The “Until” Follow Up

What is it?
The Until Follow Up is the idea of continuing to follow up with a prospect until they explicitly tell you to stop. It is built on the belief that most sales are lost not because people say no, but because the seller stops too soon. The approach says that persistence pays if you keep showing up politely and professionally, you stay top of mind until the timing, budget, or need aligns.

How does it work?
In practice, this means staying in touch consistently and respectfully. You might send occasional check-ins, share useful insights, or give short, value-led reminders that you are still available to help. The rhythm is steady but not aggressive. The goal is to remain visible without being annoying so that when the buyer is finally ready, they think of you first.

However, it is not an approach that suits everyone. Some people find it too pushy, while others see it as simple perseverance. The key is tone and timing. A light, helpful follow up can feel persistent and professional, but a heavy-handed one can damage trust.

How can you use it?
Use the Until Follow Up carefully. You do not need to commit to chasing forever, but you can build a follow-up rhythm that keeps you in the conversation longer than most competitors.

• Stay polite: “I’ll keep in touch unless you’d prefer I didn’t.”

• Stay useful: Share insights, examples, or updates rather than repeating the same pitch.

• Stay spaced: Leave time between follow-ups so each one feels intentional.

• Stay human: A friendly tone will always outperform a scripted one.

The Until Follow Up sits in a grey area, somewhere between persistence and pressure. Whether you choose to use it or not, it is worth recognising that many deals are won simply because one person stayed present while everyone else gave up.