How many email follow-ups should I send to a lead?

I want to share with you 4 statistics and I think you’ll get the answer to today’s question from them. Then I’ll share what I do and why I do it.

Why is follow-up vital

80% of sales require 5 follow-ups after the first meeting or conversation.

44% of sales reps give up after 1 follow-up and the average give up after 2.

50% of leads that enter a sales pipeline are not ready to buy in the near term.

On average, decision makers consume 5 pieces of content before being ready to speak to a sales rep.

Do you see a trend yet?

At a bare minimum, you need 5.

For me, I keep following up until I get a “No.”

Standing out

I’ve heard stories from salespeople who have landed their White Whale with 50+ follow-ups. It’s about persistence and making yourself stand out that often times wins the project.

Why re-marketing ads work so well? No doubt you’ve been followed around the internet like me a few times and then gone ahead and bought that product or service.

In episode 188 – What do you do to position yourself as an expert to leads I shared the results of a Twitter poll that I ran which revealed that over half answered that they did not have a formal follow-up process and 29% had a process that was the “just checking in to see if you got my last email?” follow-up.

In Stop the Cycle, a course that Curtis McHale and I run, you can learn the exact sequence of follow-up, the content within those emails, and how to progress your follow-up sequence so that signing on the dotted line makes perfect sense to your lead as the next step.

A simple follow-up can answer your most asked questions

Here’s the interesting part of all this.

You want to stand out from the crowd, you want to position yourself as an expert to command higher rates, you want to close more deals, and you wonder how many times to “bug” a lead to sign that proposal.

You can kill 4 birds with one stone just by having a simple 5-part follow-up sequence.

Just by having a follow-up sequence you are standing out in a much smaller percentage of service providers.

Having a follow-up sequence that provides the lead with resources and content give you the ability to close that education gap that decision makers need to do prior to signing on the dotted line.

This also positions you as the expert in the space to that lead.

And if 80% of sales close after 5 touch points and decision makers need 5 pieces of content before making that decision, well, send off 5 follow-up emails.


You rock! 🤘


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