How to follow up effectively in sales (and why most people get it wrong)
By Niraj Kapur, 17th January 2025
If you don't follow up properly, you will lose business. That's not an opinion - it's just what happens. Most people either don't follow up at all, leave it far too long, or send something so generic it does more harm than good.
Whether you're a business owner, a sales rep, a BDR, or an AE, the same principles apply. Here's what actually works.
Don't copy and paste
If your follow-up is a template with a name dropped in, you've already lost. People receive dozens of these every week and they can spot them instantly. If you can't be bothered to write something specific, why would anyone bother to respond?
Know who you're selling to
This matters more than most people realise. Different people buy in different ways. Some want a phone number and a website before they'll trust you enough to spend money. Others couldn't care less about a phone number and will buy entirely on the strength of your message. Understand who you're selling to before you decide how to reach them.
Write a subject line worth opening
Your subject line is the only thing standing between your email and the deleted folder. "Effortless website build" or "Checking in" tells the reader nothing useful. Give them a reason to open it. Be specific about what's inside and why it's relevant to them.
Be a human being, not a sales machine
People buy from people. Be real, be useful, and think about what you can give before you ask for anything. That means doing the work - reading, listening to podcasts, going to events, watching videos, investing in a good coach if you want to go further faster.
If you prefer learning by video, there are over 200 short videos on my YouTube channel. If you prefer reading, there are over 40 articles on the blog with practical action points you can use straight away.
Research your prospect before you write a word
It shows. Buyers can tell immediately whether you've made any effort to understand their business or whether you've just fired off the same message to fifty people. Most salespeople skip this step, which is a big part of why they struggle to get responses.
Don't leave it too long
I've seen follow-ups sent four months after the initial contact. By that point the person has forgotten who you are, moved on, or already bought from someone else. Follow up after four or five days. That's the window.
Don't rely on just one platform
Email is not the only way to reach people, and email bombardment is one of the least effective approaches going. Some people respond better to a phone call. Others prefer face to face. Multi-platform outreach works - use it.
If you want help getting your follow-up process right, here's how we can work together:
- 1:1 coaching to work on your specific sales challenges at your own pace
- Group sales training to get your whole team following up consistently and confidently
- Speaking at your event - if you want your team to walk away knowing exactly what to do differently
Get in touch here and let's talk about what you need.
