How many follow-ups is too many?

You’re about to send your second follow up to a prospect…

Your cursor is hovering over “Send” like a cat about to push the coffee mug off the counter.

Wondering…

Am I persistent?

Or am I one forwarded chain away from a restraining order?

Here’s the truth:

I’m not sure…

But I’ll tell you what’s worked well for me over the years and the 2 rules we follow:

There’s two scenarios…

1. You haven’t yet gotten on a sales call with the prospect
2. You connected on a sales call

If you haven’t yet booked a call with the prospect, the magic number is…

Three.

Not because I’m nervous of what they’ll think…

But because after that, it's more difficult to convert than a fresh lead.

So what should you say?

Here’s the flow if I’ve sent them something to look at:

1. I ask if they’ve had a chance to take a peek.

2. Mention I have some time available, in case they prefer to go through it on a short call.

Still haven’t responded?

3. I just say, [First Name]?

That’s it.

And it revives leads pretty good.

Obviously there’s nuance, but I wouldn’t bother after 3.

Now… if you’ve booked a sales call…

Different game.

The answer is, as much as it takes.

The right cadence matters, of course, but don’t give up.

Why?

Because at that point, you’re not a stranger.

You’re the person who can solve their problem.

And if you give up too soon, someone else will swoop in with a worse offer and take your lunch.

TL;DR:

Pre-call? 3 follow-ups, each with a reason to respond.

Post-call? Follow up until you either get a yes, a no, or a restraining order.

See you all next Thursday 👋

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