Closing and following up

Most deals are lost to silence, not to a no. Asking clearly and following up systematically wins more than any technique.

What is it?

Closing is asking for the decision explicitly. Following up is the systematic process of staying in the conversation until there is one — a yes or a no.

Both are unglamorous. Together they win more deals than any clever technique.

Why does a founder care?

Because the most common way to lose a deal is for it to drift. Nobody says no; the conversation just stops. The prospect got busy, the champion changed jobs, something else became urgent.

And because founders under-ask. Feeling awkward about asking for a decision means deals stay open for months, which makes the pipeline look healthier than it is and makes forecasting impossible.

Example

Asking clearly: 'Based on what you've seen, does it make sense to go ahead? If yes, I'll send the agreement today. If not, that's completely fine — I'd just like to know either way.'

That is not aggressive. It gives an easy no, which is exactly what makes it easy to say yes.

Following up. A realistic sequence after a good meeting with no response:

  • Day 2 — summary of what was discussed and the agreed next step
  • Day 5 — something useful and unrelated to the ask (a relevant article, an answer to a question they raised)
  • Day 12 — direct: 'Is this still something you want to do this quarter?'
  • Day 25 — the closing note: 'I don't want to keep chasing. Shall I close this off for now and check in next quarter?'

    • That last message gets a response remarkably often, because it releases the pressure. People reply to being let go far more readily than to being chased.

    Four to six touches over a month. Most founders give up after one or two.

    The common mistake

    First-time founders often follow up once, get no reply, and conclude the answer is no. Two-thirds of the time the person simply got busy. Persistence within reason is not rude — it is how business gets done.

    The second mistake: follow-ups that only say 'just checking in'. Every touch should carry something — a summary, a useful link, an answer, or a direct question.

    The third: never closing dead deals. A pipeline full of six-month-old maybes is not a pipeline. Close them explicitly and the real number becomes visible.

    How it works

    Step 1: Ask directly, and offer an easy no

    Making 'no' comfortable is what makes 'yes' comfortable. Both are better than silence.

    Step 2: Agree the next step in the meeting

    Never leave a call without a dated action. This is the single biggest determinant of whether a deal progresses.

    Step 3: Plan four to six touches over a month

    Diarised, not improvised. Most deals need more contact than founders are comfortable with.

    Step 4: Make every touch carry value

    A summary, an answer, a relevant link. 'Just checking in' is a wasted touch and slightly annoying.

    Step 5: Use the closing note

    'Shall I close this off and check back next quarter?' It releases pressure and gets replies.

    Step 6: Actually close dead deals

    Mark them lost with a reason. A clean pipeline is the only one you can forecast from.

    When to use this

    Every deal, from first meeting to decision.

    When not to use it

    Do not pursue someone who has clearly said no. Note the reason, close it, and revisit in six months if circumstances change.

    Do this now

    Apply this to your own startup in My Full Journey (free account).