Mastering the Sales Follow-Up: 10 Tips and Templates for Success

In sales, a well-executed follow-up is a game-changer. It’s more than a simple check-in — it's a strategic move that can transform cold leads into paying customers. Crafting a thoughtful follow-up is the key to building relationships, booking the next appointment, addressing concerns, and sealing the deal. 

Whether you're a seasoned professional or a newcomer to outreach, we'll cover everything you need to ensure follow-up success, providing tips and templates for 10 common scenarios where a sales follow-up is necessary.

What is a follow-up in sales?

In sales, a follow-up refers to the communication with a potential customer after the initial contact. It's an important step in the sales process, where the salesperson seeks to nurture the relationship and guide the prospect toward a purchase decision. 

Follow-ups can take various forms, including emails, phone calls, or meetings, and are used to maintain engagement, provide additional information, and ultimately close a deal. The goal is to stay top-of-mind with the prospect and offer the support necessary to move them through the sales funnel.

Sales follow-up tips and techniques

A successful sales follow-up isn’t just about reiterating the pitch but about building a relationship that resonates with the prospect. This makes them more likely to trust your expertise and ultimately choose your product or service over competitors. Check out some of these top tips and techniques every sales rep can use to improve their sales follow-ups.

Be quick to reply

Did you know? Following up within the first minute of them contacting you boosts lead conversion rates by nearly 400%.

In the world of sales, responding quickly to follow-ups is critical. The speed with which you respond can often be the difference between landing a client and passing up an opportunity. By showing their dedication to meeting client demands, responsive businesses develop trust and rapport with potential clients. 

Use the right sales cadence

Did you know? Within two to four weeks, high-growth firms report an average of 16 touchpoints per prospect.

Using the right sales cadence is essential for effective sales follow-ups because it ensures an organized and targeted approach to client communication. A well-thought-out cadence strikes the perfect balance of persistence and consideration for the prospect's preferences, resulting in higher response and conversion rates.

For example, your cadence might include a phone call, a personalized follow-up email, and possibly a LinkedIn connection request. You can increase your chances of getting a response and nurturing the lead to a successful finish by spacing out these touchpoints and customizing them to the prospect's behavior and preferences. 

This strategy not only demonstrates professionalism but also improves the chances of developing a positive, long-term client connection. Check out our guide on how to build a winning sales cadence to learn more.

Personalize your communication

Did you know? 72% of customers will only respond to personalized messaging.

As a prospect, there’s nothing less appealing than receiving follow-up emails that are obviously automated scripts filled with generic messaging. People value authentic interactions, and personalization allows you to build the trust and rapport necessary for successful sales relationships.

The ability to connect with your customers and clients on a personal level sets you apart and increases your chances of closing deals. This goes beyond just using their name — think about the conversations you had in the initial meeting, whether it be challenges their company is facing or the ball game they planned to attend that upcoming weekend. Use those details to tailor your messaging.

Stay consistent

Did you know? 60% of customers say no at least four times before ever saying yes.

Another major rule in sales: Consistency is key. By staying consistent in your outreach, you demonstrate commitment to potential clients, making them more likely to take your proposals seriously. Many salespeople get their fair share of nos and ghosted emails — almost half of them never make a single follow-up attempt.

Don’t be like other salespeople. Step in, nurture relationships, and ultimately win clients who might have been overlooked by less consistent competitors. You should aim to send at least five follow-ups to your prospects. 

Know the right channels

Did you know? Sales development reps who use three or more touchpoints have a 28% greater MQL to SQL conversion rate than those who simply make a phone call or send an email.

Choose the right channels for your sales follow-ups by ensuring your communication fits your prospects' preferences. Different people favor different platforms — some prefer emails, while others prefer phone calls or text messages.

If you’re just starting, consider A/B testing to understand your target audience's preferences. If you already have a customer base, try using feedback forms or surveys to gain insight into their communication preferences.

Add value to each follow-up

Did you know? 74% of buyers choose the first business to add value.

Successful salespeople focus on the lead rather than the product, concentrating on engagement and providing value in each follow-up. Instead of pushing for immediate conversion, aim for smaller steps such as downloading a guide or case study to gradually nurture the lead's interest. 

In B2C industries, enticing follow-up emails with special offers or limited-time discounts can motivate leads to make a purchase, leveraging the appeal of a good deal to drive conversions.

