Sales Follow-Up Cadence

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---
name: Sales Follow-Up Cadence
description: Designs a multi-touch follow-up cadence that adds value at each touch, maintains momentum after a call or demo, and knows when to stop. Use when a deal goes quiet or after any key meeting.
---

# Sales Follow-Up Cadence

Follow-up is where most deals are won or lost. The rep who follows up with something useful every time earns the right to stay in the conversation. The rep who sends 'just checking in' loses it. Every touch needs a reason to exist.

## The core rule

Every follow-up message must do one of three things: add new information, move an action item forward, or give the buyer something genuinely useful for their job. 'Touching base' and 'circling back' are not reasons to send a message.

## Post-meeting cadence (first 7 days)

Day 0 (same day, within 2 hours): Send a meeting recap. Include: what was discussed, what the buyer said their top priority is, agreed next steps with owners and dates, and any open questions. This email does not sell — it confirms shared understanding and creates a paper trail.

Day 2: Send one relevant piece of value — a case study from a similar company, a short article on the problem they named, or an answer to a question that came up and was left open. One attachment or link, one sentence of context. Do not restate the sales pitch.

Day 5: Follow up on the specific action item the buyer owned from the recap. 'Just wanted to check — were you able to get time with your IT lead? Happy to join that conversation if it helps.'

Day 7: If no response, send a brief forward of the Day 0 email with a single line: 'Wanted to make sure this did not get buried — let me know if the timing has shifted.'

## When a deal goes cold (8-30 days of silence)
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