Answer extracted from the The Conference Room with Simon Lader podcast — listen to the full episode below.
How should follow-up messaging differ from standard sales pitches to feel more valuable and human?
Follow-up messages should open with humility and specificity, not assumptions—use Ali Samaha's "non-assumptive sandwich" approach: start with "I'm not sure this would interest you," place the prospect's exact pain point and your value in the middle, and close with warmth like "I know it's a bit last minute." Keep every message short and conversational, as if texting a friend, and always tie each touch point to a concrete value they requested or an obstacle they mentioned.
The Non-Assumptive Sandwich: Structure That Feels Human
The trap most salespeople fall into is writing follow-ups that sound like rejected sales pitches repeated. Instead, lead with vulnerability—"I'm not sure this would interest you"—which immediately signals you're not assuming they want what you're selling. This opening does real work: it disarms defensiveness and prepares them to actually listen.
The middle of the message is where you earn attention. Reference their specific pain point—the exact problem or goal they mentioned in your conversation—and explain how your solution addresses it. Then close the door gently: "I know it's a bit last minute" or similar language that acknowledges timing, uncertainty, or their position without pressure. This entire structure takes three to four sentences, maximum.
Every Touch Point Solves a Real Obstacle
The second critical shift is removing generic follow-ups entirely. As explained in the episode, every follow-up must respond to something real from the conversation. If they voiced certainty as an objection, send a testimonial or case study. If they mentioned needing partner alignment, send a two-minute Loom video walking them through implementation.
This approach transforms follow-up from noise into value delivery. The prospect sees you're listening and solving for their exact situation, not just rotating through a template. Keep the message itself short—never paragraphs—because the substance lives in the asset or detail you're attaching, not in flowery copy.
"It's not time that kills deals. It's lack of proximity. So sometimes deals take time, Simon."
Ali Samaha — Founder, Samaha Consulting. Ali is widely known as the king of follow ups and helps founders, sales teams and business owners transform missed opportunities into revenue by creating structured, high impact follow up strategies. Through his consulting, content and coaching, he has helped thousands of professionals rethink how they build relationships, earn trust and create opportunities that others assume are lost.
One specific detail that deepens this philosophy: as Ali discusses at length in this podcast, a rhythm of two to three touch points per week with adequate spacing keeps you in their world without feeling obsessive. The magic is that each one addresses a new dimension of their concern, rather than repeating the same offer.
Key takeaways
- Open with humility ("I'm not sure this would interest you") to disarm defensiveness and signal you're not making assumptions about their needs.
- Anchor every follow-up to a specific obstacle or value they mentioned, not a generic template—send testimonials for certainty objections, Loom videos for alignment concerns.
- Keep messages short and conversational; the substance lives in what you attach or reference, not in lengthy prose.
- Maintain a two to three touch point per week cadence with proper spacing to stay present without feeling like harassment.
See also
What role does AI and automation play in follow-up strategy according to Ali Samaha?
Ali uses AI but cautions against automating follow-up broadly. He advocates for identifying the five most qualified prospects out of fifty who are closest to decision, and handling those manually with personalized attention.
How should salespeople identify whether an objection is real or a delay tactic?
Ali recommends asking the prospect to set the objection aside and confirm if they genuinely want to move forward. If they say yes but still sound unsure, the objection is likely a delay tactic masking another concern.
At what point does persistence in follow-up become counterproductive annoyance?
A 72-hour cadence between touch points helps avoid badgering. The key is ensuring each touch point adds value and addresses the specific obstacle discussed, rather than repeating the same pitch.