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Module 06 — Follow-up, sales and marketing systems

Follow-up sequences that don't annoy

You'll write two short sequences — one for leads who went quiet, one for quotes that went quiet — that add something every time and end the conversation politely.

  • 4 min read + 20 min exercise
  • Lesson 2 of 3
  • Free · No sign-up

The problem

Most lost sales aren't lost to a “no.” They're lost to silence — and to how awkward it feels to write again. So people send one “just checking in” and give up, or never write at all.

Why it matters

Customers go quiet for ordinary reasons: a busy week, waiting on someone else, simply forgetting. A follow-up that brings something useful reminds them without pressure, and a clear last message gets you an answer either way — which keeps your pipeline honest.

1 The method: three touches, each worth opening

  1. Three touchesSpaced out: a couple of days, then about a week, then about two weeks.
  2. Something new each timeAn answer, an open date, a photo, a tip — never just “checking in.”
  3. Close the loopThe last message makes it easy to say no, and easy to come back.

2 Step by step

  1. Decide what starts each sequence

    Quiet lead: in Talking with no reply for two days. Quiet quote: in Quote sent or Deciding with no reply for three days. Both come straight from your pipeline.

  2. Write the three messages for each

    Start from the templates below. Fill them with facts from your answer bank and one genuinely useful thing for that stage.

  3. Put all three dates in the pipeline

    When a sequence starts, set the dates for the three touches. Your daily review from lesson 6.1 shows which one is due.

  4. Stop the moment they reply

    Any reply — even “not now” — ends the sequence. Move the deal and set a real next step.

  5. Automate the reminder, not the relationship

    Let your pipeline, calendar or tool remind you when a touch is due. Send it yourself, or review an AI draft made with the follow-up prompt from lesson 2.2. Fully automatic sequences are fine for simple, low-value inquiries — with the safeguards from lesson 3.3.

Step-by-step playbooks for both: Follow up every lead and Recover quotes that went quiet.

Example · illustrative

Sam's quote, three touches

  • Day 3: “Hi Sam — one thing I didn't mention: for move-outs we can bring the checklist landlords usually look for. Want it with the booking?”
  • Day 7: “We still have the morning of the 27th open for your move-out. If that works, reply ‘yes’ and I'll hold it.”
  • Day 14: “Hi Sam, I'll close your quote for now so I'm not filling your inbox. If you still need the clean, just reply and we'll pick up from here.”

Each message is short, adds one thing, and the last one gives Sam an easy way out — or back in.

Your exercise · about 20 minutes

Write your two sequences

Template · Quiet lead sequence
STARTS: 2 days after their last reply

TOUCH 1 (day 2)
Hi [Name] — [useful thing: the answer to the question they'll probably ask next]. [Your one question, reworded]?

TOUCH 2 (day 5)
[Something concrete: two open times / a photo of similar work / how it works in 3 steps]. Want me to hold one?

TOUCH 3 (day 12)
I'll leave this here so I'm not crowding your inbox. If you'd like to pick it up later, just reply — we'll start from where we left off.
Template · Quiet quote sequence
STARTS: 3 days after the quote

TOUCH 1 (day 3)
Hi [Name] — one thing about the quote: [what's included / the answer to a common doubt]. Any questions I can answer?

TOUCH 2 (day 7)
[A true availability fact: "We still have X open."] Should I hold it for you?

TOUCH 3 (day 14)
I'll close this quote for now. If your plans change, reply anytime and I'll update it.

Every follow-up should be worth opening.

Your next action

Today, send touch 1 to the oldest quiet quote in your pipeline.