How to Build a Follow-Up Cadence That Doesn’t Annoy Prospects

You know that feeling when someone follows up just enough to stay on your radar, but not enough to make you block their number?

That’s the sweet spot. And most small businesses are either way off to the left (totally forget to follow up) or way off to the right (might as well be texting, emailing, and calling all in the same hour).

If you're running a business in Phoenix, you already know how competitive things are getting - whether you’re in plumbing, IT, home remodeling, or anything in between. But here’s the real killer:

Most of your competitors are losing leads not because they’re bad at selling - but because they’re bad at following up.

The Problem With Most Follow-Up

Let’s be honest:

• Sometimes you forget.

• Sometimes you're juggling five other things.

• And sometimes… you don’t want to sound desperate.

But here’s the thing: No one buys from the business that goes quiet. And they definitely don’t buy from the one that won’t stop calling like a clingy ex.

What You Need Is a Follow-Up Cadence

Think of it like a workout plan - but for closing deals.

The cadence is the rhythm you use to stay in touch:

• How often

• What method (email, phone, text)

• What message

• And how you back off without disappearing

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What Works for Phoenix Small Businesses

Here’s a cadence that works great for local service-based businesses and solo operators in the Valley:

Day 1 – Initial Contact → Friendly, quick, low-pressure message (email or call) Example: “Hey Maria, just wanted to thank you for your interest — if you have questions, I’m all ears.”

Day 3 – Follow-Up #1 → Add value. Don’t just say “checking in.” Example: “Thought you might like this guide on [relevant tip]. Let me know if it’s helpful!”

Day 7 – Follow-Up #2 → Light humor or personality helps Example: “Just making sure your inbox didn’t eat my last message. Happens to mine all the time.”

Day 10–14 – Call or Text → Switch channels if email’s going cold Example: “Hey Maria — happy to answer questions if you’re still thinking this over.”

Day 21 – Polite Sign-Off → Give them an out (and a way back in) Example: “I’ll close the loop here for now - feel free to reach out down the road if the timing’s better!”

What NOT to Do:

•  “Just checking in” five times in a row

• Calling at 7 a.m. or 7 p.m. - this isn’t a telethon

• Sending calendar invites without asking (yes, people do this)

• Writing subject lines like “Final Chance” when it’s not… final

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Bonus: Automate the Boring Stuff

Even if you’re a one-person show, you don’t have to remember it all.

Use simple tools like:

• HubSpot Free CRM

• Mailchimp automations

• Even a well-built Google Sheet with reminder alerts

The more structure you have, the less your follow-up relies on “hoping you remember.”

Final Word: Don’t Be a Pest. Be Present.

Great follow-up is about being helpful, human, and consistent - not about pushing people into “buy now” mode.

If you're running a small business in Phoenix, follow-up isn’t just good manners - it’s a competitive advantage. Most folks drop the ball. If you can carry it cleanly to the end zone?

You win.