A follow-up gives both people a chance to check what they understood. It can capture the need, resolve an open question and make the next step clear. A vague “just checking in” leaves the customer to reconstruct the conversation and work out what you want from them.
Before writing, return to the notes from the discussion. Which points did the customer confirm? Which are your interpretation? What did you actually agree to send or do? If no next step was agreed, propose one without presenting it as a commitment the customer has already made.
Give the message one useful job
Choose the purpose that fits the conversation: answer a question, provide a requested document, clarify a requirement or confirm an agreed action. Put that purpose near the start. Avoid attaching an entire library when one explanation will answer the question.
A practical structure is:
- Briefly restate the need as you understood it.
- Supply the promised information, or explain honestly what is still outstanding.
- Set out the agreed action and timing, or ask whether a proposed next step would help.
- Invite the customer to correct a misunderstanding.
A hypothetical before and after
Before: “Hi Thandi, great chatting. Just checking whether you have made a decision. Our solution is perfect for your team. When can we get started?”
The message assumes both fit and readiness. It provides no useful reminder of the discussion.
After: “Hi Thandi, thank you for explaining the delay between your branch orders and head-office approval. I understood that your first priority is to see who owns each step. Attached is the workflow example you requested. It illustrates the handover; it does not yet include your branch exceptions. You mentioned reviewing it with Sipho on Thursday. As agreed, I will call on Friday morning to hear what needs changing. Please correct me if I have missed anything.”
The fictional example works because the next step follows a stated agreement. If Friday’s call had not been agreed, the closing should instead ask whether a call would be useful and when it would suit the customer.
Leave a record that helps the next conversation
In your existing customer record, note the confirmed need, information supplied, unanswered questions, next action, responsible person and agreed timing. Keep your assumptions clearly separate. Record only relevant information and follow your organisation’s rules for handling customer details.
If the promised information will be late, give an accurate update. If the customer asks for more time or declines further contact, respect that request. A follow-up sequence should remain connected to the customer’s situation.
Before sending, read the message from their side: Can they see why it matters? Is the next step clear? Does every claim match what you can actually deliver?
Explore Flight School sales training to discuss the conversations your team wants to strengthen.