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Appendix A3 — Follow-Up & Re-Engagement Scripts

Purpose of This Appendix

This appendix defines approved follow-up and re-engagement structures used after initial outreach.

Follow-up is where most sales systems fail — not because reps don’t try, but because:

  • follow-up lacks intent
  • messages repeat without progress
  • exits are avoided
  • pipelines quietly decay

SalesOps designs follow-up to advance decisions or exit cleanly.

Follow-Up Exists to Move the Deal, Not Stay Busy

SalesOps defines follow-up as:

A structured attempt to advance clarity, commitment, or exit.

Follow-up is not:

  • “checking in”
  • “bumping this up”
  • touching base without reason
  • activity for activity’s sake

If a follow-up message does not change the state of the deal, it should not exist.

Every Follow-Up Must Answer One Question

Before any follow-up is sent, SalesOps requires clarity on:

“What decision is this follow-up trying to move?”

Valid goals include:

  • confirming interest
  • advancing to next step
  • resolving an objection
  • confirming authority
  • closing the loop

Follow-ups without a decision target create stagnation.

Follow-Up Must Introduce New Information or Framing

SalesOps prohibits repetitive messaging.

Every follow-up must introduce at least one of:

  • new context
  • clarified value
  • reframed risk
  • simplified next step
  • clear exit option

Repetition without progression trains buyers to ignore outreach.

Short-Term Follow-Up (Early Momentum)

Intent: Maintain forward motion after initial interest.

Baseline Structure:

  • Reference prior interaction
  • Reinforce relevance
  • Offer a clear next step

Example (B2B):

Hi [Name],
Following up on my note about [specific issue].
If this is still relevant, I’d suggest a short conversation to see if it’s worth pursuing.
If not, just let me know and I’ll step aside.

Example (B2C):

Hi [Name], just following up on [specific topic].
Happy to walk through next steps if helpful — or let me know if this isn’t a priority anymore.

Mid-Stage Follow-Up (Decision Support)

Intent: Reduce uncertainty and move toward commitment.

Baseline Structure:

  • Acknowledge delay
  • Address likely concern
  • Re-anchor next step

Example:

Hi [Name],
I know timing can be tricky. In similar situations, teams usually pause because of [common concern].
If it helps, we can walk through that directly — or close the loop if this no longer makes sense.

SalesOps encourages naming the hesitation instead of avoiding it.

Long-Term Nurture (Dormant Deals)

Intent: Preserve optionality without chasing.

Baseline Structure:

  • No pressure
  • Value-oriented
  • Explicit permission to disengage

Example:

Hi [Name],
We last spoke about [context].
I’ll pause outreach for now, but wanted to leave the door open if this becomes relevant again.
Either way, appreciate the conversation.

Long-term nurture exists to maintain trust, not revive dead deals artificially.

Re-Engagement After Silence

Intent: Surface truth.

Baseline Structure:

  • Acknowledge silence
  • Offer binary choice
  • Exit confidently

Example (All Contexts):

Hi [Name],
I haven’t heard back, which usually means one of two things — timing isn’t right, or this isn’t a fit.
Totally fine either way.
Should we close the loop, or is it worth revisiting later?

Silence is information. SalesOps requires it be resolved.

Break-Up / Exit Messaging (Mandatory)

SalesOps mandates clean exits.

Exit messages:

  • protect the brand
  • reduce future friction
  • maintain optional re-entry

Baseline Script:

Hi [Name],
I’m going to close the loop on my end so we’re not creating noise.
If this becomes relevant again, feel free to reach out.
Wishing you the best either way.

SalesOps treats exits as professional conclusions, not failures.

Persistence Boundaries (Enforced)

SalesOps enforces:

  • maximum follow-up attempts per stage
  • defined pause points
  • clear re-entry rules

When boundaries are crossed:

  • conversion drops
  • trust erodes
  • brand damage accumulates

Knowing when to stop is part of selling.

B2B vs B2C Follow-Up Emphasis

In B2B:

  • fewer, more thoughtful touches
  • explicit acknowledgment of complexity
  • slower pacing

In B2C:

  • faster resolution
  • clearer yes/no outcomes
  • higher tolerance for early exit

The principle remains:

Momentum requires intention.

What This Appendix Enables

With structured follow-up:

  • pipelines stay clean
  • buyers feel respected
  • reps avoid burnout
  • forecasts become more accurate

Without it:

  • deals rot silently
  • activity inflates
  • trust erodes

 

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