my follow up? Use a combination of phone calls, emails, WhatsApp, and SMS messages. Mixing channels increases the chance of connecting with your prospect.

When should I stop a follow-up sequence? Stop immediately once the prospect replies. Continuing after a response can damage the relationship.

How do I keep track of follow-ups? Use task boards that list daily calls and messages with due dates. This helps reps stay organised and consistent (sales task boards).

Can I automate sales follow up sequences? Yes, automation tools like HelloGrowthCRM can run sequences that send multi-step outreach messages and stop when the prospect replies, saving time and reducing errors.

Key takeaways

• Plan a two-week, five-step follow-up sequence using calls, emails, WhatsApp, and SMS.
• Set due dates and reminders for each step to avoid delays.
• Stop the sequence immediately when the prospect replies.
• Use task boards to organise daily follow-up activities.
• Review and refine your sequence regularly.
• Automation tools like HelloGrowthCRM can run and manage follow-up sequences efficiently.

Start your sales follow up sequence today and keep your leads engaged. To try automating this process, start on the Free Forever plan (200 leads, no credit card).