How many follow-ups does it take to close a deal?

More than one, and probably more than you'd guess. There's a hard number floating around for this, and I can't hand you a real study behind it, so I'm leaving it out. What I know is that if you stop after one or two tries, you're walking away while the deal's still open and handing it to whoever keeps going. Follow up until you get a yes or a clear no.

How soon should I follow up after a sales meeting?

Within 24 hours. Send an email thanking the client for their time and summarizing what you talked about. That keeps the conversation fresh and shows you're prompt and organized. From there, space the next ones out, maybe three days after that first email, then a week later, and so on.

How do I follow up without feeling pushy?

Reframe it. You're being persistent and helpful, and each follow-up is a chance to offer value. Bring something useful every time, like a relevant article or case study, or a question about concerns you didn't cover yet. When you see follow-up as a service, it's a lot easier to reach out with confidence.

What should I do when a client stops responding?

Change your approach. Send a specific question or a useful piece of content to keep things fresh. If you still hear nothing after several tries, send one last polite note saying you're here whenever they're ready to move forward. It gives them an easy out, reminds them you're available, and can prompt a reply.

closing · follow-up ·Oct 14, 2024

Why Follow-Up Is Crucial for Closing Deals

by Drewbie Wilson

In sales, the initial pitch is just the beginning. The real work often begins after that first conversation, during the follow-up. Many sales professionals underestimate the importance of follow-up, assuming that if a client is interested, they’ll reach out. But most deals close somewhere in the follow-up, after that first conversation. Following up is a key step in the sales process that can make the difference between a missed opportunity and a closed deal.

If you're already sold and just need the plan, I've laid it out in how to create a follow-up system that works, and how many times to follow up with a lead gets its own post.

The Reality of Sales: Why Follow-Up Matters

It’s easy to assume that clients will make a decision quickly after hearing your pitch, but the reality is often different. Clients are busy, they have competing priorities, and sometimes they need more time or information before making a decision. That’s where follow-up comes in.

Key Takeaways

Plan on several touches after the first meeting before you expect a yes. A first-call close is a bonus!
Plenty of reps send one follow-up and move on. Keep going and you're the one still in the conversation when they're ready to buy.
Send a thank-you and a summary within 24 hours of the first meeting, then follow up again about three days later and a week after that.
Every follow-up should bring something useful: a question about concerns you didn't cover, a relevant case study, or a quick recap.
When a client goes quiet, switch it up with a specific question or useful content, and track everything in a CRM so no lead falls through the cracks.

Following up shows your commitment and persistence. It keeps you top of mind for the client and allows you to address any lingering concerns or questions they may have. Without consistent follow-up, even the most promising leads can slip through the cracks.

What About the Follow-Up Stats?

You've probably seen a follow-up stat on someone's slide deck. I can't point you to a study you can read behind the famous ones, so I won't hand them to you as fact. If you want to see where they started, I broke down the sales follow-up statistics you can actually source.

My own daily standard is 100/10/2: 100 attempts, 10 serious conversations, 2 closes. Most of the people on that list aren't ready the day you call... your follow-up is how you're still around when they are.

So if you quit early, you're walking away from the deals that were going to close later. KEEP FOLLOWING UP!

How Follow-Up Builds Relationships

Follow-up is a relationship-building tool. Each follow-up is an opportunity to strengthen your connection with the client, build trust, and show that you’re genuinely interested in helping them succeed.

1. Demonstrating Commitment

Example: After your initial pitch, send a follow-up email summarizing the key points discussed and expressing your eagerness to assist further: “I wanted to follow up on our conversation and see if you had any additional questions. I’m committed to helping you find the best solution.”
Why it works: This shows you’re interested in building a lasting relationship.

2. Addressing Unspoken Concerns

Example: “I’ve been thinking about our conversation and wanted to check if there are any concerns we didn’t cover that you’d like to discuss?”
Why it works: This follow-up invites the client to share any hesitations they might have, giving you a chance to address them and move the deal forward.

3. Providing Additional Value

Example: Follow up with a relevant article, case study, or whitepaper that relates to your client’s industry: “I came across this case study and thought it might be useful for you as we continue our discussions.”
Why it works: Offering value in your follow-ups makes you a helpful resource, and that makes the client more likely to engage with you.

Timing Your Follow-Ups: When and How Often

Timing matters in follow-up. You want to stay top of mind without becoming a nuisance. Here’s a general guideline for effective follow-up timing:

1. Immediate Follow-Up

Example: Send a follow-up email within 24 hours of your initial meeting to thank the client for their time and summarize the discussion.
Why it works: This keeps the conversation fresh and shows that you’re prompt and organized.

2. Strategic Follow-Ups

Example: Schedule follow-ups at key intervals—perhaps three days after your initial email, then one week later, and so on.
Why it works: Strategic follow-ups ensure that you remain on the client’s radar without overwhelming them.

3. Final Attempt

Example: If you haven’t heard back after several follow-ups, send a polite message: “I just wanted to check in one last time to see if there’s anything more I can do to assist you. I’m here whenever you’re ready to move forward.”
Why it works: This approach gives the client an easy out while also reminding them that you’re available when they’re ready, which can prompt a response.

Overcoming Common Follow-Up Challenges

Following up isn’t always easy. Clients might not respond right away, and it’s easy to feel discouraged. But getting past these challenges is key to follow-up success.

1. Fear of Being Pushy

Solution: Reframe your mindset: you’re being persistent and helpful. Each follow-up is a chance to offer value.
Why it works: When you view follow-ups as a service, it’s easier to approach them confidently.

2. Dealing with Silence

Solution: If a client doesn’t respond after several follow-ups, try changing your approach. Send a specific question or a useful piece of content.
Why it works: This variation in follow-up keeps things fresh and might prompt a response where previous attempts have failed.

3. Managing Multiple Follow-Ups

Solution: Use a CRM or a follow-up scheduling tool to manage your follow-ups so no lead falls through the cracks.
Why it works: Staying organized with your follow-ups prevents missed opportunities and ensures you’re following up at the right times.

Coworkers leaning over a meeting table stacking a tower of wooden blocks

The Long-Term Impact of Consistent Follow-Up

Consistent follow-up helps you close deals and builds your reputation as a reliable, dedicated professional. Clients are more likely to refer you to others, remember you for future needs, and choose you over competitors who don’t put in the same effort.

Increased Conversion Rates: Regular follow-up increases your chances of closing a deal.
Stronger Client Relationships: Clients appreciate when you follow up, because it shows you’re committed to their success.
Greater Referrals: Satisfied clients who’ve experienced your persistent follow-up are more likely to refer you to others.

Don’t Let Leads Slip Away—Follow Up

Following up is the key to converting leads into clients. Get good at it and you’ll close more deals and keep your hard-earned leads from slipping away.

Ready to step up your follow-up game? My book, Call The Damn Leads, offers more strategies to help you stay on top of your sales process and close more deals. Visit CallTheDamnLeads.com to grab your copy and explore additional resources designed to help you crush your sales targets.