Nadine Nuzzo, Retail division manager
Arvidson Pools & Spas
Three locations in Crystal Lake, Palatine and St. Charles, Illinois

To ensure our lead follow-up is timely and effective, we employ several tools and practices. First, our lead collection forms and landing pages are built to collect pertinent data to make communication meaningful and ensure the lead is replied to in the manner they prefer. Learning what the lead needs gives us the best chance to connect them with the staff member who can best be of service. Knowing what method of communication they prefer (text, email or phone) betters our chance of connecting. Secondly, we use a CRM to manage the leads. An automated message can be sent right away, and the lead gets assigned to the proper staff member at that time. The CRM is available on our staff’s phones so they can respond quickly. It also records all messages for reference and training. Templates are available to make responding faster and easier. Another important practice is providing clear communication with staff regarding the lead follow-up behavior that is expected, emphasizing the data that proves that usually the first company to respond is the one a customer chooses to do business with and the timeliness of that response is a major deciding factor as well. Lastly, separate time during the normal workday for staff to do continuing lead follow-up. As with most activities, ongoing training and monitoring are critical to successful lead follow-up.