5 Keys to Effective Follow-Up That Every Producer Should Know
By Micah Salas
When it comes to winning an account, too many producers give up after the first “no.” They stop calling, stop emailing, stop showing up—and someone else wins the account. But in sales, the first “no” rarely tells the full story.
Here are five tips to effective follow-up that every producer needs to know:
1) Don’t take the first “no.” Gatekeepers exist to protect decision-makers’ time, not to make decisions for them. When you let a gatekeeper end the conversation, you’re allowing someone who can’t say “yes” to stop you from ever reaching the person who can. It is simply feedback that you need a different angle in.
2) Be respectfully persistent. There’s a fine line between persistence and pestering. And mastering that balance is what separates elite prospectors from everyone else. Persistence signals professionalism. It shows you care enough to keep showing up. But it has to be respectful. Badgering people every day or using pressure tactics is the fastest way to burn bridges.
More From the December Issue
Instead, follow up thoughtfully and strategically. Space out your touches. Lead with value and, above all, remember the decision-maker’s timeline is not your timeline. Stay patient. And keep showing up respectfully.
3) Use multiple touchpoints when needed. I recommend mastering and leading with one channel of cold outbound. But if one channel fails with a prospect, it’s okay to switch lanes.
The truth is, breaking through often requires creativity. Make the call. Send an email. Drop a LinkedIn message. Mail a handwritten note. Or send something tangible and unexpected, such as a book, a guide or a resource. Each touchpoint compounds on the last.
You’re not just following up, you’re building familiarity and trust over time. Don’t limit yourself to one lane.
4) Lead with value, not pressure. The most effective follow-up doesn’t sound like: “Just checking in to see if you’ve made a decision yet.” That’s lazy follow-up. And lazy follow-up gets ignored.
Instead, focus on providing value every time you reach out. Send an article that speaks to their industry. Share a case study about a similar client. Offer insights they can actually use.
More On Sales
Decision-makers respect people who make their lives easier, solve problems and bring fresh ideas to the table. Your follow-up should make them glad you reached out, not wish you’d stop calling.
5) Always find the true decision-maker. This is where many producers get stuck. They spend all their time talking to someone who can’t even say “yes.” Don’t make that mistake.
While you need to find ways to connect directly with the decision-maker, it’s important to build rapport with gatekeepers too. Once the client is on board, the gatekeeper isn’t a gatekeeper anymore. In fact, the gatekeeper can become a liaison in moving the deal forward.
Micah Salas is senior vice president of Christensen Group Insurance and co-host of “The Max Revenue Show,” where he and Trey Shields talk prospecting, sales and productivity for growth-minded producers.
