Practical Sales Training™ > How To Convert > The Follow Up Offer
The Follow Up Offer
Someone almost buys from you. Then they disappear. They’re not gone for good though. They’re just stuck. A follow up offer is often the nudge that gets them moving again.
What Is It
The follow up offer means chasing a buyer who hasn’t purchased yet, and giving them a reason to say yes. That reason is usually a small incentive. It could be a discount, free shipping, or a gift.
Why Does It Work
It works for two reasons. First, the follow up itself matters. Many buyers just need a reminder, since life gets busy and good intentions fade fast.
Second, the incentive gives them a reason to act now rather than later. They already hesitated once. So a small nudge, like a discount or a free gift, is often enough to tip the decision your way.
How Can You Use It
Pick an incentive that fits what you sell. Then use it to follow up anyone who abandoned their cart, or anyone you spoke to who never bought.
Choose The Right Incentive
A discount on their next purchase works well. So does a free or discounted accessory. You could also offer expedited shipping, finance or no deposit finance, or simply a free gift. Whatever you pick, it needs to appeal to your buyer without costing you too much.
Add A Time Limit
Use scarcity to sharpen the offer. Give it a 24 to 48 hour window. This way, the buyer has a real reason to decide now instead of putting it off again.
When It Works Best
This works best right after someone shows real interest but doesn’t buy. Cart abandonment is the classic example, since the buyer got close enough to add something to their basket.
It also works well after a sales conversation that ends without a decision. The interest is already there. You just need to close the gap.
When It Becomes Dangerous
This backfires if you offer discounts too often. Buyers learn the pattern fast. Soon they wait for the follow up email instead of buying at full price the first time.
It’s also risky if the incentive costs you more than the sale is worth. Always check the numbers work before you offer it.
Common Mistakes
Waiting Too Long To Follow Up
Interest fades fast. So follow up within a day or two, while the buyer still remembers why they were interested.
Making The Incentive Too Generous
A discount that’s too deep eats your margin and trains buyers to expect it every time. Keep it small enough to still feel worthwhile for you.
The Follow Up Offer – An Example
ASOS Chases Abandoned Carts
ASOS, the online fashion retailer, follows up shoppers who abandon their cart. Within 24 to 48 hours, they often send an email offering a discount to help the buyer decide.
This does three things at once. It nudges the buyer to come back. It uses a limited time discount to create urgency. And it makes the buyer feel remembered, not forgotten.
The discount costs ASOS very little. But it’s often enough to turn a hesitant shopper into a sale.
See also
- First Purchase – Discount the first purchase a buyer makes with you.
- Cashback – Don’t discount, but provide cash back to those who pay full price.
- Themed Sale – Create an event or reason to hold a sale.
- Price Match – Offer to match the genuine price of a competitor.
- Buy More – Incentivise buyers to spend more with ascending discounts.
- Free Gift – Offer a free gift with purchase.
- Early Bird – Offer a discount for those who buy or pay in advance.
- Flash Sale – Hold a flash sale.
- Budget Version – Create a naturally cheaper version of your offering for lower spending buyers.
