Build a Post-Proposal Follow-Up Cadence

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)

• [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

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.

| 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 | — |

• 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