Optimising multichannel follow-ups

How can you use AI to organise useful follow-ups across several channels?

1960 € per session, excl. VAT

In short

“Optimising multichannel follow-ups” is a private in-person session of a full day for salespeople, inside sales and account managers or sales managers and sales ops. It helps you analyse current follow-ups and their results, design three follow-up scenarios according to the sales situation. Groups of up to 12 participants, in French, with exercises on your own work cases.

Why this training?

Follow-ups are necessary, but they are often poorly timed and paced: too early, too often, always through the same channel and with no new information. They irritate more than they persuade. This day helps you design follow-ups that add something at every contact, through the right channel for the moment, with AI to write and adapt messages and clear rules for the team. Running case study: « BuroDesign », a fictional office fit-out company, has 30 unanswered quotations. Participants build follow-up scenarios and messages for three situations: a recent quotation, an old quotation and an existing client. Transfer to the workplace: The team applies the scenarios to outstanding quotations for a month and compares the results with its previous practices.

Objectives of this training

  • Analyse current follow-ups and their results
  • Design three follow-up scenarios according to the sales situation
  • Choose the appropriate channel at each stage
  • Use AI to write follow-up messages that add new value
  • Establish rules for frequency, stopping and traceability
  • Define how to measure the effectiveness of follow-ups

Who is it for and what are the prerequisites?

Roles and tasks concerned

  • Salespeople, inside sales and account managers
  • Sales managers and sales ops

Prior skills

  • Regularly use a generative AI assistant and know how to structure a request (AI Prompting level or equivalent skills).
  • Work in B2B sales and know your company’s sales process.

What you will work on

  1. Assessment of current follow-ups

    Objective: Understand what works and what does not. Types of follow-ups, channels, time frames, content; analysis of examples.

  2. Follow-up scenarios

    Objective: Adapt the follow-up to the situation. Three typical situations; objectives, stages, time frames, channel for each stage.

  3. Writing messages

    Objective: Add new value at every contact. Possible content: useful information, a question, an authorised client case study, a genuine deadline; adaptation by channel.

  4. Calls and voicemail messages

    Objective: Prepare spoken follow-ups. Short call script, 20-second voicemail message, handling common responses.

  5. Rules for frequency and stopping

    Objective: Respect recipients and the company’s image. Minimum intervals, maximum number of follow-ups, conditions for stopping, traceability, right to object.

  6. Measuring and improving

    Objective: Monitor the effectiveness of follow-ups. Simple indicators (response rate, time frame, reason for non-response); testing two variants.

What you take away

  • Assessment of current follow-ups
  • Three multichannel follow-up scenarios
  • Set of messages by channel
  • Team follow-up charter
  • Measurement and testing plan

Method and assessment

  • Short input sessions followed by immediate practice on the running case study.
  • Individual work followed by work in pairs, with peer review of the outputs.
  • Guided group discussion: what works, what needs correcting and what remains a human decision.
  • Preparation: Bring examples of follow-ups sent (anonymised). Identify the most frequent follow-up situations: unanswered quotation, cancelled appointment, unresponsive prospect.

Observable criteria: Each follow-up adds new information or a new question; The chosen channel is justified at each stage; The charter sets a maximum number of follow-ups and conditions for stopping; The measurement plan defines at least two indicators.

Frequently asked questions

Is an automation tool needed?

No. The day focuses on design and writing; automation is covered in a level 4 training course.

Can you follow up on professional networks?

Yes, if the channel suits the relationship and is used in accordance with the platform’s terms and the applicable rules.

How many follow-ups should you make?

That depends on your market; the charter sets a maximum suited to your context.

Can the messages be reused?

Yes, as templates to adapt to each situation, never sent without review.

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