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Lead Follow-Up SOP

Objective: Effectively nurture leads and convert them into paying participants for EP’s coaching programs (TPC, TTC, TEC) through timely, relevant, and relationship-based outreach.

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🧭 1. OVERVIEW OF FOLLOW-UP STRATEGY

🎯 Primary Goal:

Encourage the lead to book a 30-minute consultation call with Han Ee.

🛠️ Core Tactics:

Share relevant program brochures (latest versions in English or Chinese).

Reference the next cohort start dates to create urgency and clarity.

Share coaching resources relevant to their interests.

Invite leads to upcoming events that match their interest areas.

For TTC-specific leads who have completed CHPT, invite them to continue with the practical TTC components.

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🗂️ 2. LEAD TYPES AND FOLLOW-UP ACTIONS

🧠 A. TPC Leads

Primary CTA: Book a consultation call with Han Ee Actions:

Send latest TPC brochure (English or Chinese depending on language preference).

Mention the next TPC cohort date (e.g. "Our next English and Chinese cohorts begin on 15 August 2025").

Briefly explain that TPC is an ICF-accredited program that trains coaches on foundational coaching skills and serves as a pathway for coaches pursuing the ICF ACC credential.

If replying to a prior interaction, optionally include: ➤ [Coaching Skills for Leaders – Quick Guide] ➤ Invite to any upcoming AMA/event relevant to foundational coaching.

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🤝 B. TTC Leads

Primary CTA: Book a consultation call with Han Ee Actions:

Send latest TTC brochure (English or Chinese).

Mention the next TTC cohort date (e.g. “Our next English and Chinese cohorts start mid-September 2025”).

Explain that TTC is an advanced program that equips experienced coaches and leaders with skills and strategies to coach high-performance teams, and that it is an accredited pathway to the ICF Advanced Certification in Team Coaching (ACTC).

If replying to a prior interaction or adding value: ➤ Share [Team Coaching Quick Guide] ➤ Invite to Observed Team Coaching Session (29 July)

If the lead has already completed CHPT, note that they can skip theory/e-learning and proceed directly to the practical TTC components.

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🧰 C. TEC Leads

Primary CTA: Book a consultation call with Han Ee Actions:

Share the link to the TEC program page.

Mention the next available TEC workshop date (if confirmed).

Emphasize that TEC is an IAC-accredited program that helps leaders and internal coaches apply coaching to real business contexts.

Share Team Coaching Quick Guide or Coaching Skills for Leaders Quick Guide if they’ve shown interest in team coaching or leadership development.

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🧭 D. General Leads / Event Leads / Contact Form

Primary CTA: Book a consultation call with Han Ee Actions:

Reference how EP might support their development goals based on the context.

Suggest possible programs based on their role and interest (e.g. TPC for new coaches, TTC for experienced ones, TEC for leaders/internal coaches).

Offer a complimentary call with Han Ee to clarify needs and recommend a path.

Optional: Share a recently hosted webinar recording or invite them to the next public AMA.

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⏳ 3. TIMING & FOLLOW-UP SCHEDULE

Follow-up Schedule

Follow-up Schedule

Action

Timeframe

First follow-up email

Within 24 hours of receiving lead info or event

First reminder (if no response)

5–7 days after first email

Second reminder

7 days after first reminder

Check-in before upcoming cohort starts

2–3 weeks before cohort start (if lead still hasn’t converted)

Event-based follow-up

1–2 days after the event

There are no rows in this table

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💡 4. EMAIL TEMPLATE COMPONENTS

Each email should include:

Personal greeting (use name and reference interaction, if applicable)

Short, friendly intro (“I’m reaching out as part of the Emerge Performance team after you…”)

Clear program benefit or CTA (e.g. “We’d love to invite you to a 30-minute call with our founder and head faculty, Han Ee, to talk about your goals and questions.”)

Direct links: ➤ Booking link for call with Han Ee ➤ Brochure or program page link ➤ Any resource or event invite

Friendly sign-off (e.g. “Hope to hear from you soon!”)

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✅ 5. BEST PRACTICES CHECKLIST

Speed matters; follow up promptly with leads to show that we value their interest in EP.

Always personalize the email (use name, reference interest area or previous event).

Confirm you’re sending the correct brochure version (English or Chinese, latest cohort).

Double check that all links are working before sending.

Use a clear and friendly tone, aligned with EP's brand voice.

Use the lead tracker to log follow-ups, responses, and outcomes.

If unsure which program fits a lead, always default to inviting a consult call with Han Ee.

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📆 6. MONTHLY MAINTENANCE

At the start of each month, review the lead tracker for:

Cold leads who haven’t responded → consider a re-engagement campaign.

Past leads who were interested in “future cohorts” → check if now is the right time to re-contact.

New leads from the past month → ensure first outreach has been made.

Sync with the marketing team on any new events or promotions to mention in follow-up emails.

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