Why Following Up Is the Most Profitable Thing You’ll Do This Month

Richard Palmer
Nov 14
2 min read

Most sales don’t fall through because of price. They fall through because the seller never follows up.

If you’ve ever heard “we’ll think about it” and then never heard back, you’re not alone. Follow-up is where most small business sales are won, or quietly lost.

Let’s explore why effective follow-up is the most profitable activity you can do this month, and how to do it without feeling pushy.

1. Following Up Shows Professionalism

When you follow up promptly and consistently, it sends a powerful message: you care enough to stay in touch.

Customers are busy. They forget. They get distracted. Following up isn’t chasing; it’s helping them make the decision they already intended to make.

Professional salespeople follow up because they respect their customers’ time and their own.

2. The Numbers Don’t Lie

Studies repeatedly show that:

48% of salespeople never follow up after the first contact
80% of sales require at least five follow-ups
Most people give up after two

If you follow up more times and more effectively than your competitors, you will win more business.

3. It Keeps You Top of Mind

Every email, call, or message is another chance to remind your customer that you’re there when they’re ready. Timing is everything in sales. Your offer might not have been right last week, but next week it might be exactly what they need.

Consistent follow-up ensures you’re remembered when the timing is right.

4. It Builds Trust and Credibility

When you follow up politely, professionally, and predictably, customers see you as reliable.They start to believe you’ll be just as dependable once they buy from you.

That’s why follow-up isn’t just about closing sales, it’s about building relationships that create repeat business and referrals.

5. Systemise Your Follow-Up

If you want better results, make follow-up a system, not an afterthought.

Schedule reminders in your CRM or diary.
Create a short sequence of helpful emails.
Add value in each message rather than just asking for a decision.

When follow-up is consistent, sales become predictable.

Are You Following Up Effectively?

Most small business owners think they follow up “enough”, but when they measure it, they’re surprised by how few contacts they actually make.

If you’d like to find out how effective your follow-up really is, take the free Sales Skills Scorecard.

It takes five minutes and gives you a personalised report showing where your sales process might be breaking down, including follow-up consistency, relationship-building, and results.