More times than not, sales don’t happen on the first interaction. Instead, is the follow up that seals the deal. But many salespeople either give up too soon or they come across as too aggressive. However, effective follow up is about maintaining momentum, keeping prospect engaged, and adding value to their lives that solve their problems.
Studies show that roughly 80% of sales require at least five follow ups before a customer commits. However, most salespeople give up at one or two attempts. What this means is that sales re often lost not because the customer wasn’t interested, but because the salesperson didn’t stay engaged long enough. Customers rarely make instant decisions to buy, especially for high-value purchases. They need time to evaluate, discuss with friends or family, and compare alternatives and if you’re not following up, you’re letting them slip away.
One of the biggest mistakes in the follow up is either reaching out too soon or waiting too long. With the right timing however, it keeps you relevant without overwhelming the prospect. Studies have shown that the first follow should be within 24-48 hours after the first conversation. This significantly increases your chances of closing the deal. After this, you want to wait a few days before reaching out for the 2nd follow up and then wait one week after the 2nd follow up before sending the 3rd follow up.
When you send a follow up, the last thing you want to do is sound desperate for a sale. When you send a follow up, you can to reinforce your value and keep the conversation engaging. You want to educate them while not harassing them, personalizing your messages, and ask engaging questions.
Finally, successful follow up isn’t about pressuring people into buying but instead it’s about nurturing relationships and proving your value to them over time. When you follow up with a purpose, add value as every step, and stay patient, you’ll find that closing sales becomes a natural byproduct of great relationship building.
RMcIlwain
I agree! Follow-ups are key, with most sales happening after five or more attempts. Timing matters—reaching out within 24–48 hours keeps you top of mind without being pushy. Plus, adding value with each follow-up builds trust. It’s all about relationships, not pressure.