Follow-up
The follow-up cadence that actually closes service deals
March 30, 2026·6 min read
Why most cadences fail in services
Cadences built for SaaS SDR teams don't survive contact with a $40k consulting deal. The buyer is busier, the cycle is longer, and the relationship matters more than the sequence.
The 14-touch service cadence
Spread 14 touches across 60 days. Mix channels — email, LinkedIn, a short Loom, and one well-timed phone call. Every touch should add something: a relevant case study, a pointed question, or a teardown of the prospect's current process.
Visibility, not pressure
The goal isn't to chase. It's to stay top-of-mind while the buyer's internal politics work themselves out. Track replies, not just opens — replies are the only signal that matters.
Frequently asked
Questions on follow-up
+How many follow-up touches should a service business send before giving up?
For $10k–$250k service deals, 14 touches over roughly 60 days is the sweet spot. Fewer than 8 and you're leaving deals on the table; more than 18 and you're training prospects to ignore you.
+What channels should be in a follow-up cadence?
A mix of email, LinkedIn, one short Loom video, and a single well-timed phone call. Single-channel cadences underperform multi-channel ones by a wide margin in services.
+How do I know if a follow-up cadence is working?
Track reply rate, not open rate. Replies — positive or negative — are the only signal that the cadence is reaching a real human and creating a decision.