10 sales follow-up examples and templates

Sales follow-ups are crucial for maintaining and nurturing relationships with potential customers and increasing the chances of closing a deal. Here are 10 scenarios where you should consider implementing a sales follow-up.

1. After the first phone call or meeting

Send a follow-up email shortly after the first phone call to express your interest and willingness to assist. In your follow-up, make sure you thank them for their time, recap your discussion, and include a clear call to action. 

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Hi [First Name],

Thank you for taking the time to speak with me today about [topic of discussion]. It was great to learn more about your needs and goals in this area.

Based on our conversation, my key takeaways were:

• [Brief takeaway]
• [Brief takeaway]
• [Brief takeaway]

At [Company Name], we can help you solve these pain points by [briefly explain how you can help]. Our team has extensive experience in [industry], and our strategies are proven to drive results. 

To further discuss how we can help you reach your goals, [call to action]. Please let me know when you’re available so we can get started.

Thank you for your time, and I look forward to hearing from you.

Best,

[Your Name]

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2. Post-demo or presentation

Following up with your leads after a product demo or presentation is an important step to address any questions or concerns. Not only does this demonstrate your commitment but it also creates an opportunity to give leads additional information. This personalized approach fosters trust and allows you to gauge their interest, tailoring communication to move them closer to a decision.

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Hi [First Name],

It was a pleasure presenting [product/service] to you during our recent [demo/webinar/presentation]. 

I wanted to follow up and see if any questions or concerns have surfaced since our discussion. Our team is here to provide any additional information or clarification you may need. 

I also wanted to give you some more information about [product/service]:

• [Resource] - [brief resource description]
• [Resource] - [brief resource description]

Thank you again for your time, and I look forward to hearing from you soon.

Best,

[Your Name]

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3. After sending a proposal

After submitting a proposal, initiating a thoughtful follow-up is crucial for clarity and addressing concerns. Express appreciation for their consideration, ask about their thoughts of the proposal, and encourage questions. 

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Hi [First Name],

I hope this email finds you well. I wanted to follow up regarding the proposal I sent over [timeframe]. I'm available to answer any questions or concerns and provide additional information, if necessary.

I'd love to schedule a brief call to discuss the proposal in more detail. Please let me know a time that suits you.

Thank you for taking the time to consider [Your Company]. I look forward to the possibility of working together.

Best regards,

[Your Name]

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4. After a missed appointment

If a prospect misses an appointment, extend a considerate follow-up to reschedule, emphasizing your commitment to their needs. Acknowledge the missed meeting without placing blame, express understanding of scheduling challenges, and inquire about a convenient time for another appointment. This approach showcases your flexibility, professionalism, and dedication to providing a seamless and tailored experience.

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Hi [First Name],

I hope this email finds you well. I noticed we missed our scheduled meeting, and I understand life gets busy. No worries!

I'm genuinely interested in our discussion and would love to find a time that suits you better. Could we reschedule at your convenience? Your insights are crucial, and I want to ensure our conversation aligns with your schedule.

Looking forward to connecting soon!

Best regards,

[Your Name]

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5. Post-networking event

Following a networking event, it's essential to maintain momentum by sending a thoughtful follow-up to the prospects you connected with. Reference specific points from your conversation to personalize the message and reinforce the connection made during the event.

Make sure you express your interest in continuing the conversation and exploring potential ways to collaborate or support each other's endeavors. This proactive approach not only solidifies the initial connection but also sets the stage for future engagement and potential business opportunities.

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Hi [First Name],

It was great meeting you at [event]! I enjoyed our conversation about [specific topic]. Your insights on [mention something specific you discussed] were truly valuable.

I appreciate the opportunity to connect and would love to continue our discussion. If you're open to it, perhaps we can explore [potential collaboration/next steps].

Looking forward to staying in touch!

All the best,

[First Name]

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6. After a trial period

Offering a free trial is an effective way to captivate leads and introduce them to your product or service first-hand. However, it's crucial to check in to gauge their satisfaction, especially post-trial. After the trial concludes, express your appreciation, gather their feedback, and discuss challenges or successes to highlight your product's value. 

Make sure to share subscription details, showcasing your commitment to customer satisfaction and laying the foundation for a lasting customer relationship.

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Hi [First Name],

I hope this finds you well! Now that your free trial has concluded, we'd love to hear about your experience. Any feedback, challenges, or successes you'd like to share? If so, please share here: [link to feedback form, if applicable]

I’d love to set up a quick call to discuss your experience and explore which subscription plan aligns best with your needs. Based on our past discussions, I believe [plan] would be a great fit, but you can find all our plans here [link to subscription plan/tiers to choose from]. 

