after the call: follow-up systems that close deals
you made the call. they showed interest. now what?
this is where most people drop the ball.
it’s not the call that closes — it’s what happens after the call that turns “maybe” into money.
in this article, we’ll cover:
- how to follow up (without sounding desperate)
- what content to send
- how to stay top-of-mind without annoying your leads
why follow-up is where the sale actually happens
according to brevet group:
- 80% of sales require 5 follow-ups after initial contact
- but 44% of people give up after one follow-up
that means nearly half of your competition disappears after the first call.
which makes your follow-up a superpower.
the post-call checklist
after every cold call, log:
- ✅ did they answer?
- 🧠 were they interested?
- 📩 what did you promise to send?
- 📅 did you book a next step?
then, follow this simple system:
the 5-step follow-up sequence
step 1: same-day summary
send a short, friendly email:
subject: great speaking today
hi [name], great chatting earlier!
as promised, here’s [resource, link, or offer].if you have any questions, just reply.
otherwise, happy to book a quick call if/when it makes sense.
attach:
- a simple 1-pager
- a case study
- or a video walkthrough
step 2: day 3 – value-add
send something helpful, not salesy.
hey [name],
thought you might find this useful — it’s a quick guide we give to our clients on [pain point].
don’t pitch. just show you care.
step 3: day 5 – re-engage
bring the conversation back:
just checking in — did you get a chance to review the info i sent last week?
or:
happy to answer any questions if you’re still exploring options.
step 4: day 7 – next step
be clear:
would it make sense to book a quick demo / call this week?
or:
if now’s not the right time, just let me know — i’ll follow up later in the year.
step 5: day 10+ – soft close
if you haven’t heard back:
totally understand if priorities have shifted.
if it’s okay, i’ll circle back in a few weeks unless i hear otherwise.
content that builds trust
sales content isn’t about being flashy.
it’s about being helpful and consistent.
📬 here’s what to create:
- a simple PDF overview (who you help, how you do it, how much)
- a case study or testimonial
- a short explainer video (2 mins max)
- an email newsletter sign-up or lead magnet
- a freebie: e-book, template, worksheet, audit, trial
don’t overthink it.
your goal is to make the next step feel easy.
how to stay in touch (long-term nurturing)
some leads won’t convert today. and that’s okay.
your job is to stay on their radar.
💡 start with:
- a monthly newsletter
- a weekly tip or insight
- a behind-the-scenes update
- interviews or customer stories
be valuable. be visible. be consistent.
this week’s worksheet task:
✅ complete the follow-up planner
✅ draft your post-call emails using our templates
✅ log your outreach and track your follow-ups
your action item this week:
- call 10 leads
- send a same-day follow-up
- send 2 more follow-ups over the next week
- track all actions and outcomes in the worksheet
📆 next week, in article 4:
how to use chatgpt as your cold-calling sidekick — from script writing to objection handling
