Follow up is essential for building trust and relationships with prospects that can evolve into sales. The document discusses how the Lead Simplified tool helps users follow up effectively through features like follow up alerts, enquiry process history, lead scoring, and a calendar to track follow ups. It emphasizes that consistent follow ups are important for converting 60% of sales from long term prospects and notes that 70% of leads are lost due to a lack of follow ups according to Gartner reports.