How fast should I follow up on a lead?

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This advice comes from Frank Bettger’s book entitled “How I Raised Myself From Failure to Success in Selling,” first published in 1947!  I think the advice is still good today:

When is the best time to follow a referred lead?  Within six days?  Or six weeks?  Six minutes, I’ve found best, or just as soon as it is possible for me to get there.  A new lead is sizzling hot!  If I don’t go immediately, while I’m steamed up about it , it gets pushed back somewhere in my files, and I lose interest in it.  When I get it out of the file at a later date, it’s just like one of my company’s best young salesman, John Lord, says: “It looks like a stale loaf of bread.”

How long are you waiting to follow up your leads?  I hope this inspires and motivates you to block lead follow up into your planner every day and to do it!