The Follow-Up Problem: Why 80% of Sales Need 5+ Touches (But Most Stop at 2)
You had a great call. The prospect was interested. You sent a follow-up email. No response. So you moved on to the next lead. Sound familiar? You just left money on the table.
Key Takeaways
- 80% of sales require at least 5 follow-ups to close
- 44% of salespeople give up after just one follow-up
- The fortune is in the follow-up, but most SMBs don't have a system
- Automated sequences + reminders = more closes with less effort
The Follow-Up Statistics That Should Scare You
Let's look at the data:
| Follow-Up Attempt | % of Salespeople Who Stop | Reality |
|---|---|---|
| 1st attempt | 44% give up | Most just send one email |
| 2nd attempt | 22% give up | Over 66% have stopped |
| 3rd attempt | 14% give up | Now 80% have stopped |
| 4th attempt | 12% give up | Only 8% are still trying |
| 5th+ attempts | 8% continue | This is where 80% of sales happen |
The math is brutal: 80% of deals require 5+ touchpoints, but 92% of salespeople give up before reaching them.
Why Follow-Up Is So Hard for SMBs
1. You Forget
You're running a business. You've got a hundred things on your plate. That prospect who said "let me think about it" last week? You completely forgot to follow up.
2. It Feels Awkward
"I don't want to be pushy." "What if they're annoyed?" This mindset kills deals. The truth: 95% of buyers say they appreciate helpful follow-ups.
3. No System
Without a system, follow-up is manual:
- Remember to follow up ❌
- Find the old email thread ❌
- Write a new message ❌
- Set a reminder for next time ❌
Every step is friction. Friction kills consistency.
Building a Follow-Up System That Works
The 5-Touch Framework
Touch 1 (Day 0): Initial outreach Touch 2 (Day 3): Soft follow-up with added value Touch 3 (Day 7): Different angle or social proof Touch 4 (Day 14): Check-in with urgency Touch 5 (Day 21): Final attempt / breakup email
Automate the Sequence
Instead of remembering each follow-up, set up an automated sequence:
Trigger: No reply to initial email
→ Wait 3 days
→ Send follow-up #1
→ Wait 4 days
→ Send follow-up #2 (different channel: LinkedIn)
→ Wait 7 days
→ Send follow-up #3 (add case study)
→ Wait 7 days
→ Send breakup email
If they reply at any point, the sequence stops automatically.
Multi-Channel Follow-Up
Don't just email. Use multiple channels:
- Email for detailed information
- LinkedIn for casual check-ins
- WhatsApp for quick messages (if they've opted in)
- Phone for high-value prospects
The "Breakup Email" Trick
Your final follow-up should be a "breakup" email:
Subject: Closing your file
Hi [Name],
I haven't heard back, so I'm assuming the timing isn't right. I'm going to close your file for now.
If things change, just reply to this email and we can pick up where we left off.
Best, [Your name]
This gets 15-20% response rates because it triggers loss aversion.
How Dewx Automates Follow-Up
With Dewx, follow-up becomes automatic:
- AI-powered sequences - Set it once, runs forever
- Multi-channel touchpoints - Email, LinkedIn, WhatsApp in one sequence
- Smart reminders - Get notified when high-value prospects go cold
- Response detection - Sequence stops automatically when they reply
Your CRM tracks everything, so you never lose a lead to forgetfulness again.
FAQ
How many follow-ups is too many?
5-7 is the sweet spot. After 7 non-responses, it's time to move on or try again in 3-6 months.
Should I follow up on the same channel?
Mix it up. If email isn't working, try LinkedIn. Different channels have different response rates.
What if they ask me to stop?
Respect it immediately. Mark them as "do not contact" and move on. Pushy follow-up damages your reputation.
Conclusion
The fortune is in the follow-up, but only if you actually do it. Most SMBs lose deals simply because they stop trying too soon.
Build a system:
- Create a 5-touch sequence
- Automate it across multiple channels
- Let AI handle the timing
- Focus on prospects who respond
Ready to never forget a follow-up again? Join the Dewx beta and automate your sales touches.