I’ve had a successful career of professional selling, and there is one reason above all others. I wish that reason was something cool like charisma or brilliance. Nope, the primary reason for my success is because I’ve mastered the craft of following up.
Follow-up is a nebulous term, so I thought I’d provide some best practices for your follow-up routine.
- Plan it before you need it. Don’t wait until after a meeting to figure out what’s next. Think ahead - will you send an article, set a reminder to call, or schedule a quick check-in? Bundling helps too. For example, make a batch of calls in the morning and then block off time right after to send follow-up emails.
- Make sure it actually happens. We all have good intentions, but without a system, follow-up slips through the cracks. Whether you love sticky notes, task apps, or CRM’s, the tool doesn’t matter. What matters is sticking to habits that keep you consistent. Ensure that your system works through the sales calls into a debrief and then into a task repository.
- Ask how to follow-up. This one’s simple but powerful. Instead of guessing, just ask: “What’s the best way to connect with you?” or “When’s a good time to follow up?” People appreciate the respect—and you’ll save yourself from being that salesperson who shows up at the wrong time or constantly emails someone who prefers texting.
- Debrief like a pro. After a call or meeting, send a quick recap. List the action items, who’s handling what, and when the next step is happening. Not only does it keep everyone on the same page, but it also shows you’re organized and serious about moving things forward.
- Get a little creative. The standard “just checking in” email is forgettable. Instead, remind people of their own timeline (“Can you believe it’s already been 60 days?”), resend useful documents, or even send something small and personal if it makes sense. I love mailing things. Take it a step further by snapping a photo of a package and text the photo to them letting them know to be on the lookout.
- Know when to close the loop. If you’ve followed up several times and still get radio silence, it’s okay to send a polite “breakup email.” Something along the lines of, “If now’s not the right time, I’ll check back later.” Ironically, this often gets people to finally reply.
Bottom line: great follow-up isn’t about pestering, it’s about showing you’re reliable, thoughtful, and worth talking to. Do it right, and your follow-up becomes the reason people remember you … or the primary reason for your success!
