When it comes to B2B sales, there’s one skill that separates the good from the great: the follow-up. Whether you’ve met a potential client at a tradeshow, received a warm lead through your website, or had a promising conversation on LinkedIn, how you follow up can make all the difference.
Yet, it’s easy to feel like you’re being a nuisance, especially when the person on the other end isn’t responding. But here’s the truth: You’re not bothering them. More often than not, they’re just busy, distracted, or the timing isn’t quite right. Remember, if someone has shown intent, that means they’re interested. Your job is to remind them of that interest, and to keep the conversation going—because persistence, when done right, is key to closing deals.
Why the Follow-Up Matters
In the fast-paced world of business, priorities shift, inboxes overflow, and good intentions get buried under a mountain of to-dos. But that doesn’t mean your prospect isn’t interested. They might just need a gentle nudge—or a few—to bring your conversation back to the forefront.
Here’s a secret: the follow-up isn’t just about getting the sale; it’s about building a relationship. It’s about showing that you’re reliable, professional, and genuinely interested in helping them solve their problem. And believe it or not, many people will appreciate your persistence. You’ll get responses like, “Thanks for following up—I’ve been meaning to get back to you,” or “Sorry for the delay, I’ve been swamped.”
So, don’t let a lack of response deter you. If they’ve shown intent, keep the conversation going.
The Follow-Up Process: A Simple, Effective Method
To make follow-ups less daunting and more effective, it’s crucial to have a process in place. Here’s a straightforward, tried-and-true method that you can adapt to fit your style:
- Initial Follow-Up Email (Wait 2 Weeks)
- Goal: Reconnect and reignite the conversation.
- Action: Send a friendly, personalized email referencing your last interaction. Remind them of the value you offer and invite them to continue the conversation.
- Example:Hi [Name],I hope you’re doing well! It was great meeting you at [Tradeshow/Conference], and I wanted to follow up on our conversation about [specific topic]. I believe [Your Solution] could really help with [their pain point].If you have some time next week, I’d love to chat further and see how we can collaborate.Best,
[Your Name]
- Second Follow-Up Email (Wait Another 2 Weeks)
- Goal: Gently remind them of your previous email and offer additional value. Check out the example… are you a circle back person or not?
- Action: Send another email, building on your previous message. Perhaps share a case study, a relevant article, or some new insights that might interest them.
- Example:Hi [Name],Just wanted to circle back and make sure my previous email didn’t get buried in your inbox. I also wanted to share this [case study/article/resource] that I think you’ll find helpful in understanding how [Your Solution] could benefit [their company].Let me know if there’s a good time for us to chat. Looking forward to connecting,
[Your Name]
- LinkedIn Follow-Up (Wait Another 2 Weeks)
- Goal: Change up your communication method and re-engage.
- Action: If you’re connected on LinkedIn, send a quick, polite message referencing your previous emails. If you’re not connected, this is a good time to send a connection request with a personalized note.
- Example:Hi [Name],I hope you’re doing well! I wanted to follow up on my previous emails and see if you had any thoughts on our discussion about [Your Solution]. I’d love to connect and explore how we can work together.Best regards,
[Your Name]
- Phone Call (Wait Another 2 Weeks)
- Goal: Directly reach out to discuss their needs and your solution.
- Action: If you have their phone number, give them a call. Keep it short, respectful of their time, and focused on offering value.
- Example:Hi [Name], this is [Your Name] from [Your Company]. I wanted to follow up on our previous conversations and see if you have a moment to discuss how we can help with [specific challenge]. If now isn’t a good time, I’m happy to schedule a call when it’s more convenient.
- Schedule for Future Follow-Up (3 Months Later)
- Goal: Maintain a long-term relationship and revisit when the timing might be better.
- Action: If there’s still no response, mark your calendar for a follow-up in three months. This gives them time to reassess their needs, and you another opportunity to engage when they might be more receptive. Ask them when would be an appropriate time to reach out if the timing isn’t right.
- Personalize Every Interaction with popUP Email Automation
- Why Personalization Matters: People respond better when they feel like you’re speaking directly to them, not just sending out a generic message. Personalization shows that you’ve put thought into your communication and are genuinely interested in their needs.
- How popUP Email Automation Helps: With popUP, you can automate your follow-up process while still keeping that personal touch. Craft your emails with dynamic fields that insert their name, company, and specific pain points, so every email feels tailored just for them. Plus, with the time you save on manual follow-ups, you can focus on the next big opportunity.
Dealing with Rejection: It’s Not the End
Occasionally, you’ll get someone who outright tells you they’re not interested. And that’s okay. It’s part of the game. Don’t take it personally—appreciate their honesty, and move on. But remember, the majority of your leads will appreciate your persistence. It’s about being there when they’re ready, and that takes patience and consistency.
Becoming a B2B sales pro isn’t just about closing deals—it’s about mastering the art of the follow-up. It’s about understanding that your prospects are busy, but they’ve shown interest for a reason. Your job is to remind them why that interest matters and how you can help them succeed. With a solid follow-up process and the right tools, like popUP Email Automation, you’ll find yourself building stronger relationships, closing more deals, and ultimately, becoming a true sales pro.
So, get out there, follow up, and turn those leads into long-term clients. You’ve got this.