Follow-up & booking
Cadence, handling replies and objections, and getting the meeting on the calendar.
Most replies aren't an instant "yes, book me" — they're questions, soft interest, or silence. Money is made in the follow-up and in making booking effortless. This is where good operators out-earn everyone else.
Persistence wins
It often takes several touches to get a reply. Most people stop after one or two — don't. Run your full sequence (4+ emails plus LinkedIn touches) before giving up on a prospect. A polite, value-adding follow-up regularly outperforms the first email.
Handle the common replies
- "Not right now." → "Totally fair — should I check back in [timeframe]?" Keep the door open and follow up.
- "Send me info." → Don't dump a deck. "Happy to — easiest is a quick 15 min so I tailor it. Grab a time: [link]?"
- "What's it cost / how does it work?" → Brief answer + pivot to a call to scope it.
- "Who are you / proof?" → One line of credibility + case study link + the ask.
- Positive but vague. → Move to booking immediately while interest is hot.
Make booking frictionless
- Always include your booking link — never play calendar tag.
- Offer specific times as a fallback ("Tue 2pm or Wed 11am ET?").
- Reply fast — speed-to-reply hugely affects whether interest converts.
Confirm and reduce no-shows
- Send a calendar invite immediately with a clear agenda.
- Send a reminder the day before and the morning of.
- A short personal confirmation message lifts show rates (more in Module 6).
Track everything
In your sheet, log every prospect's status: contacted → replied → call booked → showed → handed to client. This is how you stay persistent without dropping warm leads, and how you prove results to clients.
Booked meetings come from two unglamorous habits: following up more than feels comfortable, and removing every ounce of friction from saying yes.
You're booking meetings. Next module: delivering them — qualification, appointment setting, and keeping clients happy.