How to Close the Deal on the Follow-Up Call header
September 14, 2023 by Molly Weybright

How to Close the Deal on the Follow-Up Call

In the world of small business, closing a deal often feels like navigating a labyrinth filled with opportunities, challenges, and uncertainties. You've put your best foot forward during the initial conversation with a potential customer, but the journey to success doesn't end there. 

It's a common scenario—a potential customer expresses interest, but the deal remains tantalizingly out of reach. This is where the art of the follow-up call comes into play, transforming a tentative phone lead into a thriving partnership.

How to Close the Deal on Follow Up calls

In this blog, we’ll delve into why following up with potential customers is critical, exploring the profound impact these calls can have on your business's growth. Moreover, we'll equip you with tips to master the art of the follow-up call. 

By the time you finish reading, you'll be armed with the knowledge and strategies needed to turn promising leads into devoted customers, driving your small business toward new heights of success.

The Importance of Following Up

Before we begin, let’s briefly discuss why follow-up calls are an extremely crucial part of your sales strategy. 

Follow-up calls are the threads that weave the fabric of trust, the reminders that keep your proposal fresh in the minds of prospects, and the bridges that span the gap between potential and realization. 

Why Follow-Up Calls Are Important

Whether you are following up on a voicemail from a missed call or are reaching back out to a potential customer who was not equipped to make a purchasing decision on a previous call, it’s critical that whoever is handling these calls understands their importance. 

The Impact of Follow-up Calls

Now that you have a better understanding of why follow-up calls are so important for small businesses, we can dive a little deeper and look at the impact that follow-up calls can have. 

When it comes to follow-up calls, your strategy is not just about going through the motions; it's about understanding the transformative potential of follow-up calls and how they can propel your business forward. 

Impact of Excellent and Poor Follow Up

When you use effective follow-up skills to communicate with potential customers, you significantly increase your conversion rate potential. Engaging with prospects and providing ongoing support throughout their decision-making process sets you apart from competitors and helps more people feel that your business is the solution.

Additionally, follow-up calls reveal crucial insights into prospects' needs and demonstrate your commitment to their success, fostering long-term loyalty and the potential for repeat customers

With many businesses overlooking follow-up calls, you can use them to showcase dedication and give your small business a significant competitive edge. Now, let’s discuss the important steps not to miss when developing a follow-up call strategy.

Step 1: Be Strategic and Come Prepared

Successful follow-up calls require more than just picking up the phone and dialing a number. They demand a strategic approach and meticulous preparation that can set your business leagues ahead of the competition. 

There are 2 key priorities to focus on when it comes to follow-up call preparation: timing and planning. Let’s look closer at each one. 


Reaching back out to your prospects at the right time is a game-changer. It's not just about setting a fixed schedule for follow-up calls; it's about considering each person's individual situation.

Before deciding to reach back out to a potential customer, think about these factors:

  • Did they express a particular timeframe for making a decision during your initial conversation? If not, consider factors like their industry, lifestyle, and any upcoming deadlines that might influence their decision-making.
  • While timing is crucial, so is the frequency of your follow-up calls. Striking the right balance is key. Too frequent follow-ups can feel pushy, while too infrequent ones risk losing the prospect's interest.


Once you've determined the ideal time to reach out, it's essential to come prepared. Preparation not only demonstrates professionalism but also maximizes the impact of your follow-up call.

Before making the call, revisit your previous conversations and interactions with the prospect. This allows you to pick up where you left off, show that you've been attentive, and continue building rapport.

Define the purpose of your follow-up call. Is it to answer specific questions, address objections, or potentially close the deal? Having a clear objective ensures that the conversation stays focused and productive.

Finally, you’ll want to make sure you have whatever resources you think the potential customer might need at your fingertips. This way, you can save precious time and instill confidence in the person on the other end of the line.

Step 2: Ask the Right Questions

In the journey of mastering follow-up calls, we've covered the importance of timing and being well-prepared. Now, let's explore a critical step that can make or break your follow-up conversations: asking the right questions.

In order to ask the right questions, you’ll need to make sure you aren’t making any assumptions about how the call will go. In other words, don’t assume the sale is a guarantee. Instead, ask questions to help you understand the position that the potential customer is in. 

