Why Your Sales People Struggle With Follow-Up

By Perminus Wainaina

There’s nothing quite like that moment when a client finally shows real interest. They engage with your proposal, and give you every sign that they’re considering your solution. The deal feels so close you can almost taste it. And in your mind, you’re already calculating how much this one client could add to the quarter’s targets

Then a day passes, and a week stretches into two. Each time you ask for an update, the answer is the same: ‘We’ll get back to them.’ But the follow-up never comes soon enough. By the time someone finally picks up the phone, the client has already moved on, signed, sealed, and gone with your competitor. Not because your product wasn’t the best option, but because your team went quiet when it mattered most

And that’s when it stings. You’ve already poured money into marketing, worked hard to build a brand people actually notice in the market. Then, just like that, the opportunity slips away because of something so basic and avoidable; no one followed up.

Here’s the hard truth: in sales, especially in B2B, very few deals are won in the first meeting. The follow-up is where the real magic happens. That’s where trust grows, where doubts are addressed, where decisions are finally made.

Ignore it, and you’re not just losing one deal. You’re losing your credibility, the reputation you’ve built and the referrals that could have opened even more doors. Here are the real reasons your team isn’t following up

1. They Forget

Your salesperson leaves a meeting excited, but by the time they get back to the office, they’re swamped with calls, admin work, or even traffic delays. That promised “I’ll get back to you” is forgotten, and when they finally remember, the client has already signed elsewhere.
Fix: Encourage them to schedule the follow-up immediately in their calendar or CRM. Make follow-up reminders part of your weekly sales meetings so no one slips.

2. Fear of Being Pushy

Many salespeople worry, “What if I annoy the client?” So they stay quiet, waiting longer than they should. But silence communicates indifference. In Kenya, where trust and personal connection matter, a quiet salesperson feels like a careless one.
Fix: Teach them to frame follow-ups around value, share an article, answer a question, or update on something relevant. It’s not nagging if it’s helpful.

3. Assuming the Client Will Call Back

Some salespeople believe, “If they’re interested, they’ll reach out.” But let’s be honest, clients are busy. They won’t chase you. They’ll go with whoever keeps the conversation alive.
Fix: Before ending a meeting, lock in the next step: “Would it work if I call you Thursday afternoon with the proposal?” That way, follow-up feels expected, not intrusive.

4. Generic Follow-Ups

We’ve all seen them: emails that say nothing beyond, “Just checking in.” To the client that feels lazy. In a market like ours, where building trust is everything, a bland message kills interest fast.
Fix: Use details. Mention the client’s pain point from the meeting or share a case study from their industry. Even a small personal touch shows you listened.

5. No Clear Process

Without a structure, follow-up becomes random. One salesperson calls the next day, another waits three weeks, and leads fall through the cracks. For employers, this inconsistency is costly, you’re generating leads but losing them at the finishing line.
Fix: Create a standard follow-up flow: e.g., email within 48 hours, a call after five days, a LinkedIn connection, then a final check-in. Consistency builds trust.

6. Giving Up Too Soon

Many give up after one or two tries. But in B2B sales, the deal rarely happens on the first or second call. It often takes four, five, or even six touchpoints. By quitting early, your team leaves money on the table.
Fix: Train persistence. Set a minimum number of follow-ups before a lead is dropped, and track it. Show your team data, how most wins actually happen after several contacts.

Follow-up is a skill, and like any skill, it can be taught and strengthened. At Corporate Staffing, we run a practical sales training program that equips your team with exactly this: how to build a follow-up system, nurture relationships without feeling “pushy,” and turn warm leads into paying clients.

For you as an employer, that means less wasted marketing spend, higher conversion rates, and a sales team that knows how to close deals consistently.

Want to know the signs that it’s time to train your sales team? Watch this youtube video to learn more. >>>> Signs it is time to train your sales department >>>>

Perminus Wainaina is the C.E.O at Corporate Staffing Services. For help on your pressing staff issues including recruitment, staff productivity, business performance, training, labour laws etc., write to this email marketing@corporatestaffing.co.ke and we shall organize a free consultation meeting.