In my conversations with private coaching clients, when I say “you’ll need to follow up up to 12 times,” I often see dismay on people’s faces.

12 times?!

Some intrepid clients then ask for the exact steps, the precise formula for those 12 follow ups.

And are less than impressed when I say, “Follow up isn’t an exact science.”

A Formula for the 12 Follow Up Steps

While my “follow up is art” answer is right, the most important part of following up is taking action.

But I don’t like letting people down. And I know step-by-step formulas can accelerate action.

So yesterday, I created “The Pleasantly Persistent Follow Up Formula.” This was specifically written for the goal of getting a meeting with a prospect.

The Pleasantly Persistent Follow Up Formula (template)

1. Day 0 — Mail letter
2. +7 days — Email Subject: Following up on the letter I sent you Body: “In case it’s helpful, here’s what the letter said: [PASTE LETTER TEXT]”
3. +3 days — Text/SMS “Following up on the letter I sent you.”
4. +7 days — Call (voicemail OK) “Checking in on getting together.”
5. +3 days — Email Subject: Checking in on getting together 1–2 lines + meeting ask + 2 time options.
6. +7 days — Text/SMS “Checking in on getting together.”
7. +14 days — Call Short + direct meeting ask.
8. +3 days — Email Subject: Following up on the letter I sent you Brief + meeting ask + 2 time options.
9. +7 days — LinkedIn DM (or alternate channel) Brief: checking in + ask best way to schedule.
10. +3 days — Text/SMS “Following up on the letter I sent you.”
11. +21 days — Handwritten note 1–2 lines: “Checking in on getting together” + meeting ask.
12. +7 days — Email Subject: Is this something that would interest you? Brief meeting ask + 2 time options + “If not, please feel free to suggest some other times.”

Go Ahead. Make it Your Own

So there you have it. A sequence for the next three months of following up with a prospect.

The best part of a formula as clear as this? It gives you something to say, “Ugh. There’s no way I’d…”

You might follow up more frequently. Or less frequently.

You might not want a meeting so you might vary the words to allow for your message or ask in an email or text.

You might loathe the words “Checking in” or “Following up.”

The point is, now you have a framework for thinking of your follow up.

Make it your own. Let me know in the comments how you customize this!