# Follow-Up Sequence

Most deals are lost to silence, not rejection. Most sellers stop at attempt two.

**Never send "just checking in."** It asks the buyer to remember, re-read, decide and
reply — four jobs for them, none for you.

## The best follow-up isn't a message
Agree the next step while you're both on the call:

> I'll send the proposal Thursday. Can we take fifteen minutes Tuesday to go through it?

Now it's a meeting you both agreed to, not a chase.

## Cadence — for when you didn't manage that

**Day 0 — Send.** With a specific next step and the date you'll follow up.

**Day 3 — Add something.**
> One thing I should have included: [relevant example, or how this went for a comparable
> business].

**Day 8 — Ask a narrow question.**
> Is the sticking point the scope or the timing? Happy to adjust either.

**Day 15 — A real constraint, only if it is true.**
> My delivery capacity for next month gets committed around the [date].

**Day 22 — Change channel.** Email → call, or call → email.

**Day 28 — Close it out.**
> I don't want to keep landing in your inbox, so I'll assume the timing isn't right and
> stop here. If that changes, just reply. Either way, good luck with [their thing].

The close-out gets more replies than any chaser, because it removes the obligation.

## Specific silences
- **Said yes then went quiet** → "Has something come up internally, or is this still on track?"
- **Asked for a discount then vanished** → do not chase with a lower number
- **Two reschedules** → ask directly whether this is still worth both your time