Steli Efti Persistent Follow-Up Cadence

Steli Efti's follow-up routine turns silent pipelines into clear answers using a short, persistent outreach block.

4 time blocks, 25 minutes in total.

Time blocks

Filter Unanswered Pipeline: 5 min
Identify contacts due for follow-up based on your cadence schedule
Draft Short Direct Check-Ins: 10 min
Write concise two-sentence messages asking if priorities shifted
Attach Relevant Context: 5 min
Include a helpful article, product update, or quick industry insight
Schedule Next Touchpoint: 5 min
Log the next follow-up date in your CRM or calendar system

About this routine

Steli Efti, founder of Close and author on B2B sales, advocates a simple rule for sales outreach: follow up until you get a definitive yes or no. Most deals fall through simply because people stop communicating after one or two unreturned emails. Steli Efti's follow-up routine provides a structured approach to persistent, polite communication without feeling pushy.

The core philosophy relies on diminishing frequency rather than giving up. After initial outreach, you follow up two days later, then four days later, then weekly, and eventually monthly. In this daily action block, you quickly audit pending leads, craft short check-ins, and reset calendar reminders so no contact slips through the cracks.

By keeping emails under fifty words and focusing on clarity over fluff, you make it frictionless for busy prospects to respond. Running this block with a daily routine timer helps maintain steady momentum through your pipeline without overthinking each message.

Why this routine works

Eliminates hesitation around following up with silent leads
Keeps emails short and easy for prospects to answer
Maintains a structured contact schedule across weeks and months
Converts passive non-responses into clear decisions

FAQ

What is Steli Efti's follow-up philosophy?

Steli Efti preaches following up indefinitely until you receive a definitive yes or no answer from the prospect.

How often should you follow up with an unresponsive prospect?

Start with two days after initial contact, then four days, then weekly for a month, and finally once a month until you receive a response.

How long should follow-up emails be?

Keep follow-up emails under fifty words. State the context quickly and ask a clear, simple question.

Sources

The Ultimate Startup Guide to Outbound Sales, Steli Efti
The Follow-Up Formula, Close Blog