Following up is one of the most important parts of the sales process, yet it is often misunderstood. Many sales professionals fear being perceived as pushy, which can lead to either excessive follow-ups or no follow-ups at all.
If your message is simply "checking in" or "following up," you are asking the prospect to do work for you. To achieve different results, you must change your intent.
The truth is this: effective follow-up is not about pressure; it is about clarity, value, and emotional intelligence.
Prospects are often busy and distracted, juggling multiple priorities. A lack of response typically relates to timing rather than rejection. Sales professionals who approach follow-ups with empathy and intention stand out for the right reasons.
3 Ways to Follow Up Effectively (and Zero Guilt):
- Provide Value, Not Pressure: Rather than asking if they’ve read your proposal, send them a relevant industry insight or a case study. Aim to make your email the most valuable item in their inbox that morning.
- The "Human" Channel: If email isn't working, try a quick, 20-second video or voice note via WhatsApp or LinkedIn. Using a human voice is often more engaging than just a block of text, and it demonstrates a personal effort that helps build trust.
- The "Respectful Exit": If you’ve attempted contact a few times without receiving a response, offer them a gracious exit. Let them know you will pause your attempts to connect for now, but you are available when it is more convenient for them. This approach can increase the likelihood that they will contact you later by leaving the door open for future communication.
The goal isn't to "close the deal" today; it's to be the most helpful person they speak to this week.
Emotionally intelligent follow-up also means knowing when to pause. Respectful persistence builds trust, while relentless chasing diminishes it. Sales professionals who strike this balance are more likely to create long-term relationships and deliver consistent results.
Following up well is not a personality trait; it is a skill that can be learned. When supported by the right training and coaching, it enhances confidence, response rates, and sales performance.
I’ve created a comprehensive guide on the timing and frequency you should follow to remain memorable without being intrusive.
