THE FOLLOW UP FIX: WHY YOUR COACHING BUSINESS NEEDS IT

Have you ever sent a proposal, felt great about the conversation, and then… nothing? No reply. No feedback. Just silence.

It’s easy to assume the worst. They’ve chosen someone else. My pricing is too high. They must think I’m not good enough. Sound familiar?

But here’s the reality—most of the time, it’s none of those things. They’re just busy. They got sidetracked. They’re waiting for internal approvals. Your email has been buried under 100 others.

And this is exactly why follow-up is one of the most overlooked yet powerful tools for growing your coaching business.

What Happens When You Don’t Follow Up

Many coaches assume that if a client is interested, they’ll respond. But in reality, the sales process—especially in the corporate world—can take far longer than we expect.

I once pitched for a project coaching two leaders in a major organisation. I had great conversations with HR, nailed the proposal, and then… silence. I followed up after a week. Nothing. Two weeks. Nothing. Three months. Still nothing.

After a year, I decided to check in one last time. And guess what? They responded. It turned out the company had gone through a merger, and now, instead of two leaders, they wanted coaching for an entire division. That one follow-up led to a six-figure engagement that continues to this day.

This happens more often than you’d think. A quick check-in can turn a lost opportunity into a long-term client.

Why We Avoid Following Up

The biggest barrier to follow-up isn’t logistics—it’s mindset. When we don’t hear back, we make assumptions. We feel awkward. We worry about being pushy.

But here’s the truth: following up isn’t annoying when done well. It’s professional. It’s helpful. And most of the time, people actually appreciate the reminder.

If you struggle with follow-up, it might be time to take the emotional weight out of it and rely on a simple process instead.

A Follow-Up Plan That Works

The key to effective follow-up is having a system that feels natural and respectful, while keeping you top of mind. Here’s what I recommend:

1️⃣ After sending a proposal – Follow up in two days to check they received it and to offer to answer any questions.
2️⃣ One week later – If no response, send a short, friendly nudge. Something like: Just checking in to see if you had any thoughts on the proposal. Happy to chat if you have any questions.
3️⃣ One month later – If still nothing, check in with a light, low-pressure message. A simple, I know things get busy—just wanted to see if this is still on your radar.
4️⃣ Three to six months later – If there’s still no movement, send a message that gently closes the loop, like: I’m wrapping up outstanding proposals and wanted to thank you for the opportunity. If leadership coaching is still something you’re considering, I’d love to chat.

You’d be surprised how often this final message gets a response. People don’t always mean to ignore you—sometimes they just need a nudge.

The Right Tone Matters

Follow-up should always feel natural, not desperate. The goal is to be warm, professional, and easy to engage with. Avoid anything that sounds passive-aggressive (“Just wondering if you’re ever planning to respond”—yikes) or overly formal.

Instead, keep it light and helpful. Be the coach they want to work with.

One Small Action That Can Change Your Business

If you take one thing from this, let it be this: follow-up isn’t about chasing people—it’s about giving opportunities the best chance to happen.

So, here’s your challenge: Take five minutes today and follow up with just one lead that’s gone cold. See what happens. You might just be surprised.

Want to build a thriving executive coaching business without spending hours on marketing? Here’s how you can work with me and the team.

Let me know—what’s your biggest struggle with follow-up? I’d love to hear your thoughts!