A good sales conversation is the starting point – but the deal often closes much later. That’s where follow-ups come into play: systematically reconnecting with a potential client. Numerous studies show that it takes multiple interactions before a lead truly converts into a customer. In fact, about 80% of all deals are closed only after the fifth to twelfth contact! Yet many salespeople give up too soon, fearing they’ll come across as pushy. The art lies in staying present without becoming a nuisance.

What Does “7-Touch” Mean?

The 7-Touch strategy is a rule of thumb suggesting you should have at least seven well-planned points of contact with a prospect before you finally walk away. These “touches” are spread out over a set period and across different channels, ensuring you remain top of mind without sounding repetitive. The key: every interaction must provide real value to the customer – simply asking “Have you decided yet?” does not count as a genuine touch within this strategy.

Possible Touchpoints in Practice

1. Right After the Meeting – Thank-You & Recap:
   Send a follow-up email thanking them for the meeting, summarizing key points, and confirming the next steps. This not only documents your agreements but also shows professionalism.

2. A Few Days Later – Helpful Resources:
   Share a relevant article, whitepaper, or industry study that aligns with the client’s challenge. This signals: “I’m thinking about you and genuinely want to help.”

3. Personal Contact – Quick Check-In Call:
   A few days later, pick up the phone to see if any questions have come up or if there’s something you can clarify. This is not a sales pitch, but genuine interest in the client’s progress. If objections were raised in your first conversation, address them now and offer new insights (see The 5 Most Common Objections and AI Strategies to Counter Them).

4. Social Media – Building Connection:
   Connect on LinkedIn or another relevant network. Share occasional, relevant content (such as a short video explaining one aspect of your solution). This keeps you visible without directly selling.

5. Reference Story – Offering Social Proof:
   Share a brief success story about a similar customer who has thrived with your solution. This could be a short article via email or a link to a case study on your website (how to frame your story: Storytelling for Complex Offers: Selling Technical Solutions Clearly). The aim: build trust by showing that others with similar challenges already rely on you.

6. Event Invitation or Demo – Delivering Value:
   Invite the client to a webinar, workshop, or live demo. This allows them to experience your expertise in a low-pressure environment, adding value without requiring an immediate purchase.

7. Final Check-In – Prompting a Decision:
   If you’ve done all this and still don’t have a final answer, reach out personally again (by phone or a tailored email). Summarize the discussions so far, address any last concerns, and explain why now is the right time to decide. Convey urgency in a friendly way:
   “Mr. Client, you mentioned that achieving goal XYZ is important to you – with our approach, you could start immediately instead of waiting another quarter.”

Of course, not every touchpoint needs to look exactly like this – sometimes more than seven are needed, sometimes fewer. What matters is having a structured process and not backing down at the first sign of resistance.

Dos and Don’ts for Following Up

Do: Plan your follow-ups from the start. After the first meeting, agree on when you’ll speak again – and stick to it. Always be helpful with each touch: offer new information, answer questions, or provide assistance. Use multiple channels – a call, an email, a LinkedIn message – to keep things dynamic.

Don’t: Overwhelm the client with daily, generic messages. Give them breathing space between contacts (from a few days to weeks or even months, depending on your sales cycle). Pay attention to subtle cues: if they hint that another decision-maker needs to be convinced, address that (e.g., offer to speak with that person directly – see Identifying and Winning Over Hidden Decision-Makers). Also, avoid pushing too hard for the close too early – relationship-building comes first, then the final sales conversation.

Conclusion

In sales, following up is non-negotiable – but it requires tact. Those who stay consistent and empathetic will outperform 80% of less persistent competitors. A well-designed 7-Touch follow-up plan dramatically increases the odds of hearing “yes” in the end – without prompting eye-rolls from the customer. In the best case, they’ll thank you for the extra information and support during their decision-making process. That’s when you know: you’ve done everything right.