Lesson 176 of 2116
Follow-Up: The Math Of Eight Touches Without Being Annoying
Most deals die in follow-up, not on the call. AI helps you maintain a thoughtful cadence at scale instead of disappearing or spamming.
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- 1follow-up
- 2sequence
- 3cadence
- 4Outreach
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Half of every sales pipeline rots in the same place: between meeting one and meeting two. The rep got busy, the buyer got busy, three weeks passed, the deal cooled to room temperature, and now the rep is 'circling back' with no pretext other than guilt. The fix is not more discipline — it's a system. Industry data from Outreach, Salesloft, and Gong all converge on the same number: most B2B deals require 6 to 9 touches between meetings to keep momentum. Stop after 2 and you ghost yourself. Send 15 and you're a stalker. The sweet spot is 8 touches across email, LinkedIn, voicemail, and value-add sends, spread over 21 to 30 days.
- A relevant article you actually read, with a sentence on why it matters to them
- A 90-second Loom walkthrough answering a question they raised on the call
- An intro to a peer customer who solved their problem (with permission)
- A one-paragraph summary of a competitor analysis they'd care about
- A genuine congratulations on a public milestone (funding, hire, launch)
Tools like Outreach, Salesloft, and Apollo now have AI-generated 'next step' suggestions per deal. The smart move is to use them as a draft, not the final send. Have the AI write the email using the call transcript as context, then humanize one or two sentences. The cadence stays disciplined; the prose stays human. Touch 7 or 8 should be a polite, direct break-up: 'I haven't heard back, so I'll assume the timing isn't right and stop reaching out.' This message has the highest reply rate of any in the sequence. People respond when they think the door is closing.
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