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How to Craft the Perfect Follow Up Message

2 min read

Every sales call, whether it’s an introductory meeting, a maintenance call, or a major presentation, deserves immediate follow-up. And the word immediate is not chosen arbitrarily.

This doesn’t mean you have to turn around a proposal in 24 hours or get the required approval done in less time than is reasonable. It just means the client needs to hear from you after the meeting…and soon.

Many of us send a confirmation letter prior to the meeting to review the agenda and logistics. It’s also a best practice to follow up within 24 hours after the meeting, to close the loop and review action items. Here’s an example:

Hi David:
Collette and I enjoyed the time we spent with you yesterday. We think it was a productive meeting.
I will send you our proposal by next Wednesday, as you requested. It will review our understanding of your situation and recommend how Acme Corp can work with you to accomplish your objectives.
Thank you for providing us with this opportunity. We would be pleased to work with you throughout this initiative.

Our preferred follow-up email format is simple:

  • Paragraph #1 thanks them and references who was there.
  • Paragraph #2 reviews the key next steps.
  • Paragraph #3 lets them know you appreciate the opportunity to work with them.

Of course your follow-up should reflect your own unique approach and style. Some people like to attach a relevant whitepaper, or link to a non-business related article that might be of interest. Others prefer to send a handwritten note. Whatever your style, it’s important to maintain a positive impression while the client is in that post-call decision-making mode. Follow-up is a key component of the sales process. Doing it well will yield results.

How do you follow up after sales calls? Leave a comment and let us know.


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