Many deals are won in the follow-up. People are busy and might not respond to the first outreach, so don’t be discouraged. Here’s how to follow up without feeling like you’re pestering:
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Be politely persistent: Industry stats show 80% of sales require at least five follow-ups to close, yet almost half of sales reps give up after just one attempt. So, if you don’t hear back, it’s perfectly normal (and often necessary) to reach out several more times. You’re actually in the elite 8% of reps if you keep following up consistently.
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Use multiple channels: If you emailed first, your follow-up might be a phone call or even a LinkedIn message. A multi-channel approach can increase your chances of connecting.
For example, after an email, you might call and say, “I sent you an email and wanted to make sure you saw it.” Sometimes a quick voicemail or a LinkedIn note after an email can nudge a response. -
Spacing matters: Don’t spam a lead daily. A good rule of thumb is to wait a few days between follow-ups. One recommended cadence is something like 3 days after the first email, then 7 days after that, then 10 days, etc., over a few weeks
This gives them breathing room but keeps the conversation on their radar. -
Always provide value in the follow-up: Each touch should offer something useful or new. For example, your follow-up email could include a quick tip or relevant info: “Hey, I thought you might enjoy our short guide on choosing low-maintenance office plants – attaching it here!” or “By the way, did you know plants can absorb noise and help with office acoustics?
Just one more reason they’re popular in open offices.” This way, you’re not just saying “checking in” – you’re giving them a reason to engage. -
Stay positive and friendly: Your tone should remain upbeat. If you spoke before, reference the prior conversation: “Following up on our chat last week – you mentioned possibly refreshing the lobby decor, and I have a neat idea for that.” Show them you remember their needs.
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Know when to back off: If after, say, 5-6 attempts there’s still radio silence, it’s okay to send a final polite note like, “I realize now might not be the right time. I’m here if you ever need help making your space greener. In the meantime, best of luck!” This leaves the door open without hard feelings. You can always circle back in a few months if appropriate.
Follow-Up Checklist: Before you consider a lead “cold,” make sure you have:
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Reached out in at least 2 different ways (e.g. email + call).
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Made 5-7 contact attempts over a few weeks
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Shared new info or value each time (not just “following up” repeatedly).
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Checked that you have the right contact info (if never a single reply, maybe the email or number was wrong – double check or find an alternate contact if possible).
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Logged each attempt in our CRM for record-keeping and to avoid redundancy.
Consistent, thoughtful follow-up shows leads that we’re attentive and genuinely believe in our service. Many clients will appreciate the gentle persistence – it often takes several touches before they have time to respond. By following these practices, you’ll strike the right balance between being persistent and being respectful.