Episode #292: Be Bullet Proof Against Criticism Of Your Follow-up

You had a great conversation at a networking event. You followed up. And then… silence. If this sounds familiar, you’re not alone. “I was ghosted” may be a new sales phrase, but the reality behind it is timeless: prospects go quiet, and sellers must decide how to respond without damaging trust or brand.

This page lays out a practical, respectful follow-up sequence designed for busy professionals in Tokyo (東京 — Tokyo) and beyond, including Japanese enterprises (日本企業 — Japanese companies) and multinational firms (外資系企業 — foreign-affiliated companies).

Most people don’t disappear because they lied at the event. More often, they’re drowning in information. Executives today face a constant flood of emails, social messages, notifications, and meetings. Your note may have been missed in seconds and then buried forever.

Assume overload first, not bad intent. That mindset keeps you persistent without becoming hostile.

Mini-summary: Ghosting usually signals “busy and overwhelmed,” not “dishonest.” Start from empathy, not suspicion.

Persistence is essential in sales, but uncontrolled follow-up can feel like spam. The danger is brand damage: even a valuable offer can become annoying if the buyer starts to feel pressured.

The right approach is structured persistence:

• each follow-up adds clarity,

• each message is shorter than the last,

• each one reinforces that you are trying to help, not chase.

Mini-summary: Follow up consistently, but in a way that protects the relationship and your reputation.

What should the second follow-up email say?

Your second message should do three things:

1. Acknowledge their inbox load with a gentle apology.

2. Restate the benefit you bring to their business.

3. Justify the follow-up as part of serving them well.

You’re not emailing to nag; you’re emailing because you believe you can help them move their business forward.

Mini-summary: Email #2 balances empathy (“sorry to add to your inbox”) with value (“here’s why this matters to you”).

How should the third follow-up differ?

Keep it aligned with the second email, but vary the wording so it feels fresh. The goal is the same: maintain a helpful tone and reinforce the business impact you can offer.

Think of it as another angle on the same promise: “I’m following up because I want to help.”

Mini-summary: Email #3 is a respectful re-approach, not a repeat of Email #2.

Use a very short, low-pressure check-in. A proven option is Dean Jackson’s nine-word email:

“Are you still interested in doing something with ___?”

It’s unobtrusive, easy to answer, and often reopens the conversation because it removes emotional weight.

Mini-summary: Email #4 should be brief, direct, and friction-free.

Two techniques reduce perceived pressure:

1. Start with “Thanks…”

Beginning with gratitude forces you into a human tone before business. It keeps your message warm even when you’re outcome-driven.

2. Use their name as the header

A subject line like “Tanaka san (田中さん — Mr./Ms. Tanaka)” is more inviting than a corporate label. A brand-heavy subject implies effort and time, which busy people instinctively avoid.

If challenged, you can say:

• your intent is to help their business succeed,

• and using their name ensures the email is at least seen among hundreds.

Mini-summary: Gratitude + personal naming makes follow-ups feel considerate, not corporate.

Be ready in advance. A calm, prepared reply protects your brand:

• You’re committed to helping their business improve.

• Proper follow-up is part of professional customer service.

• Most leaders wish their own sales teams were this consistent.

This reframes persistence as service, not pressure.

Mini-summary: Prepare for pushback ahead of time; don’t improvise under tension.

When should you stop following up?

Always give the buyer space to say “no” themselves. Silence alone is not a “no” until you have tested it responsibly.

A practical rule:

• follow up four times with the sequence above,

• if there’s still no reply, treat it as a “no,” and move on.

This keeps your pipeline healthy and your brand respected.

Mini-summary: After four well-designed attempts, no response = no interest. Close the loop and refocus elsewhere.

• Ghosting usually equals overload, not rejection.

• Persistence works best when structured and value-centered.

• Shorter, lighter messages reduce pressure and reopen dialogue.

• After four follow-ups, silence is effectively a “no.”