Raise your hand if you’ve ever sent a follow-up that said something like:
“Just checking in to see if you had a chance to review…”
Yeah. Stop that. Immediately.
Your follow-up either adds value or adds noise.
There is no middle ground. Especially with experienced buyers who already have inboxes overflowing with “just circling back” and “quick bumps.”
So What Should You Send?
Ask yourself: “If I were them, would I open this?”
Better yet, would I feel relief when I opened it?
Would I think, “Ahhh, this answers something I was too busy to ask,” or “That makes my job easier”?
That’s the gold standard.
That’s how you shift from being a chaser to a partner.
Try These Instead of “Touching Base”:
- “Saw this article and thought of the challenge you mentioned last week, especially section 3.”
- “Here’s a 2-minute video I made walking through the part of the solution you had concerns about.”
- “This came up with another client today and it reminded me of your [specific scenario]. Thought it might be helpful.”
Follow-Up = Forward Motion
Helpful follow-ups don’t just nudge.
They move the conversation forward even if the buyer isn’t ready to move yet.
Every message should answer a question they haven’t asked.
Every message should solve a problem they’re still defining.
Every message should make them want to talk to you again.
Otherwise? You’re just another “base-toucher.”
And nobody has time for that.