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Become a Follow-Up Fanatic

Far too many startups lose valuable sales through a lack of consistent follow-up. Here's how to do it better.

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This story appears in the March 2010 issue of Start Up.

Prime Time has finally arrived. After all the planning and plotting, your startup is ready for launch. The shingle bearing your company's name has been hung. The website is live. Like a bull in the chute, your is clawing the ground, frothing at the mouth, hungry to corner and close prospects. Time for one last pep talk."OK, everybody," you say, your voice rising to a crescendo,"let's get out there and.nurture!"

Not exactly the words Patton would have used to rally his troops before battle. But given the prevailing mindset of B2B and B2C prospects today, it's just the kind of tactical advice a fire-breathing sales force needs to hear to set the tone for a successful sales campaign, asserts Sam Eidson, a founding partner at 90 Octane, a Denver firm. "There's a perception--and, I think, often a valid one--that salespeople tend to be hunters, not nurturers. But in our experience, if you go through a nurturing process with your prospects, you will have a competitive advantage over the hunters, and your margins will improve."

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