Follow-up is not a pitch
Great follow-up feels like continuity. Bad follow-up feels like cold outreach.
3 ingredients
- Context
- Usefulness
- Optional next step
What actually reads as “salesy”
It’s rarely the ask itself—it’s the missing link to the conversation. A line like “book a demo of our platform” right after a trade show, with no reminder of what they told you, signals mass outreach. By contrast, “you mentioned struggling with X—here’s a short article” stays in the same thread as the meeting.
Timing without nagging
A first follow-up within 48–72 hours is reasonable when you had a real exchange. Space the next touch: a short bump a week later with a different angle (resource, intro) often works. A third, polite “I’ll leave you space” message surprisingly unlocks late replies.
LinkedIn: short, contextual, human
After connecting, remind them where you met and why replying is worth 20 seconds. Skip walls of text—two context lines, one usefulness line, one light question. If there’s no answer, a 7–10 day bump with new information beats “just circling back.”
Pre-send checklist
- Name and company are correct.
- One sentence proves it isn’t a template blast.
- The ask is optional or offers choices (time slots or “reply whenever”).
- You add micro-value before any commercial request.
FAQ
When do I pitch?
After they accepted the conversation. Until then, stay in context and usefulness.