Follow Up and Close the Sale

Have you ever lost a sale you thought was guaranteed? You had a great conversation, nailed the presentation, and even pictured the commission—then silence. Jeff Shore’s Follow Up and Close the Sale reveals that what separates average salespeople from top performers isn’t talent, charisma, or luck—it’s the habit of consistent, thoughtful follow-up. Shore argues that most sales fall apart not because of poor pitches but because of neglected relationships. The sale doesn’t end when a customer says no; it begins when you decide whether to follow up.

Shore contends that follow-up is not just a technique, but a mindset of service. He urges salespeople to shift from chasing transactions to serving people. Too often, follow-up feels uncomfortable: it triggers all kinds of inner resistance—fear of rejection, telephobia, procrastination. But Shore insists that discomfort is your greatest ally because change and growth happen only outside your comfort zone. The book combines psychology, behavioral research, and decades of real-world sales experience to show how emotional engagement, speed, and personalization transform follow-up from tedious duty into your most powerful sales weapon.

The Crisis of Non-Follow-Up

Shore opens with blunt honesty: salespeople don’t follow up. He cites that 44% give up after one attempt, 80% of calls go to voicemail, and 90% of those are never returned. Yet half of sales happen after the fifth contact. In other words, quitting early means losing the majority of possible deals. In a world drowning in distractions, prospects forget you in hours; without follow-up, you’re erased from their memory. The book’s mission is to show you how to become unforgettable.

Sales as Service, Not Persuasion

The central argument is clear: effective follow-up is service-driven. You’re not pestering people—you’re helping them solve problems they still have. Shore’s guiding question echoes Martin Luther King Jr.: “What are you doing for others?” Follow-up is how you prove you care. Caring isn’t words (“We value our customers”); it’s action. You show care by keeping in touch, answering questions, eliminating confusion, and helping clients re-engage with the emotions that fuel their buying decisions. In the author’s words, people don’t buy because you chase them; they buy because you care more than anyone else.

Emotional Altitude: Why Buyers Need You

Shore borrows from neuroscience and psychology to explain a critical concept—Emotional Altitude (EA). Research shows that 85% of buying decisions are emotional. When buyers are excited about possibilities, their EA is high. But emotional altitude plummets fast after a sales presentation. If you wait days to reconnect, the emotional moment—and your opportunity—vanishes. Follow-up isn’t just a courtesy; it’s the key to sustaining emotional engagement. You must re-trigger positive emotion before reason and distractions take over. As Shore puts it, “Buyers think with logic but decide with emotion.”

That’s why the book teaches methods to maintain Emotional Altitude through quick follow-ups (within four hours), personalized touches, and value-added communication. You don’t just chase leads—you keep their emotional momentum alive. (Similar principles appear in Daniel Pink’s To Sell Is Human, which highlights serving rather than selling as the new core of persuasion.)

The Journey from Resistance to Mastery

Shore roots his ideas in his own discomforts—especially telephobia. Early in his career, he avoided calls until the market collapse forced him to learn follow-up discipline. He discovered that inner resistance—the voice urging delay, distraction, and comfort—is the real enemy. Drawing on Steven Pressfield’s The War of Art and Viktor Frankl’s quote about choosing one’s attitude, Shore demonstrates that you can beat Resistance only by deciding in advance how you’ll respond when discomfort arises. Resistance demands avoidance; discipline demands action. The moment you choose action, discomfort loses its grip.

From Mindset to Strategy

The book unfolds in four parts—Mindset, Strategy, Execution, and Killin’ It (Shore’s term for mastery). Part I teaches mental reframing: fall in love with follow-up, see it as care in action. Part II builds strategy, such as timing (“four-hour rule”) and personalization (“make every customer feel important”). Part III dives into execution: how to use phone, email, text, and video with precision. And Part IV is about mastery—turning follow-up from a task into a habit that qualifies you for Shore’s elite “1 Percent Club.”

This structure reflects Shore’s background as both sales trainer and sales psychologist. He believes that follow-up reveals your professionalism and humanity simultaneously. By setting up systems, embracing speed, injecting personal care, and conquering fear, you transform routine check-ins into relationship milestones that lead to loyalty and repeat business.

Why This Matters Today

Shore’s core message is especially relevant in a post-digital world where buyers are flooded with automated messages and superficial outreach. Genuine follow-up—real attention, personal value, emotional connection—cuts through that noise. It’s both timeless and contrarian: success doesn’t belong to those who pitch better but to those who follow up faster, more personally, and more consistently. The future of sales, he writes, is real-time relational care, not delayed persuasion. As he often says, “You don’t just read this book—you make money from it.”

