Follow-Up Playbook

The 7-touch sequence, nurture content ideas, and reactivation campaign templates. This is where you double the business.

Golden Rules

Speed Wins

Lead comes in at 10:00 AM, you follow up at 10:01. This is not dating. Don't play it cool. Faster follow-up = more sales.

7 Touches Minimum

Research says follow up at least 7 times. Most salespeople give up after 1-2. The fortune is in the follow-up.

Always Book the Next Step

Never leave a meeting without a concrete next action in the calendar. "I'll follow up sometime" is a dead lead.

48-Hour Peak Window

First 48 hours after a presentation is the peak moment for conversion. Front-load your best follow-up here.

The 7-Touch Follow-Up Sequence
Same Day Touch 1: Thank You + Recap
Send within hours of the presentation. Recap what was discussed, confirm the prize they're after, and attach any visual aids (deck, brochure) you showed.
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Day 2 Touch 2: Address the Open Item
Follow up on a specific item from the discussion. If they said "I need to check with my director" or "timing is tricky," this is your reason to reach out.
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Day 5 Touch 3: New Insight or Resource
Share something valuable that wasn't in the presentation. A relevant insight from your golf bag, a case study, or a piece of research that relates to their situation.
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Day 10 Touch 4: Social Proof
Share a customer testimonial or success story from someone in a similar situation. Video testimonials are the most powerful format.
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Day 17 Touch 5: Time-Sensitive Angle
Introduce urgency without being pushy. A special offer, a limited availability window, or a pricing change that's coming up.
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Day 25 Touch 6: New Data or News
Share new research, industry news, or data that reinforces why their problem matters and is getting more urgent.
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Day 35 Touch 7: Direct Check-In
Simple and honest. Ask where they stand. If they're not ready, that's fine — transition them to the nurture sequence.
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Nurture Sequence Ideas

After the 7-touch sequence, shift to lighter, ongoing touches. Mix these content types on a regular cadence (bi-weekly or monthly).

🎓 New Insights

Share frameworks, research, or perspectives that demonstrate expertise. Pull from your insight golf bag and adapt to current events.

⭐ Customer Testimonials

Video is best. Written case studies work too. Show results from people in similar situations. Let the social proof do the selling.

🎁 Special Offers

Time-limited pricing, bonus additions, or early access to new features. Create genuine scarcity, not manufactured urgency.

📰 Industry Commentary

React to news, trends, or regulatory changes in your space. Position yourself as the expert who sees patterns others miss.

📊 New Data / Research

Share relevant stats, reports, or benchmarks. Original data you've collected is the most valuable and differentiating.

💬 "Still Interested?" Check-ins

Simple, honest touchpoints asking if the outcome they wanted is still a priority. Low pressure, high signal.

Reactivation Campaign

"Have You Given Up on X?"

When nurture touches stop getting responses, it's time for the reactivation email. This is a direct, honest ask that either re-engages the prospect or cleans your pipeline. If they re-engage, they go back to the start of LAPS as a fresh lead.

Re-engagement flow: If they respond "still interested" → send them an assessment or calculator → they become a new lead → restart the LAPS cycle from Appointments.