Sales Follow Up Template

Maximize your sales potential and keep your buyers engaged with this sales follow up template. Increase your post-demo conversion, and make it easy for your buyers to take that next step.

A snapshot from the sales follow up template against a blue-green background.

Table of contents

Who should use this template?

Account Executives, SDRs, and anyone else in a sales team who is looking to increase their post-demo conversion rates, and make it easier for their buyers to buy from them.

If your sales process is:

  • relatively straightforward
  • high velocity
  • involves fewer than 5 stakeholders

then this template is perfect for you.

What’s the purpose of this template?

In the simplest terms: to stop you from getting ghosted.

An effective sales follow up process after a call or demo is critical to keep customers engaged and thinking about you & your business.

Emails with attachments, or sending clients to multiple tabs does anything but that. 

The more straightforward and easy-to-navigate your sales follow up process, the higher the chances of them taking the actions you want them to take.

This brief yet informative sales follow up template was created to ensure your customers have a clear path ahead of them to find their way to your product.

How does a structured sales follow up process benefit the overall sales journey?

A structured and effective sales follow up process helps you foster a strong, healthy relationship with your customers and significantly increases your chances of closing deals. It’s a crucial process for every successful sales team that should be very well thought out and planned.

Let’s dive deeper into some of the major advantages.

Building Trust

Regular and consistent check-ins demonstrate your commitment and professionalism. It signals to your prospects that their business is valued, and you are willing to invest time and effort to better their processes.

Nurturing and developing these strong relationships based on mutual trust can not only earn you their business, but lead to repeat purchases and referrals.

Reiterating Value

An effective follow up will help reinforce your product or service’s unique value proposition to your potential buyers after you both leave the call. Ideally, it leaves them with a record of what you offer, why it’s relevant for them, and how it solves their existing problems.

It’s also an opportunity for you to provide them with even more persuasive materials and information regarding your solution - some examples could be success studies, testimonials, security certifications, and other materials.

Reminding them of these benefits they will receive can be an extremely persuasive tool when you’re not in a meeting or in the room with them.

Higher Conversion Rates

A well-executed follow up process increases your chances of converting leads into new customers. That’s because you’ll be supporting their decision making throughout the sales journey with small nudges and useful information that keep your product or service continuously in their consideration. 

Even if they’re not ready to purchase right away, you will stay fresh in their minds when they actually do decide to take that next step, and they’ll be more likely to reach out to you as opposed to your competitors.

Reduced Sales Cycle Length

By following up with your prospects frequently, and addressing their concerns & questions promptly, you will be keeping them warm and engaged with your product.

Having an effective follow up process like this, coupled with the trust you’ve built will make it a lot easier for your buyers to be able to make a purchase decision with confidence and ease.

As a result, you will move your prospects through the sales funnel a lot more quickly.

What are the key elements of an effective sales follow up?

While an effective sales follow up is not a one-size-fits-all, and you should always make sure that whatever technique you want to try is adapted and in line with your prospects’ unique needs, there are some general guidelines to keep in mind.

Let’s go over them one by one.


Timing is of the utmost importance in sales follow up. There is a very fine line between being firm and persistent vs. clingy and pushy - striking a balance between the two can be challenging. 

Some of the factors that you might want to take into account are:

  • Where the prospect is at the buying journey
  • Their level of interest
  • Specific time constraints they may have.

65% of B2B buyers say they would change products or services if the company was not making an effort to personalize communications for them. 

So when you’re reaching out to buyers for follow ups, personalize as much as possible and make sure to use their name in messages.

You can reference and mention:

  • Your previous interactions
  • Specific pain points
  • What they’re looking for in a solution
  • What their business priorities are.

It shows that you were attentive during the meeting, and truly value them and their business.

Clear and Compelling CTA

Each sales follow up should have a clear purpose for why you’re reaching out, and what you’re expecting your prospects to do. Whether you want them to sign up to your product or schedule a demo, you should make it easy for them to understand what they need to do, and take the next step.

💡 Hot Tip: Flows lay out everything your buyers need to do, when, and how in a single link. They also hold all of the necessary resources and links, so there’s no confusion over their next step ever again.

Educational Content

Modern B2B buyers are expecting to receive more helpful content throughout the sales cycle. You should pay special attention to share relevant content that educates and informs them about your industry, products, or services.

This could look like sharing your blog posts, infographics, slides, videos, or other media. This will establish you as a trusted advisor for them, and help build credibility.

Tracking & A/B Test

At the heart of perfecting your sales follow up technique is to systematically monitor your actions and their outcome. That way, you can determine which approaches, frequency, or messaging yields the best results and then adjust your strategy accordingly.

A/B testing can be super helpful to optimize your process over time. 

💡 Hot Tip: Flowla offers you detailed insights on your prospects’ behavior on the flows, how much time they spend on each content, as well as individual reports for each content so you can spot what material and strategy works with ease. 

Learn more about insights here.

To conclude, a strong and effective sales follow up strategy is a critical component of any successful buying journey. It improves and eases communication, builds trust, and contributes to a more pleasant sales process for both buyers & sales teams alike.

By creating a clear picture of the process in your buyers’ minds, nurturing your relationship, and keeping them engaged, you can shorten deal cycles and drive long-term success.

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Template Features

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Embedded Content

Task Automation