Upgrade Your Follow-Ups: How to Move Deals Forward Without ‘Just Checking In

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“Hey, just following up—are you still interested?” I see sales teams sending these kinds of emails all the time, but there are much more effective ways to follow up.

Following up can keep your product top of mind, create a sense of urgency, and help you build stronger relationships with your prospects. Mastering the art of follow-up will dramatically improve your close rate. Let’s dive into some best practices that won’t annoy your leads but instead add value.

Key Follow-Up Principles:

1. Keep it short, upbeat, and professional.
   
   
2. Provide value in every follow-up.
   
   
3. Use relevant email subject lines that remind prospects who you are and why they should care.
   
   
4. Try different channels—don’t just stick to email. Mix in calls, social media touches, or even in-person visits.
   
   
5. Automate follow-up emails using workflows to ensure consistency.
   
   

The most common follow up email happens in EVERY deal. After the first meeting, you've done your discovery and identified some ways you can help. But what next? It's essential you send a note quickly (ideally the same day).

Typically this includes something along these lines:

• A summary of key points from the call

• Clear next steps

• Relevant product information and collateral

• Social Proof, showing how other customers benefit from your solution

The problem is this can also get quite long and chaotic when you start including everything in one email with lots of links and attachments.

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Managing Multiple Decision Makers

Most deals involve multiple decision makers and influencers. Your goal is to find a champion and equip them with the information they need to advocate for your product within their team. A great way to do this is by creating a client resource kit that includes everything in a clean, co-branded microsite.

This reduces the chance of information getting lost in a sea of emails. How many times has a client asked you to “bubble up” an email because it got buried? By providing everything in one place, you make it easier for them to access the information they need at any stage of the deal.

You can send them a kit, which centralizes all relevant materials. You can track who engages with your materials, giving you insights into what decision makers are focusing on. This lets you follow up in a highly targeted way, making it seem like you’re anticipating their needs.

Providing Value in Each Follow-Up

Every follow-up should move the deal forward. Ask yourself:

• How can I help my buyer gain internal momentum?

• What roadblocks might they be facing?

• What are their hesitations, and how can I address them?

By answering these questions, you’ll show your prospect that you’re not just checking in—you’re actively helping them close the deal. Even if you're company doesn't have much internal content, it's great to share industry news they may not have seen: "did you see that keynote at CES, here's a great video from a popular YouTuber breaking it down for you. I especially loved their point about XYZ."

Much better than just chasing them with another "have you seen my last email?"

Post-Close Follow-Up Strategy

Once the deal is closed, don’t forget to follow up again! Your job isn’t over yet.

Here’s what to do:

1. Send a thank you message to the buyer and their team.
   
   
2. Introduce them to your customer success team.
   
   
3. Offer resources and support to help them through the onboarding process.
   
   

Other Essential Follow-Up Tips:

1. Follow up as soon as possible after your initial meeting or call.
   
   
2. Don’t give up after one or two follow-ups. Persistence pays off—buyers are often just busy. If they ask you to reconnect next month, set a reminder and follow up as promised.
   
   
3. Timing matters – Space out follow-ups strategically to avoid overwhelming your prospect.
   
   
4. End with a clear CTA – Always ask for a next step, whether it’s scheduling a meeting or reviewing materials. Commit to a date and time for the next touchpoint whenever possible.
   
   
5. Leverage a digital sales room to keep buyers engaged and continuously add new, relevant content throughout the process.
   
   
6. Personalize each follow-up – Reference specific pain points or interests from prior conversations.
   
   
7. Use social proof – Share success stories or case studies relevant to their industry.
   
   

By refining your follow-up strategy and consistently adding value, you’ll find yourself closing more deals and building lasting relationships.

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