Follow Up and Close the Sale

“How many sales have you missed because you weren’t bold enough to follow up?” In Follow Up and Close the Sale, Jeff Shore explores how persistence in the sales process can turn "no" into "yes."

1. The Emotional Journey of a Buyer

Sales decisions often stem from emotions, not logic. From dissatisfaction with their current situation to the excitement of solving a problem, buyers experience an emotional high during the sales pitch. However, this emotional altitude can fade quickly. If you don’t follow up while emotions are still strong, you risk losing the sale.

For example, Shore recounts meeting a ghostwriter who explained how her service could save him time. This triggered a mixture of dissatisfaction and excitement in him. Yet, the ghostwriter waited three weeks to follow up. By then, Shore’s emotional connection to her offer had disappeared, and with it, her chances of closing the sale.

Successful sales hinge on capitalizing on this emotional altitude immediately. When the buyer is feeling optimistic about solving a problem or fulfilling a desire, even the downsides seem smaller. Rapid follow-ups keep their emotional investment high and increase the prospects of making a sale.

Examples

• Shore's experience with the ghostwriter illustrates how delays hurt sales momentum.
• Heightened emotions help buyers overcome cost concerns, but these feelings cool over time.
• A quick call or message after a pitch can keep potential buyers engaged and willing to proceed.

2. Overcoming Resistance to Follow-Up

Resistance—an internal voice urging you to avoid difficult tasks—is one of the biggest obstacles in sales. It often stops salespeople from making the necessary follow-up calls, leaving opportunities untapped. This resistance stems from fear of rejection, telephobia, or the discomfort of hearing "no."

Research indicates that buyers generally say no several times before they eventually agree to buy. Yet, most salespeople give up after just two or three attempts. To thrive, you need to confront that resistance and push through it to maintain persistence in follow-ups.

By deciding beforehand to tackle follow-ups as your first task of the day, you sideline resistance before it sets in. The key is to observe resistance as a reaction and not a reality. Turning resistance into action transforms a challenging process into meaningful achievement.

Examples

• The average salesperson gives up after just a few attempts, leaving deals unrealized.
• Resistance encourages procrastination, like browsing online instead of making calls.
• Planning ahead to prioritize follow-up calls disarms resistance before it takes hold.

3. Personalize Your Follow-Up Using Notes

Paying attention during the initial meeting gives you valuable ammunition for your follow-ups. Small details can make your follow-ups feel personal, showing the buyer you genuinely care about their needs and preferences. This personalization strengthens the emotional connection between you and the buyer.

Shore shares an example of a real estate agent meeting a mother with kids in karate. Rather than a generic follow-up, the agent referenced local karate schools to show attentiveness to her needs. This tailored approach reinforced the impression that the agent actively cared about making her life easier.

Personalization also helps navigate the brimming emotional side of buying. Offering specific solutions and attentively engaging with concerns keeps buyers emotionally invested in the process and thinking about how the offer can suit them long-term.

Examples

• A real estate agent points out karate schools for a mother during follow-up.
• Tailored communication reflects genuine care, rather than a standardized sales strategy.
• Thoughtful summaries of the product’s benefits can address lingering doubts between meetings.

4. Simplify the Buying Process to Avoid Elimination

When buyers are confronted with too many options, they naturally eliminate choices to simplify their decision-making process. If your product feels overly complicated or if you fail to stay memorable, you risk being excluded from consideration.

Buyers tend to lean toward options that feel easy—whether that means effortless communication, user-friendly websites, or streamlined buying experiences. Perception shapes decisions more than logical facts, so simplifying interactions can enhance your prospects.

Frequent follow-ups also prevent potential buyers from forgetting your offer. Remaining present in their thoughts reduces the likelihood of them ignoring you altogether during their process of elimination.

Examples

• Buyers might drop a TV brand with a confusing website from their options.
• Seamless follow-up calls signal an easy and reliable buying experience.
• Repeated engagement ensures you remain in the customer’s consideration.

