The Art of the Follow-Up: Why Most Sales Happen After the 5th Contact

When it comes to closing sales, many marketers give up far too early. They send one email, maybe two, and if they don’t get a response, they move on. But the truth is, most sales don’t happen on the first contact—or even the second. In fact, studies show that 80% of sales are made between the 5th and 12th contact. This means that if you're not following up consistently, you're leaving money on the table.

Why Don’t People Buy Right Away?

There are many reasons why a prospect may not respond immediately:

They’re busy or distracted.
They’re not quite ready to make a decision.
They need more information or trust before saying yes.
They forgot or missed your initial message.

Your job as a marketer is to stay gently persistent, present value, and remain visible—without being annoying.

The Psychology of Persistence

Every follow-up is a chance to:

Build trust by showing reliability.
Reinforce your message and benefits.
Answer objections or address concerns.
Create urgency or remind them of limited offers.

Follow-ups should not be copy-paste repetitions. They should be thoughtful, helpful, and timed strategically.

Best Practices for Effective Follow-Ups

Space them out smartly. Don’t flood their inbox daily. Wait 2–3 days, then 5, then a week—adjust based on context.
Vary your message. Share a tip, a success story, a FAQ, or a free resource—each message should bring new value.
Use multiple channels. Combine email, text, messenger, or even direct mail where appropriate.
Include clear next steps. Whether it's booking a call, replying with questions, or clicking a link—always guide them.
Know when to stop. Don’t harass. After 8–12 follow-ups, it's okay to pause or ask if they’d still like to hear from you.

Real-World Example

Let’s say you're promoting an online course. Your sequence might look like this:

Intro email – here’s what the course is and who it’s for.
Reminder – you may have missed this; here’s a success story.
Free bonus – download a sample lesson or checklist.
Overcome objections – answer common “but what if…” concerns.
Testimonial – show how someone like them benefited.
Last chance – limited spots or closing date reminder.

By the fifth or sixth email, you're finally in the zone where most sales happen.

The Fortune Is in the Follow-Up

If you want to stand out in today’s crowded digital landscape, it’s not about shouting louder. It’s about showing up consistently with relevant, human-centered messages. Follow-up is not nagging—it’s caring. It shows the prospect that you didn’t just vanish when they didn’t bite the first time.

So next time someone doesn’t respond? Don’t write them off.

Follow up. Follow smart. Follow through.

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Monday, May 5, 2025