The Right Way to Follow Up With Qualified Prospects 1

One of my colleagues recently asked:

Not too long ago, you posted about your follow-up process and gave a template. I can’t find it. Can you share it with me?

Following up with prospects is crucial. Research has found that 80% of sales require about five follow-ups to close the deal.

But there’s a right way and a wrong way to follow up.

I’m going to share the follow-up framework I use for qualified prospects – the ones I really want to work with but are still on the fence. They’ve likely had an initial call and a check-in call, but they still need some time to make their decision. 

My approach gives these prospects some more time to warm up and allows me to add value in the proess. 

My Follow-Up Framework

Here’s the process I follow for:

  • Keeping warm prospects warm
  • Re-warming old prospects that have gone cold

For Prospects That Show Interest in a Call

When a prospect shows interest in scheduling a call, the first thing we do is add them to our CRM along with a task to ensure they book their call within a week.

What happens if they don’t book within a week?

First, I’ll send a video message that says something like:

“Hey Name, [insert something personal]. You mentioned that you were interested in booking a call. Did you find a time that worked for you on my calendar? Here’s my calendar link again if you need it. Hope to talk to you soon!” 

I’ll include a link to my calendar in the message, and hopefully, that gets the ball rolling. Now where do I message them? It depends on where I interact with them. It may be LinkedIn or it could be email. 

What if they still don’t book a call?

If they don’t book after my initial follow-up message, I will add them to a list and reach out to them when it makes sense. For example, if I’m holding a webinar that relates to them, I may reach out and let them know about it. You’d be shocked by how many replies I get when I take this approach, and this gives me an opportunity to re-warm these prospects.

For Prospects That Want a Follow-Up After a Call

What if a prospect has a discovery call with you and they turn out to be a great fit, but they ask if you can check back in X days?

Clearly, they’re somewhat interested, right? Don’t lose their interest! I recommend scheduling a calendar event so that you can touch base with them again.

For Prospects That Still Need More Time After Follow-Ups

Every prospect is a bit unique. Some will skip the follow-up and ask for a call ASAP. But then, some will ask for a follow-up after a call and still need more time. You have to give these prospects time to think, compare and marinate on what you talked about during the call.

Lavender has an amazing framework that they call “Neutral Insights” that works perfectly for:

  1. Follow-up emails
  2. Social media messages
  3. Nurturing your audience
  4. Re-engaging your audience

And there are only three steps in the framework. First, you’ll find content from a third party that you know the contact will love and find valuable. Next, reach out to the contact, ask an engaging question, and explain why you’re sharing the resource with them.

But here’s what you need to focus on: “the why.” You need to tie the “why” into the contact’s business goal or desires.

Finally, the last step in the framework is to end the message with another question to engage them.

Sounds simple, right? Let’s see it in action.

Using Lavender’s “Neutral Insights” Framework

𝐅𝐫𝐞𝐝, 𝐝𝐨 𝐲𝐨𝐮 𝐥𝐢𝐬𝐭𝐞𝐧 to the 𝐅𝐮𝐭𝐮𝐫𝐞 𝐅𝐢𝐫𝐦 𝐀𝐜𝐜𝐨𝐮𝐧𝐭𝐢𝐧𝐠 𝐏𝐨𝐝𝐜𝐚𝐬𝐭?

𝐆𝐢𝐯𝐞𝐧 𝐭𝐡𝐚𝐭 𝐲𝐨𝐮’𝐫𝐞 𝐰𝐚𝐧𝐭𝐢𝐧𝐠 𝐭𝐨 𝐠𝐫𝐨𝐰 𝐲𝐨𝐮𝐫 𝐟𝐢𝐫𝐦, 𝐈 𝐭𝐡𝐨𝐮𝐠𝐡𝐭 𝐲𝐨𝐮’𝐝 𝐟𝐢𝐧𝐝 𝐢𝐭 𝐢𝐧𝐭𝐞𝐫𝐞𝐬𝐭𝐢𝐧𝐠.

Ryan Lazanis 𝐫𝐞𝐜𝐞𝐧𝐭𝐥𝐲 𝐝𝐢𝐝 𝐚𝐧 𝐞𝐩𝐢𝐬𝐨𝐝𝐞 𝐨𝐧 𝐭𝐡𝐞 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐞𝐯𝐞𝐫𝐲 𝐟𝐢𝐫𝐦 𝐬𝐡𝐨𝐮𝐥𝐝 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭.

𝐇𝐞𝐫𝐞’𝐬 𝐥𝐢𝐧𝐤 𝐭𝐨 𝐭𝐡𝐚𝐭 𝐞𝐩𝐢𝐬𝐨𝐝𝐞: 𝐡𝐭𝐭𝐩𝐬://𝐟𝐮𝐭𝐮𝐫𝐞𝐟𝐢𝐫𝐦.𝐜𝐨/𝐞𝐯𝐞𝐫𝐲-𝐟𝐢𝐫𝐦-𝐬𝐡𝐨𝐮𝐥𝐝-𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭-𝐭𝐡𝐢𝐬-𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲/ 



PS – Any thoughts on my last message/our last call/when you might be interested in starting X?

Simple and effective. Why does this follow-up work so well?

  1. You’re adding value to your follow-up ✔️
  2. You show that during your last conversation, you were locked in ✔️
  3. Third-party resources show you’re building trust without being self-serving ✔️

Trust me, the “Neutral Insights” framework works every time.

Other Ways to Follow-Up

My team and I have found amazing success with the follow-up framework above, but we also do little things outside of the Neutral Insights that work very well. For example, we try to keep on the prospect’s radar by commenting and liking their posts on social media or:

Slide Into Their DMs

Hey [Name],

I noticed you recently shared a post about [Topic]. Just wanted to say that I found it really [insert your thoughts]. Thanks for sharing!

I hope you’re doing well, 


Invite Them to a Webinar

Hi [Name],

I’m attending a webinar next week about [Relevant Topic] and thought it might be beneficial for you, too. Here’s the [link to register]. Hope to see you there!

Message Them on Their Birthday 

Happy Birthday, [Name]!

Wishing you a day filled with love, laughter, and joy. Hope to catch up soon.



“Money is in the follow-up” is a saying that I agree with 100%, but I’ve found that your follow-up approach matters even more. If you use my framework (or adapt it to your own) and implement the suggestions you’re going to get an amazing response!

And, that’s a wrap on this Dear Katie question.


Now I want to hear from you. Do you have a question? 

Submit it here

Until next time, cheers to your success!


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