Ever had a great conversation with a potential client, only for them to disappear into thin air? You walk away thinking, That went well—they’ll reach out when they’re ready. But they don’t.
Here’s the reality: waiting isn’t a strategy.
Following up isn’t about “checking in” or reminding someone you exist, it’s about keeping the conversation going, adding value, and staying top-of-mind in a way that feels natural. And when done right, it’s one of the easiest ways to build trust and win more business.
So, how do you follow up effectively without feeling awkward or pushy? Let’s break it down.
Why Follow-Ups Matter
Your potential clients are busy. They’re juggling multiple priorities, and even if they’re interested in working with you, your offer isn’t always at the top of their list.
A well-timed follow-up:
- Keeps your solution fresh in their mind
- Shows you’re engaged and genuinely interested in helping them
- Gives them an easy next step to take action
If someone doesn’t respond, it’s not always a no, it’s often just a case of bad timing or lack of urgency. A simple follow-up can be the nudge they need to move forward.
How to Follow Up Without Feeling Pushy
1. Timing is Everything
Following up too soon? You risk overwhelming them. Waiting too long? You lose momentum.
A good rule of thumb:
- First follow-up: Within 24–48 hours after your initial conversation.
- Second follow-up: A week later, if no response.
- Additional follow-ups: Every few weeks, based on the level of interest.
2. Add Value, Don’t Just “Check In”
Nobody likes the "Just checking in!" email. If you’re following up, make it worth their time.
Instead of: "Just following up to see if you had any thoughts!"
Try:
- "I came across this article/resource and thought it might be useful for [specific challenge]."
- "I wanted to share an insight based on our last conversation, this might help with [their concern]."
- "I was thinking about your [business goal] and had an idea that might help. Let me know if you’d like to chat!"
When you position your follow-ups as value-driven touchpoints, you strengthen the relationship instead of just reminding them you exist.
3. Keep It Personal and Conversational
Ever received a follow-up that felt robotic? Don’t be that person.
Make your message feel natural by:
- Mentioning something specific from your last conversation
- Using a friendly, conversational tone
- Showing genuine interest in their goals or challenges
Example:
"Hey [Name], I remember you mentioned wanting to streamline your client onboarding process. I found this case study that might give you some new ideas, let me know if it’s helpful!"
People respond to real conversations, not scripted messages.
4. Create a Sense of Urgency (Without Pressure)
Some clients need a little nudge to take action, but that doesn’t mean applying pressure.
Instead of: "This offer won’t last forever!"
Try:
- "I wanted to check in before we finalise spots for this month, I’d love to make sure you get what you need."
- "I know timing is important, so I wanted to touch base before we move forward with other clients."
This way, you create momentum without making them feel like they’re being forced into a decision.
When NOT to Follow Up
Following up is powerful, but there’s a limit. If someone has:
- Clearly told you they’re not interested
- Asked you to reach out at a later time
- Gone completely silent after multiple touchpoints
Then it’s best to give them space. A respectful pause can sometimes work in your favour, forcing the issue rarely does.
Final Thoughts: Follow Up With Purpose
Following up isn’t just a step in your process, it’s an opportunity to build trust, add value and stay top-of-mind without feeling pushy.
So next time you follow up, ask yourself:
- Am I adding value?
- Am I keeping it personal and engaging?
- Am I respecting their time and decision-making process?
When done right, follow-ups don’t just close deals, they build lasting client relationships.