Why do so many salespeople procrastinate on follow-up even when they know it drives success? Jeff Shore calls the hidden enemy Resistance—the mental barrier created by our addiction to comfort. Borrowing from Steven Pressfield’s The War of Art, Shore describes Resistance as an internal, self-generated force that says, “Let’s skip the hard stuff.” It disguises itself as excuses, distractions, and rationalizations.

Understanding Resistance

Resistance thrives in modern life because our brains are trained for self-protection. The primitive brain interprets discomfort as danger, sending signals to flee whenever we approach challenging actions—like calling a hesitant prospect. Shore explains that discomfort is not a threat; it’s an opportunity for growth. The key is to anticipate this neurological warning and override it consciously, deciding ahead of time how to respond when your brain says “run.”

Comfort Addiction in Sales

Shore identifies several forms of comfort addiction common among salespeople:

• Procrastination: You delay tasks that feel uncomfortable even though they’re vital.
• Telephobia: Fear of phone calls, preferring emails or texts because they feel safer.
• Fear of closing: Avoiding direct asks for commitment out of fear of rejection.
• Discomfort over follow-up: Treating outreach as “bothering” customers instead of serving them.

These comfort addictions drain momentum and confidence. Shore compares them to losing battles before the war even starts. You win by choosing boldness—by acting in spite of fear and unease. (In Be Bold and Win the Sale, his earlier book, he expands on how confronting discomfort creates authentic professional growth.)

The Decision Moment

You don’t defeat Resistance when it appears—you defeat it before it appears. Shore advocates proactive decision-making: choose today how you’ll act tomorrow when fear shows up. He uses examples from life: committing to flossing daily or clearing email inboxes not after facing chaos but by deciding your behavior in advance. In sales, this means scheduling your follow-up time before the day begins. Decide to hit Resistance “with a two-by-four,” as he humorously suggests—visualizing it as an obstacle you physically smash to clear your path.

The Rewards of Courage

Conquering Resistance boosts confidence, earns respect from managers, and builds trust with customers. Shore describes discomfort as the price you pay for satisfaction. Those who stay comfortable remain stuck; those who embrace discomfort rise. He encourages readers to see follow-up not as fear-inducing but as fulfilling—the act that proves your care and courage. Every time you choose boldness, he writes, you strengthen neural pathways for action. Over time, courage becomes autopilot.

“Resistance is only as strong as you allow it to be. You have the choice to be better and stronger—and the choice is yours alone.”

In the end, conquering Resistance isn’t about heroics—it’s about daily discipline. Each uncomfortable call, email, or video message chips away at the wall between you and mastery. Shore’s advice mirrors Viktor Frankl’s philosophy in Man’s Search for Meaning: freedom begins when you choose your attitude, even in uncomfortable circumstances. The same freedom turns average salespeople into unstoppable professionals.

If time kills emotion, speed is its antidote. Jeff Shore insists that your greatest competitive advantage in follow-up is speed. Buyers forget sales presentations quickly—their attention spans vanish within hours. Follow-up is not about persistence days later; it’s about reconnecting before the emotional spark fades. He proves this through relatable analogies and real-world examples.

Dating and Sales: A Lesson in Timing

Shore uses a charming story: Jennifer goes on two dates. Pete waits three weeks to call; Mario sends a text with chocolates an hour later. Jennifer’s reaction? Mario wins. The same emotional principle applies in sales—people buy when their Emotional Altitude is high. Delay cools emotion, and a lukewarm lead becomes a cold one. Follow-up isn’t just a box to tick; it’s an emotional rescue mission.

Why Speed Feels Like Care

Humans equate speed with attentiveness. “He cares.” “I matter.” “I can trust her.” These are subconscious messages delivered through timely communication. Whether at an ER with no waiting time or an Amazon Prime one-click order, fast service signals priority and care. Shore points to Velocify research showing that companies contacting leads within an hour are seven times more likely to qualify them (a Harvard Business Review confirmation backs this).

The Four-Hour Follow-Up Rule

Shore’s tactical advice is concrete: make your first follow-up within four hours. One hour is ideal; 24 hours is acceptable; 72 hours is oblivion. He reminds readers that “the only thing faster than the speed of thought is the speed of forgetfulness.” To implement this, set a timer the moment a prospect leaves your office. Ask yourself: “What value can I add in the next four hours?” Then reach out with genuine help—a resource, an insight, or a solution, not just “So, have you decided yet?”

