You’ve sent that perfectly crafted email, and are met with silence.
So a few days later, you send a polite “just following up.”
Urgh. Stop.
We have some alternatives
First the science behind why "Just following up" doesn't work:
❌ Nothing new is being shared The recipient has already seen your previous message. You’re just repeating yourself.
🏃 No one likes being chased Think about it – would you respond faster to someone chasing you or someone bringing you something you need?
🏆 There’s no value in it for them You’ve got to be honest with yourself: when you send a generic “following up,” you’re focusing on your need to hear back, not their need to engage.
The truth is, customers don’t care about your urgency – they care about how you can solve their problems. So give them a reason to care!
Try these instead! 🎉
💡 "When we spoke, you mentioned that..."
💡 "Given your timeline around this, we should..."
💡 "Here's [resource] that you'll find useful around...."
It’s simple – add value.
Let's look at these, as examples:
1. Build on the previous conversation:
💡 "When we spoke, you mentioned that..." Use the context of your last discussion to show that you're attentive to their needs. This makes your follow-up feel like a continuation, not just a chase.
💡 "Given your timeline around this, we should..." If they’ve given you deadlines or project timelines, remind them of their objectives. This adds urgency without being pushy. You're helping them stay on track.
2. Provide useful resources:
💡 "Here's [resource] that you'll find useful around..." Offer something valuable: an article, case study, industry report, or even a short video. Make it relevant to their business so they can see that your outreach is not about you – it’s about helping them succeed.
3. Use those mutual connections:
✅ Mention a mutual connection If you have a shared connection, name-drop! This gives your email social proof and a layer of trust. Just be sure to be tactful and not overdo it.
4. Present the impact of inaction:
✅ Present the impact of indecision Sometimes the best way to push a deal forward is by subtly reminding them what might happen if they don’t act.
5. Recap and ask for clarity:
✅ Recap the call and ask if you missed anything Revisit your last discussion with a short recap.
It shows you were paying attention and care about getting it right. A simple: "Did I miss anything important?" can open the door for them to share concerns or missing info.
6. Offer to make introductions:
✅ Offer to make an intro to an existing customer Sometimes, the best way to close is to give. Offer to introduce them to a happy customer of yours who can vouch for your solution. This builds trust and shows you’re confident in your product.
7. Highlight new product releases or updates:
✅ Share relevant product releases and their value Keep them informed about product improvements or new features that could solve their challenges. Let them know what’s new and how it directly impacts them.
8. Be witty, not whiny:
Let’s be real: you’re not the first (or the last) to send follow-ups. So why not stand out? Inject a little humour into your message.
- "Just a quick ping before I get lost in my own inbox again!"
Just don’t overdo it. If it feels forced, it can backfire. ✨ Keep it light and natural. ✨
Make every follow-up count!
The goal of any follow-up isn’t just to get a response; it’s to provide value. Whether that’s through insightful resources, useful updates, or just a simple recap, your goal should always be to make their day easier. The right follow-up is more like a helpful nudge, not a relentless chase.
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