A wise business mentor of mine once said - who am I kidding - she says it all the time; she says
The fortune is in the follow-up.
The problem is, when she first said this, the conventional rule was 5-6 follow-ups before you either landed the sale… or let the lead go.
Today, marketers and salespeople are staring down the tunnel of about 21 touch-points before a new prospect will engage your services.
Daunting.
Especially for businesses who pride themselves on a ‘relationship-first’ approach to clients, prospects and suppliers.
Is there anything more cringe than being followed up?
Fortunately, the old-style awkward phone call is out:
“... maaate, just following up to see if you’ve had time to review our proposal…?”
“... John, wanted to follow up and check you don’t have any questions about the price list we sent through a couple of days ago...?”
And the new way(s) of creating a meaningful dialogue with your prospects is IN.
The new rules for following up with prospects
Rule 1 - The first rule of follow-up… is don’t follow up
Nobody wants to be followed up - it’s kinda creepy. Or annoying. Or both. Ideally, you never need to follow up because your nurture campaign will bring the right people to you.
Rule 2 - Find your buyers
When people want to buy from you, they WILL contact you.
When people really want something - they find it. Dig out old business cards, search in-boxes, Google, trawl through social media - you can’t stop them getting what they want.
Of course, the exact opposite is true when something is of no interest; the number of avoidance tactics people have up their sleeve is awe-inspiring.
The first step to finding your buyers is knowing who they are and what motivates them in relation to the problem you solve.
Rule 3 - Have a strategy
Intimately know the following two things:
- What questions your prospects are asking about the problem you solve.
- How you can answer those questions in a way that inspires them to engage with you.
These two things form the basis of your strategy.
Rule 5 - Be ready to add value
This is where the rubber hits the road. Using your strategy from Rule 4, curate box loads of content assets. You don’t need to create them all from scratch - you can share other people’s content, provided it is relevant to your audience.
21 ways to engage your prospects until they are ready to engage you!
1 - Send an Insightful Article
Share an article that speaks directly to their industry or challenge. It can be an article you wrote, or you can share a third party’s content.
This shows you understand their world, and you know where to find the right information.
Thought leader vibes.
2 - Share a Case Study
Case studies highlight how your solutions have worked in similar contexts. Share one that aligns with their needs and shows realistic results.
Another brick in the wall of your credibility.
3 - Invite Them to a Thought-Provoking Webinar
Host or recommend a webinar on a topic you know will resonate. Hosting your own will always give you more credibility, but introducing someone to an industry leader also speaks to your professionalism.
🎓 Who’s the expert now?
4 - Send a Quick Tips Email
Share a few practical, “quick win” tips they can action easily - no strings attached. This positions you as a problem-solver, not a salesperson.
My tip? Turn your FAQs into bite-sized info snacks.
5 - Provide a White Paper or Guide
Offer an in-depth resource that targets a problem they’re facing. It’s a subtle but powerful way to reinforce your expertise. Creating a content asset like this is a great investment as it can be used multiple times.
Double points - you deepen your knowledge while establishing your position as a specialist.
6 - Follow Up with a Tailored Offer
Have a new service or a specific solution that fits something they mentioned? Let them know, but keep it low-key.
Low-key sales coming your way.
7 - Record a Short, Personalised Video Message
A brief, name-specific video can stand out in their inbox. It’s friendly and adds a touch of personality to your outreach. I’ve even heard of people composing songs for prospects!
Keep it reel people!
8 - Invite Them to a Relevant Event
Whether it’s an industry conference, a small workshop, or a virtual roundtable, inviting them to something you think they’d benefit from is an easy way to re-engage.
Two is company; three is a party.
9 - Share a Powerful Testimonial
Testimonials from clients facing similar challenges can quietly underscore your credibility and reassure them of your impact.
Keep building that credibility wall!
10 - Offer a Free Assessment
A well-timed consultation or assessment can be incredibly helpful if it’s genuinely in their interest. Choose this carefully, though – it’s best for leads closer to a decision.
Never underestimate the power of giving.
11 - Request Feedback
Ask for their thoughts on an article, case study, or idea you shared. It’s a simple way to get them talking – and you will learn even more about your buyers.
12 - Share Key Industry News
Provide insights on recent industry shifts that might impact their work. It’s informative without being intrusive.
It also shows you’re on top of your industry.
13 - Recommend a Good Book
If you’ve read a book that addresses a challenge they’re facing, suggest it. It’s a small gesture that shows you’re invested in their growth.
This is a personal favourite of mine - I love a good book recommendation.
14 - Send a Practical How-To Guide
If there’s a small challenge they can improve with the right information, share a simple guide. It’s value-driven and useful.
It’s giving, it’s credibility, and it shows you are an expert.
15 - Stay Connected with a Monthly Newsletter
Newsletters are literally our jam so I can’t overstate how effective a regular newsletter can be for keeping people engaged with your brand and your offer.
If you want to know more about running highly effective newsletters, drop us a line here and we can help you out.
16 - Email a Podcast Episode
Recommending a relevant podcast episode is an easy way to engage, especially for prospects who enjoy bite-sized content. If you have your own podcast, even better!
17 - Engage them on social channels
If you are connected on a social channel - try posting something highly relevant to them to see if they react to your post. This works particularly well if you have spoken to someone about a specific topic and then you create a post about that very topic.
LinkedIn can be a lonely place: like and comment on your buyer’s posts and up the feel-good factor.
18 - Offer Benchmark Data
Industry benchmarks or recent data can be highly valuable, giving your prospects something concrete to consider.
Who doesn’t love data!
19 - Reconnect with Seasonal Greetings
Sometimes, a simple holiday or end-of-year message does the job. It’s low-pressure and keeps you on their radar. Be careful for this to not be your only outreach.
This works if you have been consistently visible - and it can backfire if this is the only time you appear.
Ask me about my annual Black Friday declutter!
20 - Send a Quick Survey
Ask them for insights on their industry challenges in a short survey. This shows you’re listening and interested in their perspective. It can also help you create very targeted articles/videos/webinars based on the feedback you get.
Ask the question, get an answer, make some content.
21 - Provide a Product Demo
If buyer intent is high, a short, value-driven demo could be just what they need. It can be as fancy as a professional explainer video or as simple as Loom screen recording.
Keep it succinct and benefit-focused for maximum impact.
Obviously not all of these are going to be suitable for all prospects, so I can’t put enough emphasis on how well you need to understand your audience and what they want in order to provide content which will engage them at a deeper level.
Access a step-by-step guide to the most cost effective way to grow pre-sale loyalty with your prospects - and never scramble for leads ever again.