Here are the different types of questions you should consider asking in follow-up sales calls:

  • Open-Ended Questions: Effective communication is at the heart of successful follow-up calls. These questions encourage prospects to share their thoughts, feelings, and concerns openly, providing you with valuable insights.

  • Clarifying Questions: ​​To truly understand your prospect's needs, it's essential to ask clarifying questions to gather more details on the person’s circumstances. These questions help you dig deeper into their responses, ensuring you grasp the nuances of their situation.

  • Trial Closing Questions: Ultimately, it's crucial not to rush the deal-closing process. Instead, use trial closing questions to gauge the prospect's readiness to move forward. These questions allow you to assess the prospect's level of interest and address any remaining concerns before moving toward a final decision.

Follow-Up Questions to Ask in Different Situations Graphic

Throughout the conversation, it’s also important to practice active listening. This means giving your full attention to the prospect, acknowledging their responses, and reframing their comments to demonstrate understanding. Active listening not only builds rapport but also helps you tailor your responses effectively.

Step 3: Overcome Objections

In the realm of follow-up calls, objections are a common hurdle that you will frequently encounter. Objections can take many forms and to master the art of follow-up calls, you must become adept at overcoming the 2 primary causes of objections: price and scheduling.

How to Work Through Objections on Follow Up Calls

Once you have a clear understanding of the type of objection that you are dealing with, you can begin to use key strategies to overcome that objection, including:

  • Acknowledge that the concern is valid and empathize with the caller if possible. 
  • Explain why your company operates in a way that might be causing the objection, such as outlining why you don’t provide price quotes or job estimates over the phone.
  • Offer to stay on hold while they communicate with other parties about price or scheduling. 
  • Provide multiple scheduling options and mention that finding the right time for them is of the utmost importance at your company. 
  • Offer to put them on the schedule so that they don’t lose the timeslot while they determine if they want to move forward with your services. 
  • If all else fails, ask if you can give them another follow-up call at a predetermined time in the next day or two so that you can stay on their radar and help solve their problem.

Every objection encountered during a follow-up call is an opportunity to learn and refine your sales approach. Take note of common objections and the solutions that were effective in overcoming them. Over time, you can build a library of objection-handling strategies that enhance your sales skills.

Don't Forget to Use Tools to your Advantage

When it comes to running a small business, tools can be your secret weapon in mastering strategies without breaking your budget. These technologies can help you streamline your efforts, enhance communication, and gather crucial insights. 

Let's explore some essential tools to leverage in your follow-up strategy.

CRM Tools

Customer Relationship Management (CRM) tools are the backbone of successful follow-up strategies. They help you organize and track interactions with prospects and customers. Features like lead management, interaction history, and task management ensure that you never lose sight of valuable leads or miss crucial follow-up opportunities.

Scheduling Software

Scheduling software simplifies the process of setting up follow-up calls. Instead of endless back-and-forths to find a suitable time, you can send prospects a link to your availability. They can choose a time that works for them, reducing scheduling friction and ensuring that follow-up calls happen efficiently.

Texting Tools

In an era where text messages often take precedence over emails and phone calls, texting tools can be an invaluable resource to stay connected with clients. Send quick follow-up messages, and appointment reminders, or engage prospects with concise, personalized texts. 

Tracking and Analytics

Tracking and data analysis tools empower you with insights to fine-tune your follow-up approach. Monitor metrics such as response rates, conversion rates, and email engagement. Use this data to assess the effectiveness of different follow-up strategies, helping you optimize your efforts over time.

By integrating great tools into your follow-up strategy, you can enhance your efficiency, engage prospects through various channels, and make data-driven decisions. Each tool serves as a valuable asset, contributing to your journey in mastering the art of follow-up calls. 

in Conclusion

For small businesses, mastering the art of follow-up calls is an invaluable skill that can turn potential leads into loyal customers. But, it’s important to remember that it is only one critical step in the overall strategy of turning inbound calls into booked appointments

By embracing these principles and staying committed to nurturing relationships, your small business can achieve greater success, one follow-up call at a time.

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