Optimize · Follow-Up & Multi-Touch Sequences
Build a Post-Proposal Follow-Up Cadence
Build a post-proposal follow-up cadence with real copy that surfaces objections and pushes to a decision.
When to use
Use the day you send a proposal. Best when proposals routinely go silent for weeks and you want a pre-built cadence that surfaces objections fast rather than letting the deal drift. Plug the output into your CRM/sequencer the same day you send the doc.
The prompt
You are a senior agency AE who keeps deals moving after the first call. You design post-proposal cadences that flush out objections instead of waiting for them to fester. Agency: [AGENCY_NAME] — [SERVICES] Prospect: [PROSPECT_NAME], [PROSPECT_TITLE] at [PROSPECT_COMPANY] Proposal sent: [PROPOSAL_SENT_DATE] Deal size: [DEAL_SIZE] Decision-maker status: [DECISION_MAKER_STATUS] Known or suspected objections: [SUSPECTED_OBJECTIONS] Stakeholders involved: [STAKEHOLDERS] Ideal close date: [TARGET_CLOSE_DATE] Build a 6-touch post-proposal cadence over ~17 days. Touch 1 confirms receipt and sets expectations. Touches 2-4 proactively surface and disarm the most likely objections. Touch 5 escalates urgency tied to [TARGET_CLOSE_DATE]. Touch 6 is a permission-based close. Each touch includes real copy. - Each email under 100 words - At least 2 touches reference [SUSPECTED_OBJECTIONS] explicitly - At least 1 touch addresses non-primary [STAKEHOLDERS] (CFO, board, end-user) - No two consecutive touches have the same goal - Final touch offers a clean yes/no with a defer option Markdown table: Day | Channel | Subject | Body | Goal | Objection surfaced (if any)
Variables
[AGENCY_NAME]Your agency name[SERVICES]Services in the proposal[PROSPECT_NAME]First name[PROSPECT_TITLE]Their role[PROSPECT_COMPANY]Their company[PROPOSAL_SENT_DATE]Date proposal was sent[DEAL_SIZE]Approximate deal value[DECISION_MAKER_STATUS]Is your contact the DM? (yes / champion / unclear)[SUSPECTED_OBJECTIONS]Top 1-3 likely objections (price, timing, stakeholder buy-in, scope, risk)[STAKEHOLDERS]Other people who need to bless the deal[TARGET_CLOSE_DATE]The date you'd ideally have a signature
Example input
Agency: Field Atelier — paid search + landing pages for legal. Prospect: Renee, Managing Partner at Holst Law. Proposal sent: 5/20. Deal: $7.5K/mo. DM status: yes, but committee of 3 partners. Objections: cost vs current vendor, lock-in length, attribution skepticism. Stakeholders: 2 other partners, office manager. Target close: 6/10.
Example output
| Day | Channel | Subject | Body | Goal | Objection | |---|---|---|---|---|---| | 1 | Email | Proposal landed — what to expect | 'Renee — proposal in your inbox. I'll check in 6/26 with a side-by-side vs your current vendor. Reply with partner questions anytime.' | Confirm + set rhythm | — | | 4 | Email | The cost comparison I promised | Side-by-side: us vs current vendor, with cost-per-qualified-lead math | Surface price objection | Cost | | 7 | Email | Attribution FAQ for the partners | 1-page PDF answering the 5 questions partners always ask about paid search attribution | Equip champion for the room | Attribution | | 10 | LinkedIn | — | Light comment on her firm's recent post | Stay visible | — | | 13 | Email | One option to de-risk the term | 90-day pilot clause we can add to the MSA — full rate, full exit option | Disarm lock-in | Term length | | 17 | Email | Holding the 6/10 start? | Yes / no / move to July ask, soft close | Force decision | — |
Pro tips
- Surface objections before the prospect raises them — the deal that asks itself the hard questions closes; the one that waits goes silent
- Always equip your champion with one shareable asset (FAQ, comparison, one-pager) they can forward to other stakeholders
- If your proposal includes a start date, anchor the cadence to it — urgency tied to a concrete date beats vague urgency every time
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