Enquiries arrive from many directions: website forms, landing pages, phone calls, emails, WhatsApp messages and referrals. When each one lives in a different inbox or notebook, follow-ups get missed and no one can see the full picture. A CRM (customer relationship management system) brings them together in one place.
What to record for each enquiry
- Name, business and contact details.
- The product or service they asked about.
- Where the enquiry came from, such as a specific landing page, banner campaign or referral.
- Their country or city.
- Their preferred contact channel.
- Their consent status for marketing messages.
- Notes from every conversation.
Use simple stages
A short, clear set of stages helps everyone see where each enquiry stands. For example: New, Contacted, Follow-up, Customer, Not proceeding. Avoid creating so many stages that no one keeps them up to date.
Give every enquiry an owner
Each enquiry should have one person responsible for the next step. Shared responsibility often means no one follows up.
Set follow-up reminders
Many sales are lost simply because no one followed up. Set a reminder for the next contact whenever you speak to someone, and review overdue follow-ups regularly.
Use message templates carefully
Templates for common replies save time and keep messages consistent, but personalise them with details from the enquiry. A reply that clearly responds to what the person asked is far more effective than a generic message.
Learn from your enquiries
When every enquiry records its source, you can see which pages, campaigns and referral sources actually bring in enquiries, and which products people ask about most. That shows you where to focus your content and advertising next.
Key takeaways
- Bring all enquiries into one CRM, with their source and consent status.
- Use a few clear stages, one owner per enquiry and follow-up reminders.
- Use enquiry sources to see which pages and campaigns work.