Most businesses lose deals in the silence between “let me think about it” and… nothing.
You send a proposal. They say they’re interested. Then crickets. You don’t want to be pushy, so you wait. They move on. Deal dead.
The 48-Hour Rule
Send a follow-up within 48 hours. Not to pressure them—to help them move forward.
The best follow-up we’ve ever seen was three sentences:
“Hey Sarah, wanted to make sure you got the proposal. Any questions I can answer? Happy to hop on a quick call if it’s easier to talk through anything.”
Simple. Direct. Not desperate.
What Kills Follow-Ups
Writing a novel. Apologizing for following up. Discounting your price out of panic.
People get busy. Your email got buried. They meant to respond but didn’t. A good follow-up just resurfaces the conversation.
The Third Touch
If you still hear nothing after that first follow-up, wait a week and try once more with something useful:
“Saw this article about [relevant topic] and thought of our conversation. No pressure on the proposal—just figured this might be helpful.”
You’re adding value, not nagging. Big difference.
When To Walk Away
After two or three genuine attempts with no response, move on. Your time is valuable. Focus on prospects who engage.
But here’s the thing: most of your competitors give up after sending the initial proposal. Just following up once puts you ahead of 70% of them.
The fortune is in the follow-up. Don’t let good opportunities die in your inbox.