Follow-up

A follow-up is contact after a proposal or meeting that aims to move the decision forward — ideally by delivering something the buyer did not have.

In B2B sales, follow-up is routinely confused with a reminder. The difference is practical: a reminder is about the sender's calendar, while a follow-up delivers something the recipient did not have before — an answer, a document, a simplification, or a reply to a question they never asked out loud.

A useful test before sending: would this message be useful even if they never buy? If yes, send it. If no, it is a nudge no matter how politely it is phrased.