Following-up
Most businesses don’t lose clients because they are bad at what they do. They lose them because they stop showing up.
Let’s start with a few uncomfortable numbers:
Studies often show that around 80% of sales happen after at least 8 follow-ups.
Yet a large share of salespeople and business owners stop after 1–2 attempts.
Response rates frequently increase with each relevant follow-up, not the first contact.
In other words: most of the money, impact, and relationships sit in the follow-up that never happens.
Grant Cardone has been repeating this for years: obscurity is your real problem. People forget you. They are busy, distracted, overwhelmed. Your first contact is rarely rejected – it is just ignored by a busy brain. Follow-up is how you ethically fight that obscurity.
But let’s go one step deeper, into the brain.
From a brain science and Ethical Persuasion perspective, follow-up is not just a “sales tactic”. It’s how you train the brain of your prospect or client to feel:
“They remember me.”
“They care about my success.”
“I matter beyond the transaction.”
That is the beginning of something much more powerful than a “sale”: that is how you build a tribe of recurring clients.
A tribe is not built with one brilliant email or one perfect meeting. A tribe is built through repeated, consistent, relevant contact that always answers the same subconscious question:
“Do you make me great, or are you just trying to make yourself great?”
When you follow up with the right intention, your message is no longer: “Have you decided yet?” It becomes: “I haven’t forgotten you. I’m still here to help you win.”
That’s the Make Me Great mindset applied to follow-up.
You don’t chase. You care.
You don’t pressure. You prioritize their success.
You don’t spam. You stay present in their brain with value and clarity.
Over time, this transforms the relationship:
A cold lead starts to feel familiarity.
Familiarity becomes trust.
Trust becomes preference.
Preference, supported by results, becomes tribal loyalty – they come back, they refer, they defend your brand.
Most leaders underestimate how much structured follow-up can change their revenue and their culture. They think it’s a “sales problem”. It’s actually a leadership and system problem.
If you, as the owner or CXO, don’t embody and install a follow-up culture, your team will always default to comfort: one email, one call, and then they move on. Your pipeline looks full, your calendar looks busy, but your tribe never really forms.
The Make Me Great approach is simple:
Design follow-up as a service, not as harassment.
Make every touchpoint answer: “Here is how I help you win.”
Use follow-up to elevate people, not to chase them.
Do this consistently, and you don’t just close more deals. You build a tribe of recurring clients whose brains are wired to think of you first when they need help.
If you want to go deeper into how to install this in your business – combining ethical persuasion, follow-up systems, and leadership, including Grant's 10X system – you can discover the “From Zero to Hero” program here: home.happy-brains.com/zero2hero
