The Fortune is in the Follow-Up

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How many millions of dollars in production is lost every year due to poor follow-up? Here’s what I know about business follow-ups. An object at rest will stay at rest unless acted on by an outside force. In sales, you must be that force.

There are two main types of follow-ups during the sales cycle.  There are brand-new leads which can come from referrals, marketing, or self-targeted suspects that we must follow-up with. And there are those we’ve already had a conversation with who fit our filter of someone who we want to do business with that we must follow-up with.

In our selling system we call these help list (suspects) and fight club (prospects) follow-ups.  

  1. Help List Follow-Up = GET their attention (first meeting)
  2. Fight Club Follow-Up = KEEP their attention (7-15 touches to close)


For purposes of this article let’s focus on the fight club follow-up.

Fight Club Mindset

After the first meeting with new leads we pick and choose who makes it into our fight club after sharing our beliefs (opportunity filter). The reason this is so important is because once somebody is in our fight club we are aggressive, even relentless.

Here’s the mindset I operate from every day with my follow-ups:

  • Do they fit my filter of someone I WANT to do business with?
  • Are they going to use someone within the next 90-days?
  • Do I believe I’m just as good, or better, than anyone else in my industry?

If the answer is yes to all the above, then it’s my DUTY as a sales PROFESSIONAL to fight to earn their business.

Amateur Follow-Up

Most people in sales go two or three weak follow-up attempts before giving up.

They say things like:

  • I was just checking in…
  • Can I answer any more questions?
  • You were on my list of people to call today…
  • I woke up today thinking about you…

I believe the reason most people are so poor at follow-up is they either didn’t follow-through on an initial promise during the follow-up process or they don’t have anything of value to say and therefore “don’t want to be a nuisance.”

The reality is in today’s ADHD world it can be incredibly difficult to keep people’s attention. The term we use to describe this is object impermanence. We can have a great meeting in the morning and already be forgotten by the afternoon.

I’m amazed at how many agents miss out on deals to their own friends and family simply because that person didn’t think about them as an agent. By now you’ve heard us mention that money follows attention, activity, circulation, purpose, and movement. Buying into these mindsets help us not only stay top-of-mind but gives us ammunition during the follow-up process.

Follow-Up Definition

A “touch with value” that articulates how you solve their problems better than anyone else based on your unique past (experiences, knowledge, education, struggles, successes, mentors).

Statistics tell us it takes 7-15 touches to close a deal 80% of the time. Stop losing out on business due to a lack of a follow-up system or not having something to say.

For our FREE 10-touch follow-up process email [email protected]