How many touches, on which channels, over how long — a practical sequence you can copy.
Most deals are lost to silence rather than to a competitor. A written cadence turns follow-up from a matter of individual diligence into a process the whole team runs.
More touches than feel comfortable
Most sales people stop after two attempts. A meaningful share of connections happen on the fourth to sixth. The gap between what feels persistent and what is actually effective is where most pipeline leaks, and a defined sequence removes the judgement call.
Vary the channel
Call, then message, then email, then call at a different time of day. Repeating the same channel at the same hour reaches the same voicemail. Alternating respects that people are available in different ways at different times.
Add something each time
Just following up is a message with no reason to reply. A relevant case study, an answer to something they raised, a price validity date, or a specific question all give the recipient an easy next action.
Define the exit
After the last touch, send a short close-out message and move them to a long-term nurture list. Leads that stay in an active pipeline forever distort forecasting and demoralise the team.
Write the cadence down, put it in the CRM as tasks, and review adherence rather than intentions.
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