You’ve followed up with your prospect twice and still no answer?
Know that two times is not much.
80% of sales are closed between the 4th and 11th follow-up.
Yet, 48% of salespeople don’t follow up at all!
(Source: National Sale Executive Association)
You might feel like you’re being pushy or annoying.
But sales follow-up can be done with tact and class 😎
If done well, your follow-up can actually be welcomed by your prospect (yes, really).
So here are our 3 golden rules for successful sales follow-up.
Table of Contents:
- Send personalized value in your follow-ups
- Adopt a professional and confident attitude
- Follow up based on your prospect’s behavior
Send personalized value in your follow-ups
The worst thing would be to end up in the spam folder because your prospect is tired of sales emails. Stand out with relevant and personal follow-ups.
Instead of aggressive follow-ups that risk pushing your prospect away, opt for lead nurturing. The principle of lead nurturing is to give before you get—that means offering content with high added value.
Whether it’s an article, a document, a newsletter, or a white paper, the key is that it’s useful for your prospect. For example, send information on their challenge, industry news, or relevant updates.
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To make an impact, the secret is to personalize—show your prospect they’re not just another name in a CRM, but your ideal client.
Of course, you need to really know your prospect. In your discovery call, you asked about their goals, challenges, and upcoming key events. By listening carefully, you’ll identify which benefits of your solution are most relevant.
Beyond sales, you can show your commitment by following your prospect’s updates. If you spot good news about their company on social media, send a message of congratulations. This humanizes your interactions and builds trust.
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Adopt a professional and confident attitude
Never lose your patience! Even a hint of irritation could cost you the deal.
Always be friendly and make your prospect feel that it’s a pleasure to connect with them, even if they’re not your client yet. With a positive mindset, you subtly show that it’s enjoyable to work with you and your company.
To build trust, never show doubt that your offer is the right fit for your prospect. Be confident in the benefits of your solution and its ability to solve their problems.
When you follow up by phone or email, don’t “wing it.” Be professional and prepare a strong argument. What makes the difference is showing how your solution will solve their issues and improve their business once those problems are gone.
Only talk about the benefits that matter to them so they’ll be more and more tempted to say yes.
Follow up based on your prospect’s behavior
Finding the right balance between not too much and not too little is the art of following up. If you push too hard, you’ll be ignored. If you don’t push enough, you’ll be forgotten.
It’s about being persistent without coming across as forceful. Typically, an experienced salesperson will send 5 emails and 3 messages to get 3 calls that lead to a signature, while a beginner might send 3 timid emails for 2 calls that may go nowhere.
- Case 1: The prospect replies but takes a long time to decide.
Here, creating a sense of urgency is a classic way to move things forward. Are you hesitating because you’re afraid of bothering them? Thinking maybe they’re just busy? The truth is, it’s not about a lack of time—it’s about priorities.
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If your prospect is slow to reply, pay attention to which communication channels they seem to prefer and what times of day they respond. Try different approaches until you find the best combo.
Creating urgency doesn’t mean putting on pressure that could backfire—it’s often in the little things. For example, call your prospect twice in a row and leave a voicemail the second time; it already sends a sense of urgency.
- Case 2: The prospect has gone silent.
To get a response, maintain the connection without pushing. There are lots of reasons a prospect may be quiet.
The best approach is gentle, regular follow-ups—messages that say “I’m still here, I haven’t forgotten you.” Here, lead nurturing is great for recapturing your prospect’s attention.
Practically, it’s smart to send 3 to 5 emails over 35 to 40 days (adjust to your business and your prospect’s timeline).
- Case 3: The prospect really isn’t responding anymore.
It’s tough being left hanging. At this point, you can be direct and honest.
It’s probably not the right time for a deal, so be transparent and simply ask if they’re still interested. No impatience or frustration—just let them know you’d like to know: is it a timing issue or is the deal truly off the table?
And if it’s a “no,” it’s not the end of the world. The important thing is that you stay top of mind for when they’re ready. You’ve given them everything they need—now it’s time to let go and focus on other prospects.
20+ strategic questions to ask a prospect
To wrap up, if there’s only one rule for sales follow-up: always schedule your next meeting with your prospect. Don’t settle for a vague “let’s touch base later”—agree together on when “later” will be. Not only does this help you organize your follow-up plan, but it also involves the prospect in the buying process.
Now, it’s your turn!
