Learning Objectives
By the end of this lesson, you will be able to:
- Explain why follow-up is critical in business development.
- Differentiate between weak and value-driven follow-ups.
- Identify appropriate timing and frequency for follow-ups.
- Draft effective follow-up emails for specific client scenarios.
- Log follow-ups accurately in the RSS Business Development Pipeline Tracker.
Lesson Content
1. Why Follow-Up Matters at RSS
- Trust is built over time: Clients rarely commit after a first email or call.
- RSS operates in a competitive space: Security contracts often come down to the firm that stays visible and professional throughout the decision process.
- Follow-up = professionalism: It shows clients that RSS is reliable, detail-oriented, and committed.
- Lost opportunities: Failing to follow up can make a lead “go cold” — another firm will step in.
At RSS, follow-up is not optional. It’s part of how we win and keep business.
2. What Makes a Strong Follow-Up
Weak Follow-Up (to avoid):
- “Just checking in.”
- “Did you get my last email?”
- “I wanted to follow up with you.”
These sound generic, client-focused only on your need (getting a reply).
Strong Follow-Up (RSS Standard):
- Adds value → shares useful info, case study, or reminder of client’s needs.
- Connects to their situation → “As you prepare for your upcoming event…”
- Clear next step → proposes a call, site walk-through, or document review.
- Respectful tone → not pushy, but confident.
3. When and How Often to Follow Up
- After Intro Call/Meeting: Within 24–48 hours. Thank them, recap their needs, and confirm the next step.
- RFP/Proposal Sent: Within 5–7 business days. Reference the proposal, provide an additional insight or resource, and offer to answer questions.
- Dormant Lead (no response): Space follow-ups 2–3 weeks apart. Always add something new (e.g., “Here’s how RSS helped a similar client” vs. “just checking in”).
- After an Event/Engagement: Within 1 week. Thank them, ask for feedback, propose a future discussion about ongoing needs.
General rule: 3 meaningful follow-ups before pausing. If no response after 3, mark the lead as cold in the tracker.
4. Types of Follow-Ups at RSS
a) Intro Call Recap (Professional Courtesy)
- Thanks client for time.
- Summarizes what you understood about their needs.
- Outlines next step (proposal, site visit, staffing plan).
Example 1
Subject: Thank You for Today’s Call – Next Steps with RSS
Body:
“Thank you for sharing more about your upcoming event at [venue]. From our discussion, I understand your priorities include access control and guest safety. RSS can provide experienced event staff trained in these areas. I’ll prepare a draft staffing outline for your review. Would you be available next Wednesday or Thursday to go over it?”
Example 2
Weak Subject: “Following up on our conversation”
Strong Subject: “Next Steps: Security Solutions for [Client Name]’s Headquarters”
Body:
Hello [Client Name],
Thank you for your time on yesterday’s call. From our discussion, I understand your priorities include access control and guest safety for your corporate campus. Rodgers Security Solutions (RSS) can provide uniformed officers trained in lobby presence, visitor credential checks, and perimeter patrol.
As a next step, I would like to prepare a staffing outline for your review.
Weak CTA: “Please let me know when your schedule permits.”
Strong CTA: “Would you be available next Wednesday at 2 pm or Thursday at 11 am to review the draft plan together?”
Best regards,
[Your Name]
Which of these two examples do you think is the best fit?
b) RFP / Proposal Follow-Up (Professional Persistence)
- References the proposal.
- Reassures them of RSS’s readiness.
- Offers additional information.
Example 1
Subject: RSS Following Up on Proposal for [Client/Project]
Body:
“I wanted to follow up on the proposal we submitted for [project]. RSS is ready to provide 24/7 patrol coverage and site supervisors to support compliance. I would be happy to walk through the details with you and answer any questions. Is there a time this week or next that works for you?”
Example 2
Weak Subject: “Checking on your RFP”
Strong Subject: “Follow-Up: Proposal for [Project Name] Security Services”
Body:
Hello [Client Name],
I wanted to follow up on the proposal RSS submitted for [Project Name]. In our plan, we included bike and vehicle patrols to cover the large perimeter, as well as a dedicated supervisor to coordinate guard shifts. These measures are designed to reduce trespassing incidents and ensure compliance with your site policies.
Weak CTA: “Let me know if you have questions.”
Strong CTA: “Would you be open to a quick 15-minute call this week to review the proposal and address any questions before your evaluation committee meets?”
Sincerely,
[Your Name]
Which of these two examples do you think is the best fit?
c) Dormant Lead (Re-engagement)
- Acknowledges the delay.
- Shares relevant news/case study.
- Keeps tone positive.
Example 1
Subject: Security Staffing Solutions for [Client’s Industry]
Body:
“I realize you may still be reviewing your security options. In the meantime, I thought you might find this example relevant: RSS recently supported a property management client by reducing incident reports by 30% within three months. I would like to explore how we could bring similar results to your site. Would you be open to a short call next week?”
Example 2
Weak Subject: “Checking in on your security needs”
Strong Subject: “Revisiting Security Staffing Options for [Client Property/Industry]”
Body:
Hello [Client Name],
I realize you may still be reviewing options for your property. In the meantime, I wanted to share a quick example from a recent client: RSS provided overnight vehicle patrols for a construction site and reduced incident reports by 30% within three months.
I would like to explore how we could bring similar results to your property.
Weak CTA: “Let me know if you want to talk.”
Strong CTA: “Would you have 15 minutes next week to discuss how RSS patrols can improve safety for your tenants and staff?”
Thank you,
[Your Name]
Which of these two examples do you think is the best fit?
d) Post-Event / Post-Engagement (Retention & Growth)
- Thanks them for partnership.
- Asks for feedback.
- Opens door for long-term discussion.
Example 1
Example:
Subject: Thank You for Choosing RSS for [Event Name]
Body:
“On behalf of Rodgers Security Solutions, thank you for trusting us with your recent event at [venue]. We would value your feedback on what went well and how we can improve. I would also like to discuss your upcoming fall events to ensure staffing is in place early. Would you be open to a 15-minute call next week?”
Example 2
Weak Subject: “Thanks for working with us”
Strong Subject: “Thank You – Security for [Event Name] + Next Steps”
Body:
Hello [Client Name],
On behalf of Rodgers Security Solutions, thank you for trusting us with [Event Name]. Our team of 60 guards provided access control and crowd management, and I’m pleased to share that we documented zero security incidents across the four days.
I would value your feedback on what went well and how we can improve. Looking ahead, I would like to ensure we’re prepared early for your fall events.
Weak CTA: “We’d love to work with you again.”
Strong CTA: “Could we schedule a 20-minute call next week to review lessons learned and begin planning for your next event?”
Warm regards,
[Your Name]
Which of these two examples do you think is the best fit?
5. Logging Follow-Ups in the Tracker
Every follow-up must be entered into the BD Pipeline Tracker. Include:
- Date
- Method (email, phone, LinkedIn, in-person)
- Summary (what was shared, what was discussed)
- Next Step (call scheduled, proposal review, awaiting reply)
Example Tracker Note:
“08/25 – Email follow-up after proposal. Shared case study on event staffing. Awaiting client reply, suggested call next week.”
This prevents lost communication and shows leadership where things stand.
Activity / Deliverable 1
- Draft two follow-up emails:
- One after an intro call with a potential corporate client.
- One during an RFP review period, where the client has been unresponsive for 2 weeks.
- Ensure that both emails include: a subject line, body, call-to-action, and signature line
- Do not use the examples provided in this training
Activity / Deliverable 2
- Enter mock follow-up notes into the BD Pipeline template (that was provided to you in our training)