Don’t Fall Down on Follow-up

I’ve coached a lot of professionals on pitching to investors. Much of the time I spend with clients is on helping them tell a clear story — one that will resonate with their audience, and that will make a clear case for the investment opportunity at hand.

The Initial Pitch is Only the Beginning

When my clients pitch, they are fully prepared with a compelling presentation that looks great, and that they deliver with brilliance.

But the fact is that you rarely get a “yes” from an investor the day that you pitch. You often hear, “Sounds great. Keep us updated…” or “Thanks for the presentation. We’ll be in touch.”

Staying in Touch

This is where a lot of people lose momentum with the pitch process. You must stay in touch. You can’t assume that your pitch presentation will be remembered three weeks from now. You also can’t assume that you persuaded the audience fully from that one meeting. You need to do the work to stay in front of them, and to ensure they understand that they are going to miss out if they don’t get to a “yes” soon.

The Art and Science of Follow-up

There is no one-size-fits-all approach to follow-up. However, you must ensure you’re not coming across as pushy, obnoxious, or desperate.

I believe your follow-up strategy needs to be customized to the individual, so you can develop a real relationship that they value. Doing so requires the right balance of frequency and content. Finding that balance can be tough, but it’s worth the effort.

Originally published at on November 30, 2020.




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Michael Piperno

Michael Piperno

On a mission to improve the business world through better communication.

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