How to write a sales follow-up email that gets a response
Most follow-up emails say 'just checking in' or 'wanted to circle back'. These phrases signal: 'I have nothing new to add.' They are deleted. Good follow-ups add a new piece of value every time.
Write follow-up emails that advance deals instead of annoying prospects.
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Protocolo de resolución
- 01
The 4-line follow-up structure
Line 1: Reference the last conversation specifically. Line 2: New value (article, stat, case study relevant to their situation). Line 3: One soft question that advances the deal. Line 4: Specific ask (15-min call Tuesday 2pm or Thursday 3pm?). Never end without a clear, easy-to-answer call-to-action.
- 02
Timing sequence
Follow-up 1: Same day as demo, within 2 hours. Follow-up 2: 3 days later, add a relevant case study. Follow-up 3: 1 week, add an ROI calculation. Follow-up 4: 2 weeks, 'still relevant?' question. Follow-up 5: 1 month, new context or problem trigger. Follow-up 6: 45 days, the breakup email.
- 03
The breakup email
'I've reached out a few times and haven't heard back, so I'll assume the timing isn't right. If that changes, I'm here. [One-sentence reminder of the value]. No need to reply unless you'd like to reconnect.' This email has the highest reply rate of any in the sequence.
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