The Ultimate Follow-Up Guide: How to Close More Deals Without Annoying Your Leads

Ben H
7 min readMar 12, 2023
Photo by LinkedIn Sales Solutions on Unsplash

As a salesperson or marketer, following up with leads is an essential part of your job. However, it’s not always easy to know how many times to follow up before deprioritising a lead. You don’t want to annoy them, but you also don’t want to miss out on potential business. In this blog, we’ll outline a sequence of 10 follow-up messages that you can use to maximise your chances of closing a deal, without overwhelming your leads.

Stage 1: The Initial Follow-Up

The first follow-up message is arguably the most critical. It sets the tone for your communication with the lead and establishes your credibility. Here are three sample messages you can use:

  1. Hi [Name], I hope this message finds you well. I wanted to check in and see if you had any questions about our product/service.
  2. Hi [Name], I just wanted to touch base and let you know that we’re here to help if you need anything. Please don’t hesitate to reach out if you have any questions.
  3. Hi [Name], I wanted to follow up on our previous conversation and see if you had a chance to review the information I sent over. If you have any questions, I’m happy to answer them.

Stage 2: The Value Add

After the initial follow-up, it’s time to provide value to the lead. This can come in the form of useful information or a free resource. Here are three sample messages you can use:

  1. Hi [Name], I came across this article that I thought might be useful for you. It’s about [insert topic], and I think you’ll find it interesting.
  2. Hi [Name], I wanted to share a case study with you that we recently completed. It’s a great example of how our product/service can benefit companies like yours.
  3. Hi [Name], I just wanted to check in and let you know that we’re running a free webinar next week on [insert topic]. I think it would be valuable for you to attend, and I’d be happy to send you the details.

Stage 3: The Soft Check-In

At this stage, you want to check in with the lead without being pushy. The key is to remind them that you’re there to help if they need it. Here are three sample messages you can use:

  1. Hi [Name], I hope you’re doing well. I wanted to touch base and see how things are going. If you have any questions or concerns, please don’t hesitate to reach out.
  2. Hi [Name], I wanted to check in and see if you had a chance to review the resources I sent over. If you have any questions, I’m here to help.
  3. Hi [Name], I wanted to see if you had any updates on your end. If there’s anything I can do to help, please let me know.

Stage 4: The Personal Touch

At this stage, you want to build rapport with the lead by showing them that you care about their personal and professional success. Here are three sample messages you can use:

  1. Hi [Name], I hope you had a great weekend. I wanted to follow up and see if you had any questions about our product/service. If there’s anything I can do to help, please let me know.
  2. Hi [Name], I noticed on your LinkedIn profile that you’re interested in [insert topic]. I thought you might find this resource useful [insert resource]. Let me know if you have any questions.
  3. Hi [Name], I was thinking about our conversation the other day, and I remembered that you mentioned [insert topic]. I came across this article that I think you’ll find interesting. Let me know what you think.

Stage 5: The Urgency Factor

At this stage, you want to create a sense of urgency without being pushy. You can do this by mentioning a deadline or a limited-time offer. Here are three sample messages you can use:

  1. Hi [Name], just a quick reminder that our special offer ends in two days. If you’re interested in taking advantage of it, please let me know as soon as possible.
  2. Hi [Name], I wanted to let you know that we have limited availability for our service. If you’re interested in working with us, please let me know so we can secure your spot.
  3. Hi [Name], I wanted to follow up and see if you had a chance to review the proposal I sent over. We’re looking to finalise the project by the end of the week, so please let me know if you have any questions.

Stage 6: The Social Proof

At this stage, you want to provide social proof that your product/service is valuable and trustworthy. This can come in the form of testimonials, case studies, or reviews. Here are three sample messages you can use:

  1. Hi [Name], I wanted to share a testimonial with you from one of our satisfied customers. They said that our product/service helped them [insert benefit]. If you’re interested in learning more, let me know.
  2. Hi [Name], I wanted to follow up and see if you had a chance to review the case study I sent over. It’s a great example of how our product/service can benefit companies like yours.
  3. Hi [Name], I just wanted to share a positive review we received from a customer who used our product/service. They said that it exceeded their expectations and that they would recommend it to anyone. If you’re interested in learning more, let me know.

Stage 7: The Final Push

At this stage, you want to make a final push to close the deal. You can do this by providing a special offer or incentive. Here are three sample messages you can use:

  1. Hi [Name], I wanted to follow up and see if you’re ready to move forward with our product/service. If you’re interested, we’re offering a 10% discount for the next 24 hours.
  2. Hi [Name], I just wanted to check in and see if you had any final questions before making a decision. If you’re ready to move forward, we’re offering a free consultation to help you get started.
  3. Hi [Name], I wanted to follow up and see if you’re interested in taking advantage of our limited-time offer. If you sign up within the next 48 hours, we’re offering a free upgrade to our premium service.

Stage 8: The Final Reminder

At this stage, you want to provide a final reminder that you’re there to help if the lead needs anything in the future. Here are three sample messages you can use:

  1. Hi [Name], I wanted to thank you for considering our product/service. If you have any questions in the future, please don’t hesitate to reach out.
  2. Hi [Name], I just wanted to follow up and remind you that we’re here to help if you need anything in the future. Feel free to contact me if you have any questions.
  3. Hi [Name], I wanted to thank you for the opportunity to work with you. If you need anything in the future, please don’t hesitate to reach out.

Stage 9: The Goodbye Message

At this stage, you want to send a goodbye message to the lead and let them know that you’ll deprioritise them. Here are three sample messages you can use:

  1. Hi [Name], I wanted to let you know that we’ll deprioritise your account for now. If you ever need anything in the future, please don’t hesitate to reach out. It was great working with you, and I wish you all the best. 2. Hi [Name], I just wanted to let you know that we’ll be deprioritising your account moving forward. If you ever need anything in the future, please feel free to reach out. It was a pleasure working with you.
  2. Hi [Name], I wanted to follow up and let you know that we’ll be deprioritising your account at this time. If anything changes in the future, please don’t hesitate to reach out. It was great working with you.

Stage 10: The Re-engagement Message

At this stage, you want to re-engage with the lead and see if they’re interested in working with you again. Here are three sample messages you can use:

  1. Hi [Name], I wanted to follow up and see if you’re still interested in our product/service. We’ve made some updates and improvements since we last spoke, and I think you’ll find them valuable. Let me know if you’d like to learn more.
  2. Hi [Name], I hope this message finds you well. I wanted to follow up and see if you had a chance to review the proposal we sent over. If you’re still interested in working with us, please let me know.
  3. Hi [Name], I wanted to touch base and see if you’re open to discussing our product/service again. We’ve had some great success with our recent customers, and I think you’ll find it valuable. Let me know if you’re interested in learning more.

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Ben H

🕊 Consultant, Counselor, Mediator, Facilitator, Trainer on Nonviolent Communication. 🦒