MRL #125- 5 Keys To Effective Follow Up

A few weeks ago, I called into an electrical contractor.

I stumbled across them in InsuranceXDate, identified them as an ideal prospect, and was confident I could help based on the data I saw.

So, I picked up the phone and dialed.

But the moment I reached their Office Manager, I hit a wall.

She shut me down immediately.

“The owner’s not interested.”

No details, just a polite but very firm “no”.

In moments like this, you have two choices:

1. Accept the no and move on.

2. Be respectfully persistent.

I chose option two.

Instead of trying to battle my way past the gatekeeper, I took a different route. I packaged up a copy of my book, The Business Insurance Playbook, and sent it directly to the owner with a handwritten note.

A week later, I got an email.

The owner had finished the book, said it was eye-opening, and asked me to follow up. Even better, he tasked the very same office manager (the one who had shot me down) with reading the book and scheduling a due diligence meeting with me.

That’s the power of effective follow-up.

Too many producers give up after the first “no.” They stop calling, stop emailing, stop showing up and someone else wins the account. But in sales, the first no rarely tells the full story.

This story highlights five keys to effective follow-up that every producer needs to know.

Let’s get into it.

1. Don’t Take the First “No”

Gatekeepers exist to protect decision-makers’ time, not to make decisions for them.

Read that again.

When you let a gatekeeper’s no end the conversation, you’re allowing someone who can’t say yes to stop you from ever reaching the person who can.

In my case, the “no” I got wasn’t from the owner. It was from someone who couldn’t say yes. It wasn’t a real no. It was just a “shoo” away.

Remember, a no from a gatekeeper isn’t final.

It’s simply feedback that you need a different angle in.

2. Be Respectfully Persistent

There’s a fine line between persistence and pestering.

And mastering that balance is what separates elite prospectors from everyone else.

Persistence signals professionalism. It shows you care enough to keep showing up. But it has to be respectful. Badgering people every day or using pressure tactics is the fastest way to burn bridges.

Instead, follow up thoughtfully and strategically.

Space out your touches. Lead with value (more on that in a second). And above all, remember the decision-maker’s timeline is not your timeline.

Stay patient.

And keep showing up respectfully.

3. Use Multiple Touchpoints When Needed

I recommend mastering and leading with one channel of cold outbound.

But, if one channel fails with a prospect, it’s okay to switch lanes.

The truth is, breaking through often requires creativity.

• Make the call.

• Send the email.

• Drop a LinkedIn message.

• Mail a handwritten note.

• Or, like I did, send something tangible and unexpected, a book, a guide, a resource.

Each touchpoint compounds on the last.

You’re not just “following up” you’re building familiarity and trust over time.

My book became the touchpoint that stood out. It positioned me differently than every other producer calling that company.

Don’t limit yourself to one lane.

Change lanes when needed.

4. Lead With Value, Not Pressure

The most effective follow-up doesn’t sound like:

“Just checking in to see if you’ve made a decision yet.”

That’s lazy follow-up. And lazy follow-up gets ignored.

Instead, focus on providing value every time you reach out. Send an article that speaks to their industry. Share a case study about a similar client. Offer insights they can actually use.

In my case, sending The Business Insurance Playbook wasn’t just about getting attention. It was about helping the owner think differently.

That’s why it worked.

Decision-makers respect people who make their lives easier, solve problems, and bring fresh ideas to the table.

Your follow-up should make them glad you reached out.

Not wish you’d stop calling.

5. Always Find the True Decision Maker

This is where many producers get stuck.

They spend all their time talking to someone who can’t even say yes.

Don’t make that mistake.

While it’s important to build rapport with gatekeepers, you need to find ways to connect directly with the decision maker.

That’s why sending my book directly to the owner was so effective.

Once he was on board, the gatekeeper wasn’t a gatekeeper anymore. In fact, she was tasked with becoming my liaison in moving the deal forward.

If you want to win deals, you have to talk to the people who actually do the buying.

Effective Follow-up Isn’t Annoying

It’s strategic, thoughtful, and persistent.

In sales, opportunities don’t usually go to the first producer to make a call. They go to the one who sticks around long enough to create trust, demonstrate value, and reach the right person.

The first no isn’t final.

It’s just the start of the conversation.

Now, some homework for you:

Take a look at the prospects sitting in your CRM right now.

How many of them have gone cold after one or two touches?

Pick 5 of them. Find a way to add value. And follow up.

Because if there’s one thing this story proves, it’s that sometimes the difference between a no and a yes is just one more touch.

If you liked this newsletter and want to go further down the rabbit hole, you can:

Check out the Producer Playbook here →

See you next week.

Kick ass take names,

– Micah