Follow-up is a crucial part of sales success, yet many salespeople struggle with how to do it effectively. According to sales coach Matt Easton, the problem isn’t just execution—it’s the way follow-up is framed. In today’s episode of CBT Now, Easton breaks down a game-changing approach that simplifies follow-up, eliminates common mistakes, and leads to faster deal closures with less effort.
Matt Easton, founder of Easton University, argues that most sales professionals make follow-up harder than it needs to be. The common phrases “just following up” and “just checking in” create resistance from prospects, leading to missed opportunities. Instead, Easton introduces a structured approach with three distinct types of follow-up that drive results.
The first type involves reaching out to a lead who has never been contacted before. Instead of a passive introduction, Easton suggests starting with authority: “I wanted to reach out to you personally to make sure my people got you all the information you needed.” This approach positions the salesperson as a credible resource, making the prospect more likely to engage.
The second type is follow-up with someone who has already been in contact but has not yet committed. Easton recommends avoiding vague check-ins and instead asking a direct, action-oriented question: “I’m calling to see if it makes sense to [visit the store, place your order, sign the contract].” This eliminates ambiguity and prompts the prospect to take the next step.
The third and most powerful follow-up strategy applies when a prospect has promised to take action but has not yet done so. Rather than asking, “Do you have any questions?”—which invites hesitation—Easton suggests reinforcing the action directly: “I wanted to make sure you had the link to execute the contract. I’m sending it to you now.” By keeping the focus on what needs to be done, salespeople remove friction and increase the likelihood of completion.
Easton emphasizes that buyers are often busy and distracted, not necessarily hesitant or uncertain. Giving them an easy path forward increases follow-through and speeds up the sales process. His techniques challenge conventional sales wisdom, such as asking, “Is this a good time?” which he dismisses as unnecessary. “If they answered the phone, they’re already in the conversation—don’t give them an easy out,” he explains.
With these simple yet effective strategies, Easton’s method transforms follow-up from a frustrating hurdle into a streamlined process that leads to more closed deals with less resistance.
“When you ask, ‘Do you have any questions?’ it’s like pulling the pin on a hand grenade and waiting for your deal to blow up. Instead, focus on what they need to do and say, ‘I’m sending it to you now.’”– Matt Easton
