If there is one sales habit that separates top performers from the rest, it is this: consistent follow-up.

The reality is that most sales are not closed on the first call, first meeting, or first email. In fact, studies show that over 80 percent of sales require five or more follow-ups.  Yet the majority of salespeople give up after just one or two attempts.  That means if you are the one who keeps showing up professionally and respectfully, you are already standing out from the crowd.

Following up is not just about persistence. It is about building trust.  When you continue the conversation, you show the prospect that you are serious, reliable, and invested in their success.  You are also giving them time to process, ask questions, and feel more comfortable with making a decision.

What is more, following up strategically allows you to add value. Every message or call does not need to be a pitch.  Use your follow-ups to share insights, address concerns, and reinforce the specific benefits of your solution.  This positions you as a partner, not a pushy salesperson.

Here is the truth.  Most of your competitors will not follow up more than once.  That is your edge.  By being the one who circles back thoughtfully and consistently, you stay top of mind when the time is right.

Do not let a “no” today stop you from getting a “yes” tomorrow.  The deal often goes to the rep who simply did not give up.

Tip: Set reminders. Build a simple follow-up cadence. Keep it personal. The fortune really is in the follow-up.