Most agencies are obsessed with finding new leads. They're spending time and money on cold outreach, networking, and lead gen tactics, all while ignoring the goldmine sitting in their inbox: past conversations that never closed.

In this episode, Melissa and Meredith tackle one of the most underrated skills in business development: the art of the follow-up. Spoiler: "just checking in" isn't a strategy. It's a signal that you've already lost the thread.

The stats are damning. According to HubSpot's 2024 sales data, 80% of B2B deals require at least five follow-ups to close. Yet 44% of sellers stop after just one attempt. That gap is where deals go to die.

If you've ever wondered...

1. Why am I not closing leads I had great conversations with?
2. How do I follow up without sounding desperate or salesy?
3. What's the difference between persistence and being annoying?
4. Is there a magic email that actually gets responses?

...this one's for you.

This episode is brought to you by:

Copper is the CRM that helps agencies attract more clients, streamline communication, and deliver projects effortlessly. Exclusive to listeners of the podcast, Copper is offering 15% off any annual plan with promo code AGENCYDARLINGS at copper.com/agency

Chapters:

(00:00:00) Intro and the 120% Problem

1. Michelle Obama's advice on showing up at 120% as a woman and person of color
2. Why agency owners carry extra weight in every interaction
3. Setting the tone for intentionality in business development

(00:07:43) The Five-Minute Journal Approach to Intentionality

1. How morning journaling shifted Melissa's approach to follow-ups
2. The power of writing down who you want to connect with
3. Why intention creates momentum in your pipeline

(00:14:08) Why Agencies Leave Money on the Table with Past Leads

1. The goldmine sitting in your inbox that you're ignoring
2. Why warm leads are more valuable than cold outreach
3. The real reason most agencies don't close deals they should win

(00:17:14) The Barbara Corcoran Philosophy on Persistence

1. "Every successful deal I've ever done came from following up when other people gave up"
2. What clients actually think when you don't follow up
3. The difference between desperate and persistent

(00:24:54) The Statistics That Should Wake You Up

1. 80% of B2B deals require at least five follow-ups to close
2. 44% of sellers stop after just one attempt
3. McKinsey data: 74.6% of B2B sales take four or more months

(00:33:35) What You're Doing Wrong with Follow-Ups

1. Why "just checking in" makes you look insecure
2. The problem with "bumping this to the top of your inbox"
3. How vague questions put the burden on your prospect

(00:37:54) The Three-Part Formula That Actually Works

1. Relevance: Reference something specific from your conversation
2. Add Value: Share something new that helps them
3. Clear Next Step: End with a yes-or-no question

(00:43:34) Cadence and Timing for Your Follow-Up Strategy

1. Initial phase: touchpoint every five to seven days
2. Long-term: five to seven total touches over 90-180 days
3. When to speed up and when to space out

(00:46:56) The Kill Email That Always Gets a Response

1. The email that works nine times out of ten
2. Why giving them an easy out creates urgency
3. How removing pressure gets people to finally respond

Want To Dive Deeper On These Topics?

1. Episode 13: Ghosts, Maybes, and Wins: Your Pipeline Playbook
2. Episode 34: Ghosting Happens. Here's How to Bring the Right Leads Back.
3. Apply to join our exclusive Agency Darlings Slack Community: agencydarlings.com/community
4. Sign up for our agency advice column: agencydarlings.myflodesk.com/signup

Connect with Melissa & Meredith:

1. Waverly Ave: waverlyave.com
2. Instagram: instagram.com/waverlyave.co
3. Le Chéile: lecheile.co/contact
4. Instagram: instagram.com/lecheile.co