Mastering the Art of the Follow-up "How to Stay on Their Radar"

The fortune is always in the follow-up. You’ve probably heard that before, right? It’s one of those business clichés that gets tossed around all the time, but here’s the thing—there’s a reason for that. Because it’s absolutely true. You can have the best pitch in the world, the most polished presentation, and a product or service that genuinely solves a problem, but if you’re not following up, you’re leaving opportunities on the table. And let’s be honest, you’re also making it easier for your competitors to step in and take your place.

Follow-up isn’t just about checking in—it’s an art. It’s the difference between being forgotten and being the first person they think of when they’re finally ready to make a decision. It’s about being persistent without being annoying, visible without being intrusive, and valuable without being overbearing. It’s about staying on their radar in a way that feels natural, seamless, and, dare I say, even welcomed.

The biggest mistake I see people make with follow-ups? They assume silence means no. Just because they haven’t responded yet doesn’t mean they’re not interested. People are busy. Their inboxes are overflowing, their calendars are packed, and their priorities shift by the minute. If you take a lack of response personally, you’re missing the bigger picture. The key is to stay present without pressure. Be the name they remember when the timing is finally right.

So, how do you do that? First, let’s talk about mindset. Following up isn’t bugging someone—it’s serving them. If you truly believe in what you’re offering, if you know it can make their life or their business better, then following up isn’t about selling—it’s about helping. When you shift your mindset from "I don’t want to bother them" to "I’m here when they’re ready," everything changes.

Now, let’s get into strategy. The worst kind of follow-up is the one that sounds like, "Just checking in to see if you’ve made a decision." That doesn’t add value. That doesn’t keep you memorable. That’s a surefire way to get ignored. Instead, make your follow-ups meaningful. Share a relevant article, reference a conversation you had, offer a new insight that might help their decision-making process. The goal is to remind them why they should want to work with you, not just why they should respond.

Timing is everything, but consistency is king. A single follow-up email won’t cut it. You need a system, a rhythm. Maybe that means reaching out every couple of weeks, maybe it means every month. But if you think one and done is enough, you’re mistaken. Follow-ups work when they create familiarity, and familiarity builds trust. The more someone sees your name—without feeling pressured—the more likely they are to engage when the moment is right.

One of the best follow-up techniques I’ve ever used is the "soft close." Instead of asking, "Do you have time for a call?" say, "I’ll be in your area next week and would love to stop by for a quick hello—does Tuesday or Thursday work better?" Giving options makes it easier for them to say yes. It’s a subtle shift, but it works wonders.

Let’s talk about different ways to follow up. Email is great, but don’t rely on it alone. People skim, they forget, they move on. Pick up the phone. Leave a voice message that’s warm, professional, and to the point. Send a LinkedIn message. Engage with their content. Send a handwritten note if it makes sense. The key is to mix it up so you don’t feel repetitive.

Social media is one of the most underrated tools for follow-up. If they’re posting about something exciting, comment on it. If they’re sharing insights, engage with them. It keeps you in their orbit without you having to directly ask for anything. Sometimes staying on their radar is just about being part of their world in a meaningful way.

A follow-up should never feel like it’s all about you. It should feel like it’s about them. Ask questions, be curious, show genuine interest. When people feel like you actually care—not just about closing the deal, but about them as a person—they’re far more likely to engage with you.

And let’s talk about patience. Because I know it’s easy to get frustrated when someone doesn’t respond after your second, third, or fourth follow-up. But let me tell you something—some of my biggest deals took over a year of follow-ups. Not because they weren’t interested, but because the timing wasn’t right. Had I given up after the first few tries, I would’ve lost out on major opportunities.

So what happens when someone tells you no? First, take it with grace. A no today doesn’t mean a no forever. Keep the door open. Respond with something like, "Totally understand, I appreciate your time. If anything changes down the road, I’d love to reconnect." You’d be surprised how often people come back months later when circumstances shift.

Now, let’s talk about confidence. Because this is huge. If you approach follow-ups with hesitation, people will sense it. If you’re second-guessing yourself, it shows. But if you approach it with certainty—knowing you have something valuable to offer—people respond to that energy. Confidence is contagious.

I also want to stress the importance of keeping track of your follow-ups. Use a CRM, a spreadsheet, even a notebook if that works for you. But don’t just rely on memory. Knowing when you last reached out, what you said, and how they responded helps you stay organized and intentional.

Following up isn’t just about closing deals—it’s about building relationships. It’s about positioning yourself as someone they trust, respect, and, when the time comes, want to work with.

And let’s be real—most people don’t follow up enough. That’s the truth. They assume silence means rejection, and they move on. But those who master the follow-up game? They win. They get the opportunities. They get the deals.

So here’s your challenge: Take a look at your pipeline. Who haven’t you followed up with recently? Who could use a friendly check-in? Who needs to be reminded that you exist? Make a plan, send that email, pick up that phone. Do it with confidence, do it with purpose, and watch how the doors start to open.

Mastering the art of the follow-up isn’t just a skill—it’s a mindset. It’s about being intentional, being present, and playing the long game. And when you do it right? You’r