Most lost sales aren't lost to a "no", but to silence. The prospect was interested, then got busy with something else. A well-timed follow-up would have been enough.
The right timing
A simple sequence works well:
- Two or three days after sending a quote: a short question.
- A week later: something useful (an example, an answer to a common objection).
- Two weeks later: a final message that leaves the door open.
After that, switch to a quarterly check-in or stop.
The right tone
- Short: three or four sentences.
- Personal: mention the specific project.
- Useful: bring something new with every message.
- Easy to decline: "If this is no longer a priority, just let me know."
What not to automate
Answers to a specific question, negotiations and delicate situations. Automation is there so nothing gets forgotten, not to replace the conversation.
Stop automatically
A good sequence stops as soon as the prospect replies. Nothing is more annoying than an automatic reminder after you've already said yes.
Follow the law
In Canada, commercial electronic messages are governed by Canada's Anti-Spam Legislation (CASL). Identify yourself clearly and always offer an easy way to unsubscribe.