Too Fast?

Can speed backfire? Shore says only if your contact lacks value. A quick but shallow “checking in” email adds annoyance, not care. But when follow-up offers meaningful information, prospects appreciate swift attention. Salespeople fear seeming pushy, yet most buyers interpret immediacy as professionalism. In fact, Shore’s surveys show that 90% of salespeople follow up within 24 hours but few achieve his four-hour standard—those who do report exponential response rate increases.

“The future of sales is real-time. Following up hours, days, or weeks later is like ignoring a customer in your store and sending postcards hoping they’ll return.”

Speed interrupts competitors, extends relationships, and energizes you. Each quick follow-up proves care, creates surprise, and keeps your name top of mind. Shore’s message aligns with Jeb Blount’s Fanatical Prospecting: promptness equals professionalism. When you act quickly with value, you’re not rushing—you’re respecting the brief window of emotion that drives every sale.

In Shore’s view, personalization is the twin engine to speed. Fast follow-up earns attention; personalized follow-up earns trust. Without personal touches, communication feels robotic, canned, and forgettable. The goal is simple: make your customer feel important. That’s how you out-care everyone else.

“Make Me Feel Important”

Shore recalls Mary Kay Ash’s mantra: pretend everyone wears a sign saying “Make me feel important.” Whether you sell cosmetics, cars, or consulting, that sign applies. Personalization means listening deeply, remembering details, and weaving connection points into follow-up. A simple example: Shore tells of a home salesperson who noticed his daughter’s long hair. Days later, she mailed a handwritten card ending with “P.S. Don’t cut Emily’s hair.” Thirty years later, he still remembers it. Genuine care is timeless.

Connecting Over Common Interests

Shore encourages finding shared experiences—hobbies, sports, or family topics. Commonalities turn strangers into allies. He cites colleagues bonding over motorcycles in the locker room and advises professionals to replicate that personal interest discovery during sales conversations. Note-taking is crucial. Jot down customer details beyond product specs—pets, kids’ names, or favorite restaurants. Use these clues to craft thoughtful follow-ups.

The Sister to Speed

Personalization, Shore writes, is “the sister to speed.” You must combine quick outreach with heartfelt relevance. Instead of blasting templated emails, connect emotionally: send a video of the kitchen a family loved, forward an article about their favorite hobby, or text photos matching their dream specs. Every gesture says, “I heard you.”

Keeping Track and Being Human

Shore suggests embracing note-taking and CRM details as respect signals—“I don’t want to miss anything.” Capture lifestyle data, not just logistics. Then use it creatively but ethically; avoid “stalkerish” overreach. He shares a humorous caution: a rep assumed a couple was romantic and sent a Valentine email—only to learn they were father and daughter. Authentic curiosity, not guessing, builds trust.

Personalization = Fun

When follow-up feels dull, personalization injects joy. Turn outreach into mini acts of kindness—a restaurant gift card, a relevant article, or a lighthearted reference. Collaborate with peers to brainstorm creative personal touches. As Shore says, it doesn’t require money; it requires meaning. You’ll enjoy it more, and so will your customers.

“If you think follow-up is drudgery, personalization makes it fun.”

In today’s automated world, genuine personalization distinguishes human care from algorithmic spam. It’s not customization for show—it’s empathy for real. Shore’s advice mirrors Dale Carnegie’s and Bob Burg’s work on relationship selling: focus on people, not transactions, and your personal notes will do more than pitches ever could.

Not every follow-up tool fits every situation. Shore teaches salespeople to select communication methods strategically—not based on comfort but on customer effectiveness. He warns against using the path of least resistance, such as sending an email when a phone call is needed. The key is matching the right tool to the right job.

Beware of Comfort-Based Choices

Most people choose communication methods based on what feels easiest—emails instead of calls, texts instead of video. Shore argues this comfort-driven pattern undermines success. Our brains interpret discomfort as threat, triggering flight responses. To grow, you must override that instinct, as described in his earlier book Be Bold and Win the Sale.

The Communication Hierarchy

Shore’s hierarchy ranks communication from most to least effective:

• Face to face: Most powerful for emotional connection.
• Voice to voice: Preserves energy and emotion through tone.
• Personalized video: One-way but authentic and memorable.
• Voice mail: Less interactive but still conveys energy.
• Email: Good for dense information or attachments.
• Text message: Quick, brief, and supplemental, never primary.

Use the hierarchy as your compass. The deeper the emotional need, the more direct the medium. For transactional details, email; for persuasion, call; for bonding, meet.

