Success in the business world is simply a matter of converting prospects into customers. Even though a pool of customers may be readily available the process of conversion must take place in order for sales to happen.

Many sellers assume, and wrongly so, that since they have a great product it will definitely "sell itself." This rarely happens in reality. Those who will buy must be wooed and guided through the process and this is where follow up comes in.

People may need and value your product or service but if you don't follow them up, you'll soon discover that you're leaving a lot of money on the table and losing sales opportunities which will affect your sales goals.

My main objective for writing this book then is to emphasise the importance of adding follow up to your sales efforts so as to minimise the loss of opportunities to sell. People usually end up buying from the people who didn't give up on them. It's a powerful tool that you can't afford not to use if you are involved in selling.