What happens when a dog sits at the door?
It waits.
It paws.
It barks.
It doesn’t wander off after one knock.
Eventually… it gets let in.
Yet in sales, most people knock once or twice and walk away.
Research has long shown that the majority of deals are won after five or more follow-ups, but 90% of salespeople give up after the first or second attempt.
Why?
Because we worry we’re annoying them.
We feel like we’re pestering.
So we stop.
And the moment you stop, the deal dies.
The difference isn’t just persistence.
It’s meaningful persistence.
If your follow-up is: “Just checking in…”
Yes, that’s annoying.
But if your follow-up says:
- “I saw your US office just hit winter storms – hope the team’s coping, thought of our chat about supply delays…”
- “This article made me think of your 2026 growth plans…”
- “Remember when we worked together on X years ago? I had a similar idea for your ELT…”
Now you’re not chasing.
You’re showing you know them.
Good follow-up feels personal, relevant, and useful.
One prospect.
Four months of weekly touchpoints.
Stories, ideas, memories, articles, seasonal notes.
The day I stop following up is the day I lose that deal.
If only 10% of people follow up five or more times, that’s not hard competition to beat.
Be the dog at the door.
Polite.
Friendly.
Consistent.
Valuable
Impossible to ignore.
Stay there long enough, and the door opens.