What to do if someone hasn’t made a decision?
Table of Contents
LEARNING OUTCOME
By the end of this module, you’ll have a clear understanding of how to nurture client relationships effectively through personalised follow-ups, ongoing engagement, and consistent communication. You’ll feel confident using various tools and touch-points to address client hesitations, maintain momentum, and guide them closer to a decision - while reinforcing trust and showcasing the value of InvestorKit’s services.
Not every client decides on the spot—and that’s okay. Choosing to invest isn’t just about saying “yes” to us—it’s a big move for them, too. Your job is to guide them through their hesitation, keeping them engaged and building trust along the way.
Here’s how to make every follow-up count:
Click on the arrows to learn more about each tip
Follow-Up Tools: Use What Works
• Phone Calls: The fastest way to build connection and answer questions in real-time.
• Messages (SMS or WhatsApp): Keep it personal and casual. Quick check-ins build relationships.
• Emails: Share content that matters—case studies, property insights, or blogs. Follow up with a message to make sure they saw it.
• LinkedIn: Perfect for maintaining a professional connection and staying on their radar.
Nail Your Timing and Tone
• Send It When It’ll Be Read: Mornings, lunch breaks, or evenings are your sweet spots.
• Make It Personal: Use their name or reference a past conversation in subject lines—keep it real, not robotic.
• Keep the Flow: Match the tone from your last call. Sound conversational, not like you’re reading off a template.
Every Touchpoint = Progress
Don’t send fluff. Every message, call, or email should nudge them closer to deciding. Got case studies? Share the ones that fit their situation. Got insights? Make them relevant.
Obsess Over Next Steps
Always outline what’s next. Whether it’s scheduling a strategy session or sending over a report, keep momentum alive.
Make It Personal
Templates are fine, but personal touches close deals. If their kid’s involved in the decision, send a Loom video addressing both of them. It’s simple—and they’ll remember it.
Leverage the Right Content
• Reviews: Show testimonials that tackle their specific objections. Attach a review image if it’s powerful—let others validate our process.
• Case Studies: Numbers talk. Use examples that match their goals or concerns to build trust.
• Blogs: Share content that tackles their worries—InvestorKit’s blogs address common fears and provide solutions.
• Podcasts: Know what they’re exploring? Send them the podcast episode that answers their questions. It’s effortless, and it shows you’re listening.
Pro Strategies for Tough Clients
• Tag-Team the Follow-Up: If they ghost you, loop in the setter. A fresh voice can uncover hidden objections.
• Plan the Long Game: Create a follow-up schedule after every call. Don’t leave it to memory—tasks in the CRM are your friend. Keep the process clear, organised, and consistent.
Why It Works
A great nurture process isn’t about chasing clients—it’s about guiding them. Every touchpoint should build trust, answer questions, and keep them moving toward a decision. Be patient, be persistent, and always bring value. That’s how you close deals that stick.
How do I follow up?
Follow-up isn’t just a step in the process—it’s the step. Most clients won’t decide on the first call, and that’s normal. The follow-up is where trust is built, doubts are resolved, and decisions are made.
The framework we’ve laid out? That’s your baseline. But elite closers? They don’t just tick boxes—they elevate the follow-up game. They add personal touches, deliver insights that matter, and always push the conversation toward the next step.
Because here’s the truth: follow-up isn’t just about persistence—it’s about precision. Every message, call, or email should move the client closer to saying “yes.” Show them you’re not just selling—you’re solving their problem. That’s how deals get done.
How to Use These Guides:
Locate the Template in Attio
Each follow-up step has a corresponding template in Attio. For example, “Day 1: Send summary, highlight next steps” has a matching template, “EMAIL 1.”
Find each template in Attio by name and refer to it for structure:
Link to pre-made templates
Attio Templates link
Match the Right Content
The content for each step is listed alongside the timing. For each step, locate the appropriate template in Attio to help you draft your message.
Send the Email
Follow the template’s structure, but always personalise it. Adjust each message to suit the client’s unique needs, pain points, and decision stage.
Protocol 1: Taken Agreement and Said Yes
This protocol is for clients who have verbally committed to proceeding. It includes follow-up to keep momentum and close the agreement.
- Day 0: Send welcome text (TEXT 1)
- Day 1: Send summary email (EMAIL 1) with next steps.
- Day 3: Call to ask if they have any questions about the agreement.
- Day 5: Send property valuation email (PROPERTY VAL 1).
- Day 7: Send text or call, with accounts reaching out if there’s a delay.
- If there’s a legitimate delay or client is ghosting, continue weekly valuations until they proceed.
Protocol 2: Thinking It Over
For clients who are interested but haven’t made a firm decision yet.
- Day 0: Send summary email with pitch deck (EMAIL 2).
- Day 1: Send text referring to the summary (TEXT 3).
- Day 3: Send email that targets a specific pain point (EMAIL 3).
- Day 5: Send property valuation results (PROPERTY VAL 1).
- Day 7: Follow-up call—book another call or address objections if they haven’t decided.
- Day 10: Send another property valuation email (PROPERTY VAL 1).
- Day 14: Send a 9-word follow-up or close the file email to gauge their commitment.
- For clients with a legitimate delay or who are ghosting, continue with weekly property valuations.
Protocol 3: Comparing with Other Buyer Agents (BAs)
This protocol addresses clients evaluating other BAs.
- Day 0: Send summary email with pitch deck, highlighting InvestorKit’s unique differences (EMAIL 2).
- Day 1: Send text regarding the summary (TEXT 3).
- Day 3: Send email with reviews comparing us to other BAs (EMAIL 4).
- Day 5: Send property valuation results (PROPERTY VAL 1).
