How to write a sales follow-up sequence (5-touch playbook for Indian SMBs)

80% of B2B sales need 5+ follow-ups to close. 44% of salespeople give up after one. The math says you don't need to be a better salesperson, just a more persistent one. Here is the 5-touch sequence that wins.

Step 1: Touch 1: Day 0 — Instant value

Within 5 minutes of the lead: WhatsApp them with a calendar link AND attach a relevant resource (catalog, case study). 'Hi {name}, thanks for your interest in {product}. Quick read on how we helped {similar company}: [link]. Reply with a good time to talk.'

Step 2: Touch 2: Day 1 — Phone + voice note

Call within 24 hours. If no answer, drop a WhatsApp voice note (more personal than text, harder to ignore). 30 seconds: name, business, value point, specific ask.

Step 3: Touch 3: Day 4 — New angle

Don't repeat 'just following up'. Bring a new resource — a case study, a specific pricing scenario, a relevant news item. The goal is to make the lead think 'this person is investing in me' not 'they want a sale'.

Step 4: Touch 4: Day 10 — Direct ask

Be explicit: 'I haven't heard back so I want to ask directly — is this still on your roadmap, or should I close the file? Either answer is fine, I just want to spend my time well.' This frees the lead to say 'not now' without ghosting.

Step 5: Touch 5: Day 21 — Final value drop

If still no response, send one last high-value touch. A free tool, a free audit, an offer to introduce them to someone helpful. Then close the file in your CRM with a 90-day re-engagement reminder.

Frequently asked questions