Building a strong sales pipeline isn’t just about the initial outreach—it’s about how you follow up. In this unit, you’ll discover how to strike the right balance between persistence and professionalism, use multi-touch sequencing to increase your chances of engagement, and ensure every follow-up adds real value. These skills will help you stand out as a thoughtful, reliable seller who keeps deals moving forward.

Effective follow-up means staying top-of-mind without crossing the line into annoyance. The key is to be consistent, but always respectful of your prospect’s time and attention. For example, instead of sending repeated, generic messages, you might say: "Just wanted to check if you had a chance to review the case study I sent—happy to answer any questions when you’re ready." This approach shows you’re attentive and considerate, not pushy. Remember, spacing out your outreach and keeping your tone friendly helps maintain a positive relationship, even if the prospect isn’t ready to engage right away.

Following up isn’t just about frequency—it’s about variety and substance. Multi-touch sequencing means reaching out through different channels, such as email, phone, or LinkedIn, and mixing up your message content. For instance, after an initial email, you might follow up with a LinkedIn message like: "Hi Alex, I sent over some info on how we help teams automate reporting—let me know if you’d like a quick call to discuss."

Most importantly, every follow-up should offer something useful. Avoid empty check-ins like "Just following up" and instead provide new insights, resources, or relevant updates. For example: "I came across a recent article on industry trends that reminded me of our conversation—thought you might find it helpful." By consistently adding value, you position yourself as a trusted advisor, not just another salesperson seeking a reply.

Here’s a realistic exchange that demonstrates how to follow up with persistence, professionalism, and value:

• Jake: Hi Victoria, I wanted to follow up on the case study I sent last week about how our platform helped a team like yours cut reporting time in half. Did you have any questions or thoughts?
• Victoria: Thanks, Jake. I’ve been swamped and haven’t had a chance to look at it yet.
• Jake: No worries at all—I know how busy things can get. If it’s helpful, I can send a quick summary or highlight the most relevant section for your team.
• Victoria: That would be great, actually. A summary would save me some time.
• Jake: Absolutely, I’ll send that over today. Also, I came across a recent article on new automation trends in your industry—would you like me to include that as well?

In this dialogue, Jake demonstrates persistence by following up, professionalism by respecting Victoria’s time, and value by offering a summary and an additional resource. Notice how he avoids generic check-ins and instead tailors his outreach to be genuinely helpful.

Mastering these follow-up techniques will help you nurture relationships and keep your pipeline healthy. In the upcoming role-play, you’ll get to practice these strategies in realistic scenarios and refine your approach for even greater impact.