The Follow-Up Formula That Turns 'Maybe Later' Into 'Let's Do This'

Cold calling’s tough—closing’s tougher. But you want to know the REAL secret to turning those lukewarm “let me think about it” prospects into actual deals?

It’s all about the FOLLOW-UP. Most reps blow this, which is why their pipelines are full of ghosts and maybes.

Let’s break down the formula that WORKS:

Why Follow-Up MATTERS

• Only 2% of sales close on the first call. Read that again—2%.
• 80% close after 5+ follow-ups. That’s where the money is.
• Last month, my team closed 17 deals from old leads (3-5 weeks cold) because we refused to drop the ball on follow-up.

Persistence isn’t being pushy—it’s being PROFESSIONAL. You’re building trust. You’re showing you care.

Follow-Up Best Practices

1. Timing: Be Systematic—Not Annoying

• Wait 2 business days after your initial call. No same-day barrage.
• Second touch? 3-5 days later if no response.
• Third touch? Give it a week.
• After the third try, go quarterly—mark your CRM and set the reminder. Don’t forget. Don’t spam.

2. Messaging: Make Every Touch Count

• DON’T send “Just following up…” Stop it. Add VALUE.
• Mention a recent news article, something industry-related, or a quick tip. Keep your email to 3-4 lines MAX.
• Example: “Saw XYZ just rolled out that new compliance rule—are you seeing those changes hit yet? Here’s how we helped another finance VP handle it.”

3. Channel Mix: Don’t Rely on Just Calls

• Call + Email is the MINIMUM. Social (LinkedIn) bumps response by 15% in my experience.
• Drop a short LinkedIn message—no novels—after your second email.
• I get 2-3 replies per week from a simple, relevant LinkedIn DM.

Follow-Up Scripts & Templates

First Follow-Up (2 Days After Call)

Hey [Name],

Wanted to circle back on our last convo about [topic]. Saw a case study this week on [industry pain point]—let me know if you want a copy. Happy to help if you’re still considering options.

Best,

Second Follow-Up (5 Days In)

Hey [Name],

Quick note—noticed you’re [relevant company update/event]. I helped another [role] in your shoes get ahead of this last quarter. Worth a 10-min chat? If not, just say—no hard feelings.

LinkedIn DM

Hi [Name], saw your post about [topic]. That’s spot-on. If you need resources on [pain point], I’ve got a couple you might like. Let me know!

Track & Improve: The Tech

• Use your CRM RELIGIOUSLY. I like Salesloft and HubSpot.
• Log every touch. Set real reminders. If it’s not in your CRM, it didn’t happen.
• Review response rates every week. Try changing subject lines, time of day, or channel—see what moves the needle.
• Case in point: We boosted response from 7% to 18% just by sending second emails at 5:45pm instead of noon.

Bottom Line

Most sales get left on the cold follow-up floor—by lazy or forgetful reps. Don’t be that rep. Get SYSTEMATIC. Be RELEVANT. Add VALUE, every time.

Stay professional, persistent, and SHARP. Nurture those maybes into yesses.

You got this—now go FOLLOW-UP and CLOSE!