Product demonstrations are crucial moments in the B2B sales process, but what happens after the demo often determines whether prospects become customers. HubSpot research shows that 80% of sales require five follow-up calls after the initial meeting, yet 44% of salespeople give up after just one attempt.
At SendIQ, we’ve helped UK businesses transform their lead generation and follow-up strategies. Here’s the complete checklist for post-demo follow-ups that close deals faster.
Strike Whilst the Iron Is Hot: Immediate Follow-Up (Within 24 Hours)
Send a Personalised Thank You Email
Your first follow-up should arrive within 24 hours. This isn’t just courtesy—it’s strategy. Salesforce data shows leads contacted within the first hour are seven times more likely to engage with decision-makers.
Include in your email: a specific reference from the demo, recap of key pain points, clear next steps, and a recording or materials from the session.
Address Immediate Questions or Concerns
Use this opportunity to respond to questions you couldn’t fully answer during the demo. Providing clarity builds trust and keeps momentum.
Week One: Building on Interest
Provide Relevant Case Studies and Social Proof
Send case studies aligned with their industry or challenges. Nielsen reports that 92% of people trust peer recommendations over advertising—critical in B2B contexts.
Focus on similar company size, challenges solved, quantifiable results, and testimonials from relevant roles.
Share Additional Resources
Offer content that positions you as a trusted advisor: industry reports, best practice guides, ROI calculators, or implementation timelines.
Week Two: Addressing Objections Proactively
Tackle Common Buying Concerns
Address objections before they stall progress:
- Budget: show ROI projections, flexible payment options
- Implementation: provide onboarding and support plans
- Team buy-in: offer stakeholder sessions or trials
- Timing: suggest phased rollouts
Leverage Multiple Touchpoints
Rain Group research shows top sellers use 6.1 different communication methods. Mix email, LinkedIn, phone calls, video messages, and even direct mail for high-value prospects.
Week Three: Creating Urgency Without Pressure
Introduce Time-Sensitive Incentives
Encourage action with well-positioned urgency: limited-time pricing, reserved implementation slots, bonus features, or priority support.
Involve Decision-Makers Directly
If you’ve only engaged influencers, now is the time to secure introductions to budget holders. Offer executive briefings tailored to leadership concerns.
The Ongoing Nurture Strategy
Maintain Consistent Value Delivery
For prospects not ready to buy, establish a structured nurture sequence with monthly check-ins, quarterly reviews, event invites, and relevant introductions.
Track Engagement and Adjust
Use analytics to monitor what works. HubSpot data shows personalised emails deliver 6x higher transaction rates than generic ones.
Track: open and click rates, LinkedIn engagement, website visits, and response times.
Technology That Supports Better Follow-Up
Modern B2B sales require integrated tools. SendIQ’s platform combines email outreach, LinkedIn automation, cold calling, and website visitor identification.
Visitor identification is especially valuable—if prospects revisit pricing or case study pages, you can time outreach perfectly.
Measuring Success and Continuous Improvement
Monitor key KPIs: time from demo to close, follow-up completion rates, engagement scores, and conversion rates by channel.
Harvard Business Review found structured follow-up processes drive 30% higher close rates than ad-hoc efforts.
Your Next Steps
Effective post-demo follow-up demands consistency, personalisation, and the right tech stack. By implementing this checklist, you’ll close deals faster and boost conversion rates.
Every prospect’s journey is unique, but structure ensures no opportunity slips through the cracks. Balance persistence with value, and create follow-ups that prospects actually look forward to.
