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You’ve probably been told that following up is the key to closing sales, that persistence is the magic ingredient to turning a “maybe” into a “yes.” It sounds logical, right? Stay on their radar, and eventually, they’ll come around.
But here’s the problem, following up the way most people do creates unnecessary pressure, and pressure is the fastest way to erode trust.
Think about it from your prospect’s perspective.
When you follow up, what they hear is, “I’m still here, waiting for you to make a decision.”
It’s a subtle nudge, but it feels like you’re chasing them, and no one likes to feel chased.
It triggers resistance, and instead of moving closer to you, they pull away.
The truth is, the traditional idea of following up is rooted in the wrong mindset.
It’s focused on your timeline, your goals, and your need to close the sale.
But trust isn’t built by pushing your agenda.
It’s built by aligning with your prospect’s world, their needs, and their pace.
So, how do you stop following up in a way that damages trust and start engaging in a way that builds it?
It starts with shifting your focus from persistence to presence.
Instead of thinking about how to “stay on their radar,” think about how to create value in every interaction.
Ask yourself, “What can I do or say that will make them feel understood, supported, and safe?”.
Here’s a practical example of what this looks like in action.
Instead of sending an email that says, “Just following up to see if you’ve had a chance to review my proposal,” try this instead:
“I was reflecting on our last conversation, and something you mentioned really stood out to me. Would you be open to exploring that a bit further?”.
This approach shifts the focus from your need for an answer to their need for clarity and support.
Another key to building trust is to embrace the truth.
Most people avoid asking direct questions because they’re afraid of hearing “no.”
But the reality is, when you avoid the truth, you create uncertainty, and uncertainty breeds mistrust.
Instead, ask questions that invite honesty, like, “Would you be open to sharing where this fits on your priority list right now?”.
This creates a safe space for your prospect to be transparent with you, which deepens the relationship.
When you stop chasing and start aligning, everything changes.
Your prospect begins to see you not as someone trying to sell them something, but as someone genuinely invested in their success.
They feel safe opening up to you, and that’s when the real connection happens.
Trust is the foundation of every successful relationship, and it’s built through authenticity, not tactics.
So, the next time you’re tempted to follow up, pause and ask yourself, “How can I create value and build trust in this moment?”.
Because when trust is present, the sale takes care of itself.
Related: Why “Convincing” Is the Fastest Way To Lose a Sale
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trust In A Split Second” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary “plug up the holes” lead generation consultation. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.