Dear SaaStr: How Long Should I Wait to Follow Up After A Big Customer Pitch?
You shouldn’t wait at all.
Follow up immediately after the initial pitch meeting. Ideally, within the same day. The best always do.
If you can’t do it that quickly, make sure it’s no later than 24 hours. Here’s why:
1. Momentum Matters
After a pitch meeting, the client’s interest is at its peak. They’re thinking about your product, your value proposition, and how it fits into their needs. If you wait too long, that momentum fades, and you risk losing their attention to other priorities—or competitors.
2. Show You’re Proactive
A quick follow-up signals that you’re serious about their business and that you’re organized and responsive. It’s a small but powerful way to build trust and credibility.
3. Clarify Next Steps
Use the follow-up to:
- Thank them for their time.
- Recap key points from the meeting.
- Address any questions or concerns they raised.
- Propose clear next steps (e.g., scheduling a demo, sending over additional materials, or setting up a follow-up call like).
4. Keep the Relationship Warm
Even if the client isn’t ready to move forward immediately, staying top of mind is critical. A quick follow-up keeps the conversation alive and positions you as a reliable partner.
Personalize the Follow-Up — Thoughtfully. And Add Real Value When You Do.
Don’t send a generic “Thanks for your time” email. Reference specific points from the meeting to show you were listening and that you understand their needs. For example:
- “You mentioned that streamlining your onboarding process is a priority. I’ve attached a case study showing how we helped [similar company] reduce onboarding time by 50%.”
Final Thoughts
Sales is all about timing and persistence. If you don’t follow up quickly, someone else will. And if you’re not sure what to say, just keep it simple: thank them, recap the meeting, and propose next steps. Just try harder to truly add value at each step. So few truly do.
