After the Demo
The Follow-Up & Close Sequence
not in the demo.
1The 8-Step Sequence
- Send the recap · same dayRecap their problems, what solves each, the value discussed, the agreed next step. Proves you listened.
- Tailored value summary · 24–48 hrsTheir numbers, time/money saved, answers to open questions. This is what they forward internally.
- Confirm the decision path · this weekWho else decides? Budget? Timeline? Offer a short second demo for the real decision-maker.
- Send the proposal — fast · 2–4 daysMomentum decays. Present it live — screen-share and walk them through it. Never email-and-pray.
- Follow up with value · on cadenceNever "just checking in." Every touch adds something: a case study, an ROI angle, an answer.
- Give an honest reason to decide · as it maturesOnboarding slot, price held to a date, ready before busy season, cost of waiting. Then ask.
- Offer a smaller yes · if stalledPaid discovery, a pilot, phase one. A small yes beats a stalled maybe.
- The break-up, then nurture · if silentAsk permission to close the file — it revives dead deals. If not, nurture every 4–6 weeks. Never bin them.
2Follow-Up Cadence (after proposal)
3Top Objections → Fast Answers
| They say | You say |
|---|---|
| "Need to think about it." | "Of course — what's the main thing you're weighing?" Surface the real objection. |
| "Too expensive." | Re-anchor on what the problem costs them per year. Offer a smaller tier — not a discount. |
| "We use spreadsheets." | "They feel free because the cost is hidden — hours, errors, missed charges. Usually $X/yr." |
| "Migration sounds awful." | "We migrate your data, run it alongside what you have, and don't cut over till it works." |
| "Too busy right now." | Phased rollout + quantify the cost of waiting another quarter. |
| "Send me info." | "Happy to — so I send the right thing, what matters most to you?" |
4Scripts — Steal These
"Thanks for the time today. Quick recap: you're dealing with [problem 1] and [problem 2], costing about [value]. You saw how [feature] removes [problem 1]. Next step: [action] on [date]. Anything I missed?"
"Not chasing — just useful: here's how a similar business handled the exact [concern] you raised, and what it saved them: [result]. Where are your thoughts on moving ahead?"
"Haven't heard back, which usually means one of three things: timing isn't right, it's not a priority, or I've dropped the ball. Should I close this out and check back later, or is there still interest?"
"So this saves your team ~[X hrs] a week and pays for itself in [months]. Ready to lock in your start date?"
→ Then STOP TALKING. Let them answer.
"I've got Thursday at 10 or Friday at 2 — which is easier?" (Two options beat "when are you free?")
5Always Do
- Discovery before you demo. Ask about their volumes, pain, cost.
- Demo their scenario first — not your login screen.
- Get the decider in the room early. Never single-thread.
- Make them say the value out loud: "what would that be worth?"
- Present proposals live. Watch their face; handle objections.
- Ask for the referral right after a win.
6Never Do
- End with "we'll be in touch."
- Send "just checking in" with nothing of value.
- Drop the price without changing the scope.
- Feature-dump instead of solving their problem.
- Give up after 1–2 touches. Most replies come later.
- Forget to ask for the business.
"Do nothing." Many deals are lost to inertia, not a rival. Make the cost of waiting vivid, and make saying yes feel safe.
1. Follow up faster, with value. 2. Present proposals live, one clear next step. 3. Ask — for the decision, and the referral.