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About a week ago I shared a tweet on my thoughts about following-up as a sales rep. Here’s what it said:
As a sales rep, both of these situations are wins.
One keeps the conversation moving. The other gives you clarity and allows you to spend your time somewhere else.
Following up isn't the problem. The way most people follow up is.
Every Follow-Up Should Move the Conversation Forward
I think this is one of the biggest mistakes reps make.
They follow up... but they don't actually move the conversation forward.
Typically the messages look something like this:
- “Hey Mark, just checking in.”
- “Any updates?”
- “Wanted to follow up on my last email.”
Think about it from your prospect's perspective for a second.
When you send an email that just says, “Hey Mark, just checking in” you're putting all of the work back onto them.
They have to remember your last conversation, think about where things left off, figure out if anything has changed, and then decide if they want to respond.
That's backwards.
As sales reps, our job is to remove friction from the buying process, not add more of it.
Every email, phone call, meeting, and follow-up should make it easier for someone to buy... not create more work for them.
Instead of asking for an update, come back with context. Reference something they mentioned on your last call. Send over the resource you promised. Share something that actually helps them.
Give them a reason to respond.
For example… instead of sending:
"Hey Mark, just checking in. Any updates?"
Try something more like:
"Hey Mark - during our last conversation you mentioned your team was evaluating solutions before Q4 planning.
I came across this customer story that reminded me of what we discussed and thought it'd be relevant.
Curious if this is still something your team is working through?"
The first example asks your prospect to do the work.
The second example reminds them of the context, provides something useful, and gives them a reason to respond.
Every follow-up should move the conversation forward, not just remind someone that you're still waiting.
Do What You Said You Were Going To Do
This is another thing that sounds incredibly simple... but it's amazes me on how often it gets overlooked.
- If you told someone you were going to send pricing, send pricing.
- If you said you'd introduce them to your Solutions Engineer, make the introduction.
Those little moments matter more than people think.
Every time you follow through on something you promised, you're showing your prospect that you're reliable and that you do what you said you were going to do.
That's how trust gets built.
One thing I always try to remind myself of is:
Be relatable on the phone and professional in paperwork.
Trust isn't built from one great demo or one perfect discovery call.
It's built from consistently following through on the little things.
Because at the end of the day… no trust = no deal.
Know When It’s Time to Move On
Following up is one of the most important things you can do in sales.
However… following-up forever isn't. At some point, you've done everything you can.
You've followed through on your commitments. Added value. Shared resources. Tried different channels. Made it easy for them to continue the conversation.
If the prospect still isn’t gettin back to you... then you need to know when it is time to move on.
That doesn't necessarily mean the opportunity is gone forever. Maybe the timing just isn't right. Maybe priorities changed. Maybe they simply don't have a problem worth solving today.
Protect your time. Protect your calendar.
You can always run a re-engage campaign in a quarter or six months from now if it makes sense.
Naturally, following up isn't what annoys people… most folks actually appreciate it.
It’s when it is done without a purpose & comes off a pestering, is when it is annoying.
Every interaction should move the conversation forward. It should provide context, add value, or make it easier for your prospect to take the next step.
That's the job.
Not to remind people that you're still waiting - but to consistently remove friction from the buying process.
Do that well, and you'll find that your follow-ups stop feeling like interruptions and start feeling like progress.
Until next week.
– Rook ♜
ps… Want me cover a certain topic? Let me know, I reply to ALL messages.