Following up is an easy thing to overlook. You might put a lot of energy into preparing for meetings or running discovery calls but then send follow-up emails that feel generic or unclear. If the next step isn’t obvious, you risk losing momentum. A strong follow-up reinforces your expertise and keeps the conversation moving forward.

Pipedrive’s Will Sigsworth says follow-ups are key to nurturing customer relationships and clarifying next steps in the sales journey. Whether you’re sending a courtesy email or checking in after a call, follow-ups allow you to build trust and close deals faster. In this issue of PromoPro Daily, we share his tips for following up without sounding pushy.

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  1. Begin with value selling. When a new lead enters your pipeline, Sigsworth says you should add as much value as possible upfront. New leads are unlikely to trust you at first but by guiding them and acting like an advisor, you can earn it to close the deal.

  2. Use data and insights. Every time you follow up, you should back up claims with valid customer data, third-party statistics and anecdotes from industry thought leaders. Sigsworth also recommends leveraging social proof like testimonials and case studies to show the results you’ve generated for similar clients.

  3. Use automation effectively. For automation to be effective, he says you need to combine it with personalization. For example, some software allows you to send automated personalized emails whenever a lead reaches a certain pipeline stage.

  4. Be clear about your product or service. Sigsworth says it’s important to use concise email copy to describe what your product or service involves. Avoid complex jargon and use words and phrases that clearly outline what you do and why the lead should buy from you.

  5. Create visually appealing emails. Your follow-up emails should also be clear and professional. This helps entice recipients to read the message. Sigsworth recommends using white space, adding a clear CTA and highlighting the most important information.

The best follow-up emails don’t feel like a sales tactic. They feel helpful. When you keep things clear and make the next step obvious, you make it easier for prospects to continue the conversation — and easier for yourself to move deals toward the finish line. Done well, follow-ups build trust and keep your pipeline active without adding pressure.

Compiled by Audrey Sellers
Source: Will Sigsworth is the head of SEO at Pipedrive. He contributes blogs on SEO and marketing.