5. Face-to-Face and Phone Calls Create Stronger Emotions

Sales is inherently emotional, and nothing conveys emotion better than face-to-face communication or phone calls. Through tone, expression, and dialogue, these interactions allow you to build rapport and connect emotionally with prospects.

Emails, while convenient, lack the vibrancy needed to stir emotions. Without warmth or an immediate response, they often go unread or forgotten. Shore advises reserving emails exclusively for dense or technical information—a supplement, not a replacement, to emotional face-to-face or voice-based follow-up.

Human conversations let you clarify concerns, explain benefits, and assess tone in real-time. These cues make buyers feel understood and supported, boosting your chances of closing the deal.

Examples

• Face-to-face connection allows you to read body language and gauge reactions.
• Phone calls convey warmth and passion through tone, fostering trust.
• Emails should only transmit attachments or detailed information—not replace personal touches.

6. Timing Matters: Follow-Up Quickly

The faster you respond, the greater your chance of winning a sale. Speed signals reliability, trustworthiness, and commitment. Buyers often assume that quick communication translates to care and a genuine interest in serving them.

Slow follow-ups, on the other hand, leave room for doubts, competition, or even forgotten emotional connections. Ensure that customers feel prioritized by responding promptly and with an eagerness to address their concerns.

You’ll not only solidify emotional trust but also position yourself as a dependable choice compared to less responsive competitors.

Examples

• Quick responses indicate your attentiveness to potential buyers.
• Customers are more likely to buy from someone who replies promptly.
• Speed keeps emotional momentum alive before doubts creep in.

7. Revisiting Old Leads Can Reignite Interest

Shore explains that prospects who almost bought from you before are prime candidates for future sales. Life conditions change, and what wasn’t viable before may become feasible later. Reaching out at the right time can recapture lost interest.

Take Shore’s accident while considering a mountain bike purchase. His doubts won in the moment, but weeks later, his interest returned. Had the salesperson checked in, the sale might have gone through. Building long-term relationships ensures you’re there when conditions align for the customer to buy.

Personalized notes are a powerful tool for re-engaging with previous leads. A quick reminder that you remembered their specific preferences can set the stage for a renewed conversation.

Examples

• Shore’s own mountain bike story highlights how accidents can derail plans temporarily but not forever.
• Life circumstances like unexpected expenses can delay, not eliminate, interest in a product.
• A handwritten note conveys sincerity while renewing the connection.

8. Buyers Seek Sellers Who Show They Care

Authentic care builds trust and converts hesitant prospects into buyers. Demonstrating empathy and addressing customer needs turns sales into a collaborative process rather than a sales pitch.

The karate school example earlier is one way care goes beyond generic interactions. Sending thoughtful messages that express concern signals a deeper commitment to the buyer’s satisfaction instead of treating them as just another sale.

Genuine outreach makes buyers feel valued and understood, increasing their willingness to hear you out and trust your intentions.

Examples

• Prospects favor salespeople who personalize messages to reflect their unique needs.
• Building relationships goes beyond closing a sale—it cements loyalty.
• Thoughtful actions like sending birthday greetings or exclusive offers deepen customer bonds.

9. Sales Takes Persistence, Patience, and Courage

Sustained follow-ups require you to embrace rejection and keep pushing forward. Top salespeople understand that hearing “no” is often just part of the journey to “yes.” Patience to keep asking—while addressing buyers’ hesitations—is a hallmark of thriving sales practices.

Instead of treating obstacles like rejection as signs of failure, reframing them as steps in the sales process empowers you to persist. With time, patience, and courage, you’re more likely to come out on top.

Examples

• Reaching out multiple times ensures you’re persistent without being pushy.
• Past data confirms that “no” is often temporary rather than definitive.
• Courage transforms follow-ups from daunting tasks into growth opportunities.

Takeaways

1. Show buyers you genuinely care by personalizing every follow-up to address their needs, preferences, and situations. Small thoughtful acts go a long way.
2. Leverage the power of speed—respond quickly to inquiries to build trust and maintain emotional momentum.
3. Never discount old leads; life circumstances change, offering fresh opportunities to reconnect, rebuild, and reignite interest.