Every sales process involves a series of phases and activities. Sales reps often struggle to stay organized, manage their time well, and keep track of important details when juggling so many different tasks. However, one essential component of effective sales management is often overlooked: follow-up. Sales reps should never assume that their potential customers will remember everything they discussed during the initial consultation, or that the potential customer will take action on any given deadline. A rep’s job is to ensure that every action item from the last meeting has been completed and that there are no loose ends. Follow-up ensures this happens. A strong follow-up strategy can also have a major impact on your business’s bottom line if you use it as an opportunity to express gratitude, nudge prospective customers with useful information about other products or services, and suggest new ways to work together going forward.