Why Follow-Up Is Non-Negotiable

Great pop-ins happen all the time—but so do ghostings. Why? Because vending isn’t a top priority for decision-makers like HR heads or COOs. They're dealing with hiring, fires, and operations—not Gatorade prices in the breakroom. That’s why follow-up matters. Staying at the top of their mind is the only way to close the deal.

The Follow-Up Cadence That Works

Day 0: Send an immediate follow-up email after the pop-in Day 3: Send your second email Day 6: Send a third follow-up After that, rotate between calls, texts, and emails. If they still don’t respond, do a secondary pop-in with a fresh angle:

• Mention a competitor just signed with you

• Offer something new (e.g., “We just partnered with Factor”)

Stay professionally persistent until they tell you to stop. The sale usually lives in the follow-up, not the first pitch.

Tracking Your Pop-In Funnel: Build Your CRM

You need a system to track every stage:

• Needs Pop-In

• Pop-In Completed

• Follow-Up 1 Sent

• Follow-Up 2 Sent

• Proposal Sent

• Negotiation

• Closed

You can:

• Use free CRMs like HubSpot or Notion

• Or go old-school: Google Sheets or Excel work perfectly for getting started

What matters is that you track everything weekly, so you never lose sight of who needs your attention.

Systemizing Your Outreach With Templates

Build your CRM to include communication templates for each stage:

• Pop-In Email

• Follow-Up 1

• Follow-Up 2

• “We Just Installed at [Nearby Competitor]” Angle

• “New Vendor Partnership” Angle

Each time you move a lead forward, copy, paste, send.

This saves time and keeps messaging sharp.

This Is Where the Deals Are Closed

Pop-ins open the door—but follow-up gets you through it. Build your system, stick to the cadence, track everything, and you’ll win more buildings than the competitors who stop at the first “no response.”