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Most advisors think of follow-ups as a way to stay on a prospect’s radar. But here’s the truth: generic follow-ups do more harm than good.
When you send a “just checking in” email or a “let me know if you have any questions” message, you’re not building trust, you’re creating pressure.
And pressure is the fastest way to erode trust.
Instead, your follow-ups should be about creating value, not chasing.
The key is to align your follow-up with what the prospect shared during your conversation.
This shows that you were listening and that you genuinely care about their situation.
For example, if they mentioned struggling with a specific challenge, send them a resource that directly addresses it.
It could be an article, a case study, or even a simple insight you’ve gained from working with others in a similar situation.
The point is to make it personal and relevant.
Here’s an example:
Let’s say your prospect mentioned they’re overwhelmed by managing their team’s productivity.
Instead of following up with, “Just checking in to see if you had any thoughts,” you could say, “I was thinking about what you shared regarding your financial challents. Here’s a resource I’ve found helpful for others in a similar situation. Let me know if it resonates with you.”
This approach does two things.
First, it reinforces that you were paying attention and truly understand their world.
Second, it positions you as someone who provides value, not someone who’s just trying to make a sale.
Another way to follow up with value is to share a unique insight based on your expertise.
For instance, if they’re struggling with a decision, you might say, “I’ve noticed that others in your position often face a similar challenge. One thing that’s worked well for them is \[insert insight]. I thought it might be helpful for you as well.”
This not only adds value but also deepens the trust between you and the prospect.
But here’s the catch: your follow-up must be genuine.
If you’re just sending resources for the sake of it, they’ll see right through it.
The goal is to show that you’re invested in their success, not just in closing the deal.
Finally, keep your follow-ups conversational and pressure-free.
End with something like, “If this sparks any thoughts or questions, I’m here to chat.”
This leaves the door open without creating resistance.
Following up with value isn’t just a tactic, it’s a mindset.
It’s about shifting from chasing to serving, from selling to helping.
And when you approach follow-ups this way, you’ll find that trust grows naturally.
At the end of the day, trust is what turns conversations into commitments.
Related: How to Leverage Existing Relationships
Ari Galper is the world’s number one authority on trust-based selling and is the most sought-after high-net worth/lead generation expert for financial advisors. His newest book, “Trust In A Split Second” has become an instant best-seller among financial advisors worldwide – you can get a Free copy of Ari’s book here and, when you click the “YES” button in the order form, you’ll also receive a complimentary “plug up the holes” lead generation consultation. Ari has been featured in CEO Magazine, Forbes, INC Magazine and the Financial Review. He is considered a contrarian in the financial services industry and in his book, everything you learned about selling will be turned upside down. No more chasing, no pressure, no closing.