If a sale was not closed during the first client contact, when should you follow up?

Following up 24 hours after the initial client contact is an effective strategy because it helps maintain engagement and keeps the conversation fresh in the client's mind. This timeframe allows for enough time to pass so that the client may have reflected on the information provided but is still close enough to the original discussion that the details are clear. A timely follow-up can address any questions or concerns the client may have, and it demonstrates your commitment to their needs.

Immediate follow-ups can sometimes feel overly aggressive, potentially leading to discomfort for the client. Waiting a week or more may cause you to lose momentum and allow the client to forget essential aspects of your discussion or lose interest altogether. Therefore, a 24-hour follow-up strikes a balance between being attentive and giving the client space to process the information.