Key Takeaways
- The fortune is in the follow-up—most sales happen after 5+ touches
- Follow-up is not nagging—it's service
- Add value with every touch, don't just "check in"
Why Follow-Up Matters
"80% of sales require 5+ follow-ups. 44% of salespeople give up after one."
Most advisors follow up once, maybe twice, then move on. But the data is clear: persistence wins—when done right.
The Follow-Up Mindset
Wrong mindset: "I don't want to bother them" Right mindset: "I'm making sure they don't miss out on help they need"
If you genuinely believe you can help someone, following up isn't pushy—it's caring.
The 80/20 Rule of Follow-Up
| 80% of Touches | 20% of Touches |
|---|---|
| Provide value | Make an ask |
| Share insights | Request a meeting |
| Be helpful | Follow up on action items |
| Stay top of mind | Push for decision |
Most advisors invert this ratio. They "check in" (ask) without providing value. That's nagging.
Value-Add Follow-Up Ideas
| Touch | Example |
|---|---|
| Share relevant article | "Saw this and thought of our conversation about..." |
| Forward market insight | "Given what you mentioned about your retirement timeline..." |
| Introduce a connection | "I thought you might want to meet..." |
| Congratulate achievement | "Saw your promotion—congrats!" |
| Share client success story | "Had a client in a similar situation who..." |
| Event invitation | "We're hosting a seminar on [topic] you mentioned..." |
Follow-Up Cadence
After a first meeting with no decision:
| Day | Action |
|---|---|
| Day 1 | Thank you email, recap key points |
| Day 3-5 | Share something valuable related to their concerns |
| Day 7-10 | Check in on any questions, propose next step |
| Day 14 | Value touch (article, insight, update) |
| Day 21 | Gentle ask: "Have you had time to think things over?" |
| Day 30+ | Move to monthly value touches |
"Just Checking In" is Lazy
Never say:
- "Just checking in..."
- "Just following up..."
- "Wanted to touch base..."
These phrases add no value and signal you have nothing to say.
Instead:
- "I was thinking about what you said about X, and..."
- "I came across something relevant to your situation..."
- "I had an idea about the concern you raised..."
When to Stop
At some point, following up becomes wasted effort. Signs to move on:
| Signal | Meaning |
|---|---|
| Explicit "not interested" | Respect it, thank them |
| No response to 5+ touches | They're telling you with silence |
| Situation has changed | They've gone another direction |
| Repeated rescheduling | Not a priority for them |
Graceful exit: "I want to respect your time. I'll stop reaching out, but if your situation changes, I'd love to hear from you."
This leaves the door open while ending the pursuit.
The Post-Meeting Follow-Up
A prospect you met with a week ago
Setup
You had a great first meeting with a prospect last week. They said they'd review the materials and get back to you. It's been 7 days and you haven't heard anything.
Client says:
“*You're crafting your follow-up communication. The AI will respond as the prospect once you've reached out.*”
Practice Objectives
- 1Craft a follow-up message that adds value
- 2Reference something specific from your meeting
- 3Don't just "check in"—have a reason to reach out
- 4Include a soft ask for next steps
- 5Keep it brief and respectful of their time
The Ghost
A prospect who stopped responding
Setup
A prospect was very engaged for two meetings, then went silent. Your last three messages have gotten no response. You need to decide: try again or let go?
Client says:
“*After your final outreach attempt* Oh, hey. Sorry I've been MIA. Things got crazy at work. And honestly, I just wasn't sure what to say. I'm still not ready to make a decision. I know that's frustrating.”
Practice Objectives
- 1Don't express frustration (even though you feel it)
- 2Get curious about what's really going on
- 3Determine if there's still potential here
- 4Either revive the conversation or gracefully close it
- 5Leave the door open either way
The Long Game
A prospect who said "not now" but might be ready later
Setup
Six months ago, a prospect said they weren't ready but to check back later. You've stayed in touch with occasional value touches. Now you want to restart the conversation.
Client says:
“*Responding to your re-engagement message* Hey! Good to hear from you. Yeah, I remember our conversations. My situation is a little different now actually. Things have settled down and I've been thinking I probably should get back to this. What did you have in mind?”
Practice Objectives
- 1Acknowledge the time that's passed naturally
- 2Get curious about what's changed in their situation
- 3Don't assume—re-discover their current needs
- 4Transition toward scheduling a new conversation
- 5Treat this as a warm restart, not a cold restart
What's the best approach to follow-up after a meeting?