In this video Matt Ryder argues that sales follow‑ups fail not because of bad timing but because reps use them as a crutch when there is no genuine buying intent. A true follow‑up should only be used when the prospect already wants the product and the only obstacle is a logistical barrier (e.g., budget approval, internal process, timing). Ryder outlines a concrete process: first ask the prospect how long it will take to clear the barrier, then propose a slightly shorter target date and get agreement on it. Next, negotiate a specific cadence for check‑ins (e.g., once every five days) and use each contact to confirm progress, offer help, and keep the deal moving. By treating the prospect as an ally on the same side, the follow‑up becomes a purposeful, efficient step rather than a wasteful attempt to convince a disinterested buyer.
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Your follow-up isn't failing because of timing. It's failing because there's no actual reason to do it. You just need to actively do something. Where follow-up is with people who generally want the product or service that you're selling. But so many times it's really just a coping mechanism for reps that like haven't been able to overcome an objection. Why don't we set up a call for 2 weeks? Does that sound good to you? And that's follow-up. No, that's not what you do. A follow-up is for someone who genuinely wants the product or service and there is a logistical barrier in the way. They have to actually want it. then you can follow up. And the way that you do that is you go, hey, how long will it take you to overcome XYZ barrier? They say X. You say, okay, cool. How about Y, which is a little bit shorter? If you had to do it in Y, would you be able to? Yeah, I think I could do that. Okay, what is a good cadence for me to follow up with you? Because I want to make sure that we keep in touch and that we get this going. Is that okay with you? Yes, it is. Okay, so how often are you okay with me reaching out? Uh, once a week. Okay, cool. So if I call you once every 5 days, that's cool, just a quick check and make sure you're moving the pieces. Then all you have to do is call and be like, hey, how are you going with X? Are we on track? Do we need to push Is there anything that I can do to help you? Once you do that, like, it's pretty simple because it's no longer two people that are on opposite sides of the table. It's people that are on the same side of the table with the exact same want. You both want to buy the thing. So that's what real follow-up is. It's an actual process that you do when somebody actually wants something. If your follow-up is all around, like, trying to convince people after the fact, it's just gonna be a giant waste of time, and you can and should be ignored.
