The Power of Follow-Up
Just like milk and bread, in the modern business world, leads have an expiry date. Leave them sitting too long, and they’ll go cold—possibly forever. If you’re struggling to convert leads into paying customers, the issue sometimes isn’t your product or service. It’s actually your follow-up.
Why? Many people don’t always buy just because you have a great offer. They buy because they trust you, feel valued, and see a solution to their problem. As they say, Rome wasn’t built in a day; likewise, trust isn’t built in a single interaction—it’s nurtured over time. An effective follow-up strategy is how you stay on their radar, build credibility, and ultimately close more sales.
How to Follow Up the Right Way
Many businesses focus on generating leads but fail to nurture them. Research shows that 80% of sales need at least five follow-ups, yet 44% of salespeople give up after one. That’s a lot of potential revenue slipping away.
Customers are busy. Even when they’re engaged with your product, life gets in the way. An efficient follow-up strategy keeps your business relevant and increases lead conversion. Here’s how to do it right:
The Biggest Follow-Up Mistakes (And How to Fix Them)
Before diving into solutions, let’s talk about common pitfalls:
- Taking Too Long to Respond – If you’re waiting days to get back to a lead, they’ve probably moved on.
- Giving Up Too Soon – One email and silence? That doesn’t mean they’re not interested.
- Being Too Pushy – Follow-ups should add value, not annoy people.
- Using Only One Channel – Not everyone checks emails daily. Mix it up.
What to Do: Your Follow-Up Strategy
- Respond Fast (Like, Really Fast)
Speed is everything. Research shows that responding within five minutes can increase conversions by 400%. Set up an automated response to acknowledge leads instantly, then follow up personally.
- Have a Game Plan
Winging it won’t cut it. Map out a structured follow-up sequence/cadence. Here’s an example:
- Day 1 – Quick email or phone call.
- Day 3 – Follow up with extra value (a tip, insight or offer).
- Day 7 – Try another channel (SMS or LinkedIn message).
- Day 14 – Send a case study or testimonial.
- Day 21 – One final check-in before moving on.
- Day 28 – Add them to your email distribution list and stay in touch! They may not be interested today, but who says they won’t be interested tomorrow.
- Personalise Everything
A bland “Just checking in” email won’t cut it. Show that you remember their needs. Try something like:
Hey [Name],
You mentioned struggling with [pain point]. Here’s something that might help…
- Mix Up Your Approach
If emails aren’t working, try a call. If that fails, send a LinkedIn message or SMS. Some people prefer one method over another, so don’t rely on just one.
- Add Value, Always
Every follow-up should have a purpose. Share a useful resource, industry insight or special offer. Make it worth their time to engage with you.
- Know When to Let Go
Persistence is great, but there’s a fine line between follow-up and spam. If they’re not engaging after multiple attempts, move on. Let them know they can reach out anytime and keep them in your email list for future updates.
What You Need: Automate Without Losing the Personal Touch
Automation helps keep things consistent, but don’t make it robotic. Use tools that allow personalisation so your messages still feel human. A CRM can help track interactions and remind you when to follow up.
The Bottom Line
Closing more sales isn’t about chasing more leads—it’s about managing them better. A strong follow-up strategy keeps your business top of mind and maximises conversions.
So, if your sales aren’t where you want them to be, ask yourself: Are you following up enough? If not, now’s the time to fix it.
