Answer extracted from The Conference Room with Simon Lader podcast — listen to the full episode below.
How often should you follow up between an initial conversation and the final decision?
Follow up every 72 hours with two to three touch points per week. The first touch point should be a crystal-clear recap of your conversation, the second a testimonial addressing their specific obstacle, and the third an invitation to an AMA. Always book the next meeting from the current meeting itself.
Structure your follow-up around specific obstacles
The exact cadence depends on the specific constraint you identified during the initial call. You're not following up blindly—each touch point serves a precise purpose tied to what the prospect told you about their situation.
The principle is simple: lack of proximity kills deals, not time. Your prospect may need days or weeks to move forward, but they need to feel close to you throughout the process. As Ali Samaha explains in the episode, sometimes deals take time, but the proximity must remain constant.
Your first touchpoint recap is not a sales pitch—it's clarity on what was discussed. Write down what they told you, what they're trying to solve, and what next step was agreed. This removes friction and shows you were genuinely listening.
Your second touchpoint is addressing the exact obstacle they named. A testimonial from another founder or business owner who had the same challenge works far better than generic social proof. This is direct evidence that their constraint can be solved.
Your third touchpoint offers access to expertise—an AMA (Ask Me Anything) session or a group call where they can see how you think and get real answers. This builds confidence beyond the one-on-one conversation.
"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.
A deeper look at how to customize this cadence based on your specific sales context is explored in this conversation with Ali Samaha, where he walks through real examples of how different industries and deal sizes benefit from the same framework applied differently.
Key takeaways
- Follow up every 72 hours with two to three touch points per week, tailored to the specific obstacle they shared with you.
- Structure each touch point for a distinct purpose: recap, targeted testimonial, and AMA invitation—not generic outreach.
- Book the next meeting before the current call ends to eliminate scheduling friction and reinforce commitment.
- Proximity matters more than time; the goal is to stay close and valuable while they make their decision.
See also
Why do most salespeople stop following up after one or two attempts?
Many people don't know how to follow up effectively and become dehumanizing in their communication, sending long paragraphs and complicating things. Most salespeople give up too early without understanding the true cadence needed to keep deals alive.
How did Ali Samaha develop his competitive advantage and brand as the king of follow ups?
For years, Ali followed conventional sales wisdom by packing his calendar and treating quiet prospects as lost. He realized he wanted to maximize his efficiency and avoid spending all his time on calls by focusing instead on the power of structured follow-up.
What qualities does Chandra De Keyser believe separate founders who survive from those who fail?
De Keyser highlights two qualities above all: the ability to build and maintain the right team—including the willingness to let go of people quickly when necessary—and the ability to raise capital and manage cash flow effectively.