What is a sales follow-up?
A sales follow-up is any contact a rep makes after an earlier touch, to keep a conversation going or move a prospect to the next step.
Why it matters for sales teams
Deals often need more than one touch to move forward. Prospects are busy, emails get buried and calls go to voicemail. Consistent follow-up keeps the rep in front of the prospect until the timing is right, and it shows reliability, which matters in a buying decision.
Good follow-up adds something each time: a relevant example, an answer to a question raised earlier, or a clear next step. A message that only says "just checking in" gives the prospect nothing new.
Example
After a discovery call, a rep sends a recap within the hour with the problems discussed and the agreed next step. Three days later, she sends a short example from the prospect's industry. A week later she calls to confirm the demo time and asks who else should attend. Each touch has a purpose and is logged in the CRM.
Follow-up vs cadence
A sales cadence or sales sequence plans repeated touches for prospects who have not engaged yet. Follow-up after a conversation is usually more personal, based on what was said and what was agreed.