A lot of salespeople think if a customer doesn’t buy right away, it’s over. That’s not true. Most sales happen after multiple touchpoints, not just one conversation. If you’re not following up, you’re missing out on deals you could have closed.
People are busy, distracted, and hesitant to make quick decisions. Just because they didn’t buy today doesn’t mean they won’t buy later. Following up keeps you on their radar and reminds them why they were interested in the first place. It also builds trust. If they see you’re consistent and genuinely trying to help, they’re more likely to do business with you.
The trick is making your follow-ups valuable. Don’t just send a generic, “Are you ready to buy?” message. Instead, share something useful—maybe a case study, a quick tip, or a new way your product can solve their problem. Give them a reason to keep talking to you. Show them that you’re not just after the sale but truly invested in their success.
Timing is important. Following up too soon can feel pushy, but waiting too long can make them forget about you. A good rule of thumb is to check in a couple of days after your first conversation, then space out follow-ups based on their level of interest. If they say they need time, respect that, but don’t let them forget you. Consistency is key, and staying on their radar without being overbearing keeps you in the game.
Be persistent, but don’t be annoying. Many sales happen after the fifth or sixth follow-up, so don’t assume a no means never. Stay consistent, keep it helpful, and don’t give up too early. The sale isn’t over until you’ve given it everything you’ve got. Sometimes, all it takes is one more check-in to close the deal.
SchrieberBE23 
FrenchJA21 
andersonsa22