If you're willing to meet to discuss how we can tailor our offerings to better suit your needs, please let me know what days and times work best for you.

Looking forward to hearing from you!

Best,

[Your Name]

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7. Cart abandonment in e-commerce

Cart abandonment is all too common in e-commerce, but it presents a great opportunity for a follow-up that can lead to a conversion. Remind your customers that their desired product is just a click away. To increase the appeal and add urgency, consider emphasizing limited-time offers or low stock availability, urging them to make the purchase before it's too late.

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Hi [First Name],

We noticed you left some fantastic items in your cart, and we didn't want them to feel forgotten! Your [product(s)] are patiently waiting for you.

As a thank you for considering [Company Name], we're offering a limited-time discount of [X%] on your order. But hurry, as some items are running low in stock!

Complete your purchase now with just one click: [link to cart]

If you have any questions or need assistance, feel free to reply to this email. We're here to help!

[First Name]

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8. Reconnect with past customers

Following up with previous customers presents a valuable opportunity to strengthen the relationship and encourage repeat business. Reach out to explore the potential of upselling or cross-selling complementary products or services based on their previous purchase. This showcases your commitment to meeting their evolving needs. 

Following up on a friendly request for referrals or reviews can also turn satisfied customers into brand advocates, amplifying your reach and credibility. By maintaining a proactive connection, you nurture customer loyalty and create a positive cycle of engagement and growth for your business.

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Hi [First Name],

We hope you’re enjoying your [product/service]! We truly appreciate your support and wanted to share an exciting update with you.

We've recently introduced a new product, [new product name], designed to complement [previously purchased product]. Given your experience with [previously purchased product], we believe [new product] would seamlessly align with your needs, enhancing your overall [specific use or benefit].

As a token of our gratitude, we're offering you an exclusive [X%] discount on your purchase of [new product]. Take a look at it here: [link to new product]

Feel free to reach out if you have any questions or if there's anything else we can assist you with. We value your continued support and look forward to enhancing your [Company Name] experience.

Best regards,

[Your Name]

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9. Unresponsive leads

While it can be disheartening, there are times when leads might unexpectedly go silent or ghost you, even when you thought you'd nearly sealed the deal. Remember: Consistency is key, and persistent follow-ups can help you stay at the forefront of their minds. To boost your chances of eliciting a response, make sure each follow-up brings added value to the table.

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Hi [First Name],

Hope this finds you well! I noticed things have been a bit quiet, and I wanted to check in to see if you had a chance to [mention CTA from previous messages].

We've put together an insightful guide, [Guide Title], packed with additional information that I believe aligns perfectly with your interests. You can download it here [link to guide].

I'd love to hear your thoughts or discuss any questions you may have. How about a quick call next week? Let me know a time that works for you.

Looking forward to connecting!

Best,

[Your Name]

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10. Seasonal promotion opportunities

Reaching out to previous customers with special offers or promotions during holidays or relevant occasions is a strategic move to foster repeat business, and it's especially effective in e-commerce and B2C industries. 

With this approach, you not only express appreciation for their past support but also provide them with incentives to revisit your offerings. This boosts customer loyalty and capitalizes on heightened engagement during holidays, making it a win-win tactic for both businesses and customers.

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Hi [First Name],

As the holiday season approaches, we wanted to express our gratitude for your continued support. To make this festive time even more special, we're excited to share an exclusive seasonal promotion just for you!

[Promotion details]: [Brief description of the promotion and benefits]

This limited-time offer is our way of saying thank you for being a valued customer. Explore more here: [link to promotion]

Feel free to reach out if you have any questions or need assistance. Wishing you a wonderful holiday season!

Best regards,

[Your Name]

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Outsource your sales follow-ups to Smith.ai

Mastering the art of a sales follow-up is pivotal for outreach success. But it might be difficult to keep up with timely responses, unique messaging, and continuous communication, so consider enlisting some assistance along the way. 

Smith.ai offers full-service outreach campaigns, including immediate callbacks, warm follow-ups, and appointment scheduling. Plus, we can serve as your 24/7 answering service, ensuring you never miss a valuable lead.

If you want to learn more about how Smith.ai can help your business, book a free 30-minute consultation.

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‍Sources: IRC Sales Solutions | Invesp | G2