Sales follow up is where deals are won—or quietly lost. You’ve done the hard part by getting in touch with a lead. But if you’re not following up the right way, you could be pushing them away without realizing it.
The truth is, follow-up isn’t just a task—it’s a skill. It reflects how well you understand your buyer, how reliable you are, and how prepared you are to guide them through a decision. Every message you send plays a part in shaping their impression of you and your company.
In this post, we’ll break down the most common sales follow up mistakes and walk you through how to fix each one.
Sales Follow Up Mistake #1: Waiting Too Long to Follow Up
One of the biggest sales follow up mistakes is waiting too long to send that next message. When you let days—or worse, weeks—go by, you risk letting the lead go cold.
Why it hurts?
People get busy. They forget conversations. If you're not there to remind them or help them take the next step, someone else will.
How to fix it?
Use a CRM or calendar reminders to follow up within 24–48 hours. Even a quick, friendly check-in helps you stay on their radar.
Sales follow up is all about timing—don’t let delay be the reason a deal falls through. Early follow-up shows professionalism and commitment.
Sales Follow Up Mistake #2: Being Too Pushy
Have you ever walked into a store and the salesperson follows you around, asking you to buy something over and over? It gets annoying, right? That’s how it feels when someone follows up too much in sales.
Coming on too strong in your sales follow up can backfire fast. When buyers feel pressured, they often shut down.
Why it hurts?
Nobody wants to be sold to aggressively. The more pressure they feel, the less likely they are to say yes.
How to fix it?
Lead with value. Instead of pushing for a close, offer insights, ask thoughtful questions, and give them room to decide. Speak like a helpful guide, not a desperate seller.
If your sales follow up makes your prospect feel respected and informed, you’re doing it right. Respect builds trust—and trust helps close deals.
Sales Follow Up Mistake #3: Sending the Same Message to Everyone
Generic follow-ups make you look like you're not paying attention. No one likes to feel like just another name on a list.
Why it hurts?
It shows a lack of care. If you didn’t put effort into your message, why should they take the time to read it?
How to fix it?
Personalize each message. Mention something from your last chat or tie it to their specific pain points. Bring up something they shared, a goal they mentioned, or even an article they commented on.
Personalization makes your sales follow up feel like a conversation, not a script. It shows you’re engaged and invested.
Sales Follow Up Mistake #4: Not Offering Anything New
If your message only says "just checking in," it's probably not helping. Buyers are busy—they need a reason to keep reading. Give them something that will pique their interest.
If you're unsure how to structure your message, this lead follow up template can help you craft a message that adds value and keeps the conversation going.
Why it hurts?
"Just checking in" doesn't give them a reason to reply. It feels like a dead-end message.
How to fix it?
Every sales follow up should offer something useful—like a relevant blog post, product update, or answer to a question they asked. You can even share a customer story or testimonial that relates to their challenge.
The more helpful your sales follow up is, the more likely it is to move the deal forward. Be the person who adds value every time.
Sales Follow Up Mistake #5: Bad Timing
Following up when your lead is in meetings all day or out of the office can lead to ghosting.
Why it hurts?
Even if your message is good, if it lands at the wrong time, it might get buried and forgotten.
How to fix it?
Ask your prospect when’s the best time to reach out. Pay attention to cues and tailor your sales follow up timing accordingly. Consider using tools that let you schedule emails to hit their inbox at a better time.
Well-timed sales follow up can be the difference between getting a response or getting ignored. Timing + value = more replies.
Sales Follow Up Mistake #6: Not Keeping Track of Conversations
Forgetting what your prospect said—or worse, sending duplicate messages—is a quick way to lose trust.
Why it hurts?
It makes you look unorganized, and buyers start to question how you’ll handle their business if you can’t even manage a conversation.
How to fix it?
Use a CRM, a simple spreadsheet, or consider automating follow-ups and reminders to ensure nothing slips through the cracks.
Being organized in your sales follow up shows professionalism and attention to detail. It also helps you respond more effectively.
Sales Follow Up Mistake #7: Giving Up Too Soon
Most salespeople stop after 1 or 2 messages. But the reality? Many deals close after 5–7 follow-ups.
Why it hurts?
If you give up too early, you’re walking away from deals that just needed a bit more time or nurturing.
How to fix it?
Create a follow-up sequence that includes several touchpoints over a few weeks. Mix it up—use emails, calls, LinkedIn messages. Space them out, but stay present.
Consistency is key in sales follow up—don’t quit too early. Polite persistence pays off.
Sales Follow Up Mistake #8: No Clear Next Step
A follow-up with no call to action leaves the buyer wondering what to do.
Why it hurts?
Ambiguity creates confusion. If they don’t know what to do next, they probably won’t do anything.
How to fix it?
End every message with a simple CTA—whether it’s scheduling a meeting, replying with questions, or reviewing a doc. Be specific. Instead of “let me know,” try “Would next Tuesday at 10am work for a quick chat?”
Strong sales follow up includes a clear ask to keep things moving. Be easy to say yes to.
Use Digital Sales Rooms to Improve Your Sales Follow Up
If you want to make your sales follow up easier and more effective, tools like Digital Sales Rooms can help.
You can centralize all the key info—like your proposal, demo video, or client testimonials—in one link. That way, your prospect can access everything they need at any time. It saves them from digging through old emails and gives them a smoother path to buying.
These tools also show you who’s viewing what and when, helping you time your next follow-up perfectly. Less guesswork. More insight.
Digital tools help you follow up smarter and keep the deal moving forward. They also make you look organized, modern, and easy to work with.
Conclusion
Cleaning up your sales follow up process doesn’t require a full overhaul—just small, smart changes. From better timing to clearer messaging, each tweak brings you closer to the close.
Look at your current follow-up habits and ask yourself: which mistake am I making? Then take the first step to fix it. Most salespeople don’t lose deals because they’re bad at selling—they lose them because they’re not following up the right way.
The next time you're about to send a follow-up, pause and ask: Does this message help the buyer? Does it move the deal forward? If not, tweak it.
Remember, good sales follow up can be the difference between a cold lead and a closed deal. Be the one who keeps the momentum alive.
Frequently Asked Questions About Sales Follow Up
1. How many follow-ups are too many in sales?
Usually, 5–7 well-timed follow-ups are safe. Always add value and avoid spamming. If you’re not sure, ask your lead if they’d like updates and how often.
2. What is the best time of day to follow up with a lead?
Mid-morning or mid-afternoon tends to work best—avoid early mornings and late Fridays. Test different times and pay attention to patterns.
3. Should I follow up by email or phone?
Use both. Start with email, then try a call or LinkedIn message if there’s no response. Don’t be afraid to switch channels.
4. What should I include in my follow-up message?
Reference your last chat, offer something helpful, and include a clear next step. Make it easy to reply.
5. How long should I wait before the next follow-up?
1–3 business days is a good rule of thumb. Adjust based on the lead’s pace and preferences. And if they ask for more time, respect it.