- Day 7: Follow-up call—schedule a next call or address objections.
- Day 10: Send another property valuation email (PROPERTY VAL 1).
- Day 14: Send close the file or ask for sale email.
- If the client has a legitimate delay or is ghosting, continue weekly valuations.
Protocol 4: Still Deciding Whether to Invest
For clients who are unsure about investing, not just the service.
- Day 0: Send summary email with pitch deck, highlighting our unique value (EMAIL 2).
- Day 1: Send text regarding the summary (TEXT 2).
- Day 3: Send email discussing opportunity cost to prompt a decision (EMAIL 5).
- Day 5: Send property valuation results (PROPERTY VAL 1).
- Day 7: Follow-up call—schedule next call or discuss objections.
- Day 10: Send another property valuation email (PROPERTY VAL 1).
- Day 14: Send close the file or ask for sale email.
- Continue weekly property valuations if delayed or ghosting.
Special Cases
- “No” on the Call (not interested in proceeding):
- Day 0: Send a summary as a final note and leave it open.
- Follow-Up: Schedule a check-in in one month.
- Yes but Pending Finance:
- Day 0: Send summary email.
- Ongoing: Send weekly property valuations or case studies and set a timeline for the finance decision.
Long-Term Follow-Up Guide
For clients who continue to ghost or delay after receiving a close-the-file email:
- Monthly Email: Send a case study or property valuation email with an engaging subject line.
- Next-Day Follow-Up Call:
- Introduction: “Hi [Client Name], it’s [Your Name] from InvestorKit. Just wanted to quickly check in with you.”
- Purpose: “I sent over a case study/property example yesterday. Have you had a chance to take a look?”
- Engagement: “What are your current thoughts on investing? Are you still considering moving forward?”
- Close: “Let me know if there’s anything specific you’d like more information on, or if you want to discuss your options further.”
This minimum framework sets the foundation, and great closers elevate it by adding personal touches, customising follow-ups based on client responses, and being adaptable. The goal is to keep each touchpoint meaningful and to lead each client closer to a decision with every step.
Running a Follow-Up Call: Where Momentum Meets Decisions
Follow-up calls are your chance to move the deal forward. Done right, they don’t just keep the client engaged—they build confidence, tackle doubts, and set the stage for action. Here’s how to make every follow-up call a winner.
1. Prep Like a Pro
• Reach Out Beforehand: Send a quick message the day before. Something like, “Looking forward to our chat tomorrow! Let me know if there’s anything specific you’d like to cover.” This sets the tone and gets you ready for any curveballs.
2. Frame the Call
• Start Strong: Recap key points from your last conversation. Example: “Last time, we talked about [key takeaways]. I’ve since looked into [resource/discussion] and wanted to circle back.”
• Set Expectations: Lay out the goal of this call right at the start. Example: “Today, we’ll go over any questions you have and map out the next steps to keep things moving forward.”
3. Keep It Sharp
• Direct Answers Only: When they ask questions, give clear, concise answers. Avoid rambling—clients value their time, so keep it tight.
• Stay Relevant: Focus on their concerns, not a laundry list of features. Tailor your responses to what they care about.
4. Listen for the Gold
• Pay Attention: Tune into what they’re really saying. If they mention a hesitation, dig deeper. Example: “You mentioned you’re unsure about [concern]. Can you share a bit more about that?”
• Paraphrase for Clarity: Show you’re listening by summarising. Example: “So, it sounds like [key concern]. Is that right?”
5. Sell the Benefits
• Reinforce Value: If they hesitate, tie the next step back to solving their pain points. Example: “Based on what we discussed, moving forward will help you [specific outcome].”
• Use Proof: Share a quick example of how you’ve helped similar clients succeed. This builds trust and makes the decision easier.
6. Ask for the Close
• Be Direct: If the client is ready, don’t tiptoe around it. Example: “Does this feel like the right next step for you?”
• Handle Objections: If they hesitate, clarify: “What’s holding you back from moving forward today?” Address their concerns head-on.
7. Lock in the Next Step
• Set the Plan: Once they’re ready, clearly outline what happens next. Example: “The next step is our strategy session on [date]. I’ll send you all the details shortly.”
• Confirm Timing: Make sure everyone’s on the same page for deadlines or follow-up calls.
8. Follow Up on the Follow-Up
• Send a Recap: After the call, send a quick email summarising the discussion and next steps. Example: “Here’s what we covered today, and here’s what’s next…” This keeps things clear and moving forward.
Pro Tips for a Winning Follow-Up Call
• Focus on Outcomes: Keep the call goal-oriented. Every question, answer, or suggestion should push them closer to a decision.
• Adapt On the Fly: Stay flexible—clients may bring up new concerns. Be ready to pivot and address what matters most to them.
• Keep the Energy Up: Follow-ups shouldn’t feel like a chore. Bring energy, urgency, and a sense of purpose to every conversation.
When you follow this structure, follow-up calls go from being a box you tick to a tool you master. The goal isn’t just to check in—it’s to create clarity, confidence, and action. That’s how you turn conversations into commitments.
✏️Activity 13 👉✨
Choose 2 of the calls you’ve watched so far, any 2. Map out a 1 month follow up plan for each of these clients. You can use the templates in Attio if you have access, but try to personalise them as much as you can.
🧑🏽🏫 Activity 13: Jump into the below link, make a copy of the document and then away you go:
Now you have learned how to nurture client relationships effectively through personalised follow-ups, ongoing engagement, and consistent communication. You are now confident in using various tools and touch points to address client hesitations, maintain momentum, and guide them closer to a decision, all while reinforcing trust and showcasing the value of InvestorKit’s services.