The Follow-Up Strategy: Why Most Salespeople Lose Deals They Should Be Closing

Let’s be real—most salespeople don’t follow up enough.

I’m not talking about the ones who are lazy and never follow up at all (although, shocker—48% of salespeople never follow up). I’m talking about the ones who think they’re following up enough… but aren’t even close.

Maybe that’s you. Maybe you send a follow-up email after a call. Maybe you leave a voicemail. Maybe you even text. Then you wait, thinking, “If they’re interested, they’ll get back to me.”

Wrong. That’s not how this game works.

The money is in the follow-up. The best salespeople know this. That’s why they don’t stop at one email or a couple of calls. They follow up until the deal is closed—or until the prospect flat-out tells them to go away.

Most deals aren’t lost because of price, timing, or competition. They’re lost because you didn’t follow up hard enough.

There is a fix.

You Have 10 Minutes to Win the Deal (And Most Salespeople Blow It)

Most companies take 72 hours to follow up on a lead. That’s three days where a hot prospect is sitting there, waiting… until they forget about you and move on.

You know what happens when you follow up within 10 minutes? Your chances of closing jump 900%.

Yeah, you read that right. 900%.

This isn’t theory. I worked with a company whose competitors were taking forever to follow up. So we changed one thing:

Instead of waiting, we had managers call customers as they were driving out of the parking lot.

If they didn’t answer, we left a voicemail. If they ignored that, we sent a text. If they still didn’t bite, we called again the next morning.

The result?

? 50% of customers turned around and came back immediately.

? 80% of those became buyers.

All because of speed.

You can have the best product in the world, but if someone else follows up first, they’re getting the deal.

Most Salespeople Follow Up Twice. That’s Why They Lose.

Here’s a wild stat: 83% of buyers aren’t ready to make a decision for at least 90 days.

Yet most salespeople? They follow up once, maybe twice, and then move on.

You know who closes deals? The ones who stay in the game.

? The ones who follow up 12+ times.

? The ones who find new angles to stay in touch.

? The ones who don’t get discouraged when their emails get ignored.

Because guess what? Most people ignore emails. Not because they hate you, but because they’re busy. Your follow-up isn’t annoying—it’s necessary.

The 3-Pronged Follow-Up Attack: Call, Email, Text

Let me guess—when you follow up, you send an email and call it a day?

Big mistake.

If you’re only using one follow-up method, you’re leaving money on the table.

The pros use all three. Every time.

Call first (if they answer, you’re in business). Email second (keeps you in their inbox). Text last (it’s personal, fast, and impossible to ignore).

The combo keeps you top-of-mind without being pushy.

This isn’t about “checking in.” It’s about giving them multiple chances to engage.

How to Follow Up Without Sounding Desperate

Nobody wants to be the person sending “Just checking in…” emails over and over. It’s awkward. It’s ineffective. And honestly, it’s a waste of time.

So here’s how you follow up in a way that actually works:

The "I Saw This and Thought of You" Follow-Up Instead of begging for a response, send them something valuable.

“Hey [Name], saw this [article/tool/industry update] and thought of you.”

No pitch. No pressure. Just value. And now you’re on their mind again.

The “I Need Your Advice” Follow-Up People love to feel important. Use that.

“Hey [Name], I’m working on [X] and thought of you. Quick question: How would you handle [specific challenge]? Would love your insight.”

Now you’re starting a conversation—without selling.

The "Soft Reminder" Follow-Up People forget. Don’t assume silence means “not interested.”

“Hey [Name], just wanted to make sure you saw my last email. Let me know your thoughts when you have a sec.”

Short. Direct. Gets results.

Gatekeepers Are the Key to the Deal—Stop Fighting Them

If you’re getting blocked by gatekeepers, you’re doing it wrong.

Most salespeople try to bulldoze their way past them. Big mistake. The gatekeeper isn’t your enemy—they’re your ticket in.

Want to get through? Win them over.

? Use their name. Most salespeople don’t even bother to ask.

? Treat them like they matter. (Because they do.)

? Ask for their advice. (“What’s the best way to get in touch with [decision maker]?”)

Gatekeepers don’t block everyone—just the ones who sound like pushy salespeople.

Be the one they let through.

Unreasonable Follow-Up Wins Deals

Most salespeople follow up for a couple of weeks, get discouraged, and move on.

You know what the best closers do? They follow up until the job is done.

They send 12+ follow-ups over months, even years. They don’t assume “no” means “never.” They stay in the game when everyone else taps out.

You can’t expect to make withdrawals from your pipeline if you haven’t been making deposits. Follow-up is how you stay relevant.

The longer you stay in their inbox, voicemail, and text thread—the more likely they are to buy.

Final Thought: Are You Following Up Enough?

If you’re not closing as much as you should be, it’s probably not because of your product or your pitch.

It’s because you’re not following up enough. It’s because you’re not following up fast enough. It’s because you’re not following up creatively enough.

The top 1% of salespeople don’t rely on luck. They own the follow-up process.

So, be honest—are you following up enough? Or are you losing deals to someone who is?

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