50 marketing mistakes / Mistake #20
Mistake #20 of 50Don’t keep emailing someone who clearly doesn’t want to hear from you.
Follow-up is good. Being a pain in the ass isn’t.
What it costs you
No means no. For now.
Follow-up is good. This whole book says so.
But there’s a line.
They told you no. Or they unsubscribed. Or they asked you to stop. And the emails keep coming.
Now you’re not following up. You’re a pain in the ass.
And the next time they need what you sell, the last person they’ll call is the one they had to block.
A real example
The “close the file” note
You sent Karen a quote. You followed up a few times, each time with something new. Still nothing.
Instead of another email, you send this:
“Hi Karen, I haven’t heard back, so I’m guessing the timing isn’t right, and that’s completely fine. Should I close your file for now? If you’d still like to move ahead, just reply ‘yes’ and I’ll take care of everything. Either way, thank you for thinking of us.”
This one often gets the fastest answer of all.
People don’t like a door closing on them.
Even a “no, thanks” is a gift, because now you know.
If she says yes, you’re back in business. If she says no, you stop. Either way, you’re not guessing anymore.
Why it happens
Why people keep pushing
Follow up until they say no. Then stop.
Do this instead
Thank them, and leave the door open.
When they say no, say thank you, and mean it. “Thanks for letting me know. If anything changes, I’m here.” No guilt trip. No last-minute discount. No sulking.
| They said… | You do… |
|---|---|
| Nothing, after a few tries | Send the “close the file” note. |
| “Not right now” | Thank them. Put a note on your calendar for six months out. |
| “No, thanks” | “Thanks for letting me know. If anything changes, I’m here.” Then stop. |
| “Please stop emailing me” | Take them off the list today. Not next week. |
| “We went with someone else” | Wish them well. Check in down the road with something useful. |
| Six months later | Reach out once, with something useful. Not a pitch. |
“No” today is sometimes “yes” next year. But only if you left the door open on your way out.
Do this today
- 1
Look at your open quotes for anyone you’ve followed up with several times and heard nothing.
- 2
Send each of them the “close the file” note.
- 3
Anyone who says no gets a thank-you and comes off the list.
- 4
Put a six-month check-in on your calendar for each of them.
Ask for a straight answer. Thank them for it. Then go call someone who wants to hear from you.
From the book
Chapter 17: Follow Up Until They Say No
Starts on page 153. The whole chapter, plus 250+ ways to market your business, in the free book.
Download the free bookIdeas that fix it
Leave something behind for when they’re ready.
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