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The Fortune is in the Follow-Up: Why Persistence Wins in Sales


You’ve probably heard the saying: “The fortune is in the follow-up.” But here’s the thing, most salespeople still give up too soon. Research shows that 60% of sales happen after the 5th follow-up attempt, yet the majority stop after just 1 or 2. That means opportunities and revenue are slipping away simply because the follow-up process isn’t consistent.

So why does follow-up work so well? How often should you do it? And how can you follow up without feeling like a nuisance? Let’s break it down.

Why Follow-Up Matters

  • People are busy, not disinterested.
    Your prospect’s lack of response rarely means “no.” It usually means “not right now,” “I’m distracted,” or “I need more information.”

  • Trust is built over time.
    Multiple touchpoints help you establish credibility and show commitment. Each interaction builds familiarity—an essential ingredient for buying decisions.

  • The buying window is unpredictable.
    You might contact someone on a day they don’t need you, but a week later, their situation changes. Consistent follow-up ensures you’re there when the timing is right.

How Many Times Should You Follow Up?

Industry data suggests:

  • 60% of sales happen after the 5th follow-up

  • Only 8% of salespeople reach that point
    This means persistence is a competitive advantage. Your competitors might stop at “no reply,” but you’ll keep showing up—helpfully and professionally.

Follow-up sequence map

Tip: It’s not just about the number of follow-ups, but the quality and spacing of them.
Example sequence:

  1. Day 1 – Thank-you email or call after initial conversation

  2. Day 3 – Share a relevant resource or insight

  3. Day 7 – Check in with a question or offer of help

  4. Day 14 – Share a success story or testimonial

  5. Day 21 – Offer to schedule a quick call to review needs

What Makes a Good Follow-Up?

The golden rule: Add value, don’t just “check in.”
Instead of sending:

“Hi, just following up…”

Try:

“I saw an article on [topic] and thought of your project—here’s the link.”

Great follow-ups:

  • Answer a question they had earlier

  • Share a relevant case study or success story

  • Offer a small, helpful resource (template, checklist, guide)

  • Reference a recent industry update or trend

Avoiding the “Hassling” Feeling

The difference between professional persistence and being a pest comes down to:

  • Tone – keep it friendly and helpful, not pushy

  • Timing – don’t follow up daily unless the situation is urgent

  • Value – each touchpoint should have a reason for being

If you have a plan to follow, it feels purposeful rather than pushy.

How a CRM Like Go High Level Helps

A good CRM doesn’t just store contacts—it systematises your follow-up:

  • Automated reminders so no lead slips through the cracks

  • Pre-built follow-up sequences (email, SMS, calls)

  • Personalised templates that make each message relevant

  • Activity tracking so you know exactly when they’ve opened, clicked, or replied

With Go High Level CRM, you can design a 5–10 step follow-up sequence once, then let the system run it automatically for every lead. You stay top of mind without relying on memory or sticky notes.

The Bottom Line

Following up is where the majority of sales are won—but only if you do it consistently, helpfully, and without giving up too early. With the right process (and the right tools), you can stay in front of prospects until they’re ready to buy—without feeling like you’re pestering them.

Remember: The goal is not to pressure someone into buying. It’s to be the trusted, helpful option when their buying window opens.

If you would like to discuss how a CRM platform could help you follow up, click here.

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White Paper by Sally Barnard
Steve Rees
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