In sales, timing is everything. You might have the perfect pitch and an engaging conversation, but if you drop the ball on following up, you risk losing the deal. It sounds simple, yet it’s a common mistake—even among experienced sellers.
Malvina El-Sayegh, Director of Revenue Enablement at Oyster, shares her frustration with this all-too-familiar scenario:
"A personal pet peeve of mine is when I have a meeting and the meeting has finished and there's no follow-up that came through. I mean, it's something so simple, right?"
Why follow-up matters more than you think
You’ve just had an amazing call with a prospect—they’re interested, engaged, and ready to explore solutions. But what happens if they hear nothing from you afterwards? Chances are, their excitement fades, priorities shift, and your solution falls off their radar. Malvina explains:
"I could have been excited about something, thinking I really need to solve this. But if I'm not getting the follow-up from the seller, then that will slip down my priority list, or I will engage with someone else who's going to be quicker in responding."
Being slow to follow up doesn’t just delay your deal—it opens the door for competitors to swoop in.
The timely follow-up
The solution? Keep it simple, fast, and consistent. Malvina’s advice couldn’t be clearer:
"If you're a seller, please send a follow-up email. Do it on the same day. It's so basic, but so many of us forget."
Here’s how you can make follow-up second nature:
✅ Send a same-day recap: Even a short email thanking the prospect for their time and outlining next steps keeps the momentum going.
✅ Personalise your message: Reference key points from the conversation to show you were listening and tailor your response to their needs.
✅ Include value-adds: Share relevant resources, answer any questions raised during the call, or highlight how you can solve their specific challenges.
✅ Set clear next steps: Don’t let the conversation fizzle out—schedule the next meeting or clarify timelines for follow-up actions.
Final thoughts
Follow-up isn’t just a task on your to-do list—it’s a fundamental part of building trust and keeping deals moving. By taking a few minutes to send a thoughtful, timely follow-up, you’ll stay top of mind and demonstrate professionalism.
"It’s so basic, but so many of us forget."
Don’t be that seller. Prioritise the basics.
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