The Follow-Up That Everyone Skips (And Why You're Leaving Money on the Table)

Choosing the right intranet can transform how your organization communicates, collaborates, and shares knowledge.

Download Haystack’s 2026 Intranet Buyer’s Handbook to confidently compare platforms, identify must-have features, and avoid costly mistakes.

When you’re ready to see our modern solution in action, explore how Haystack connects employees to the news, tools, and knowledge they need to thrive.

You’ll also discover how the platform drives engagement, retention, and productivity across your workforce here: Industry leading engagement begins here.

Start 2026 with a smarter strategy—and build a workplace employees actually love.

Download The Free Guide

Here's the hard truth that'll probably make you uncomfortable:

Most sales don't happen on the first contact. Or the second. Or even the third. Studies show it takes an average of five to twelve touchpoints before someone buys. But here's the kicker – most salespeople give up after one or two attempts. They're literally walking away from money that's sitting right there, waiting to be collected.

Zig doesn't sugarcoat it. He says if you're not following up consistently, you're not really in sales. You're just taking orders from the small percentage of people who were ready to buy immediately. Everyone else? You're handing them to your competitor who actually bothers to stay in touch.

But this chapter goes way deeper than "call people back." Zig breaks down the psychology of why follow-up works, how to do it without being annoying, and how to create systems so you're not relying on memory or motivation. Because let's be real – when you're busy, follow-up is the first thing that gets dropped. And that's exactly when you're bleeding the most money.

Key Takeaways:

Your Action Plan:

First, audit your current follow-up game and prepare to feel bad about it. Go through your pipeline right now. How many prospects did you contact once or twice and then just... forgot about? How many people said "not right now" and you never circled back? Write down that number. That's your ghost money – deals you could've closed if you'd just stayed in the game.

Second, build a follow-up system that doesn't rely on you remembering anything. Use a CRM, a spreadsheet, calendar reminders, whatever works. But here's the key: schedule your next follow-up immediately after every interaction. Not later. Not when you get back to the office. Right then. If someone says "call me in two weeks," you put that in your system before you hang up. No exceptions.

Third, create a follow-up sequence template. Map out exactly what you'll send or say at each touchpoint. First follow-up: send the information you promised. Second: share a relevant article or case study. Third: check if their situation has changed. Fourth: offer a free consultation or assessment. Fifth: share a customer success story. You get the idea. Each contact should give them something useful, not just remind them you exist.

Fourth, diversify your follow-up methods. Don't just email. Call. Send a handwritten note. Drop off something useful at their office. Record a quick video message. Text if appropriate. Mix it up. Different people respond to different channels, and variety keeps you from blending into the noise.

Fifth, set up trigger-based follow-ups for life events and business changes. Someone got promoted? Congratulate them and ask about new challenges. Their company just announced an expansion? Reach out about how you can support growth. Their busy season just ended? That's when they have time to talk. These moments are gold because you're reaching out when it's actually relevant to their world.

Sixth, stop saying "just checking in" or "circling back" or any of that weak language that screams "I have nothing valuable to say but I'm supposed to follow up." Every single contact should have a reason. "I saw this article about the challenge you mentioned and thought of you." "A client just had success with something similar to your situation." "You mentioned you'd be making a decision in Q2 – wanted to see where things stand." Give them a reason to engage.

Seventh, track your follow-up conversion rates. How many touches does it actually take before people buy from you? What methods work best? What timing gets the most response? You can't improve what you don't measure. After a few months of data, you'll see patterns. Maybe most of your deals close after the fourth touchpoint. Maybe Tuesday mornings get better response than Friday afternoons. Use that intel.

Eighth, and this is crucial: follow up with current customers, not just prospects. This is where most salespeople completely drop the ball. They close the deal, collect the check, and disappear until renewal time. Meanwhile, happy customers are sitting there ready to buy more, refer their friends, or give you testimonials – but you're ignoring them while you chase new leads. Check in on their results. Ask how it's going. Make sure they're getting value. This is the easiest money you'll ever make, and you're probably leaving it on the table.

Ninth, prepare for the long game. Some of your best deals will come from people who said no a year ago. Their situation changed. Their budget opened up. Their current vendor screwed up. But if you're not still in touch, they won't remember you exist. Keep the door open with people who aren't ready yet. Send them valuable content quarterly. Congratulate them on company milestones. Stay human, stay helpful, and stay patient.

The big takeaway? This chapter isn't sexy. It's not about clever closing lines or psychological tricks. It's about the boring, unglamorous work of staying in touch with people over time. And that's exactly why most salespeople skip it – which is exactly why it's such a massive opportunity for you.

Zig's point is simple but brutal: you're probably working way harder than you need to because you're constantly chasing new leads instead of harvesting the ones you already planted. You're starting from scratch every month instead of building momentum from all the relationships you've already started.

The salespeople making the most money aren't necessarily the best closers. They're the ones who don't give up on people. They're the ones who create systems so good follow-up happens automatically. They're the ones who stay in the game long enough to be there when the prospect is finally ready.

Think about it: you've already done the hardest part. You got their attention. You had the conversation. You built some level of trust. And then you just... walked away? That's insane. That's like planting a garden and never watering it.

Follow-up is where average salespeople become great ones. Not because it's complicated. Because it's consistent.

Stop leaving money on the table. Stay in touch.