Ask the Customer

Shore stresses respect for customer preference. Simply ask: “What’s the best way for me to follow up?” Then customize communication without surrendering effectiveness. You might text for quick confirmations but call for emotional discussions. Flexibility builds trust while maintaining professional rhythm.

Experiment and Embrace Discomfort

Try unfamiliar methods—a video text, a personal call, or a handwritten card. Track what works. Shore challenges readers to stretch every week: replace an email with a phone call, send a video instead of a text. Each experiment grows skill and confidence.

This approach aligns with Cal Newport’s Deep Work: sustained focus on meaningful tasks beats multitasking comfort. When you choose communication for impact, not convenience, you transform the follow-up process into deliberate connection rather than digital noise.

Success in follow-up isn’t random—it’s ritual. Shore introduces the Lead Conversion Hour, a daily hour dedicated exclusively to contacting prospects. It’s about discipline: one hour of total concentration, free from distractions, scheduled like an appointment with your boss. Nothing transforms performance faster.

Planning the Hour

Start early. Morning follow-ups catch you at peak energy and give clients time to respond. Preparation is essential—review your goals, select contacts, and clear distractions. Shore quotes Peter Drucker: “Until we can manage time, we can manage nothing else.” Treat this hour as sacred; no emails, no social media, no interruptions. One salesperson even posted a door sign: “Lead Conversion in Progress. Do not disturb unless your hair is on fire or a talking dog shows up.”

The Mindset Zone

Before starting, take five minutes to visualize success, raise confidence, and elevate energy. Imagine positive conversations and outcomes. Shore distinguishes between backstage preparation and front-stage performance: follow-up calls are showtime. When you’re emotionally ready, your voice transfers confidence. Confidence, he says, combines belief and mastery—and customers adopt it through tone.

Execution Rules

• No distractions—absolute focus.
• No more than thirty seconds between calls—momentum matters.
• Embrace discomfort—make the hard calls first.
• Prepare your call list the night before—execution beats improvisation.

CRM as Wingman

Use your CRM as a strategic ally, not a tyrant. Focus on essential data. Shore compares it to an airplane cockpit with hundreds of gauges but only six truly vital ones—airspeed, altitude, heading, and attitude. Likewise, track key indicators: speed of response, emotional altitude, and direction of conversation. Simplicity encourages consistency.

“If it’s booked, it happens.”

Like athletes rehearsing daily, you’ll build muscle memory. Follow-up becomes habit, not effort. Shore quotes Charles Duhigg’s The Power of Habit: consistent repetition turns actions into identity. Your Lead Conversion Hour becomes the keystone routine that separates the 1% from the rest.

Routine follow-up doesn’t get noticed; creative follow-up does. In a marketplace of sameness, Shore challenges you to stand apart through imagination. “Don’t just get out of the box,” he writes, “get a mile away from it.” Creativity turns chores into joy, and attention into conversions.

Why Uniqueness Wins

Humans notice novelty. Shore cites examples like the iPhone launch and Starbucks redefining coffee culture—uniqueness earns curiosity. In sales, creative gestures cut through customer indifference. When every competitor sends identical follow-up emails, your handwritten note, video message, or surprise gift creates emotional impact.

Unconventional Methods

• Handwritten Notes: “I cared enough to take the time.” Rare in digital life, they always stand out.
• Messenger or Singing Telegram: Outdated? Yes. Memorable? Absolutely.
• Introductions and Referrals: Connect clients with complementary services—pool buyers with landscapers, homebuyers with moving companies.
• Small Gifts or Tickets: Reciprocity in action—people return kindness.
• Team Messages: Group videos or cards where you and your colleagues cheer for the client.
• Kids or Pets Notes: Messages addressed to their dog or child showcase playful empathy.

Creativity and Care

Shore reminds you: creativity isn’t gimmicky—it’s about care. Show customers they matter beyond transactions. Attend their local event, celebrate milestones, record a quick video saying congratulations. Every creative act signals passion and humanity. The best ideas often cost little but earn huge emotional returns.

“Beware of monotony; it’s the mother of all deadly sins.” —Edith Wharton

Initiative breeds memorability. Uniqueness doesn’t mean being outlandish—it means being undeniably human. As Shore says, “Great follow-up comes from demonstrating passion.” Creativity is proof you care enough to think differently, which is exactly what customers value most.

All success follows a hidden curve—slow progress, then sudden lift. Shore calls this moment the knee of the curve, the turning point when persistence pays off. Follow-up is your knee of the curve. Those who embrace its discipline join what he calls the 1 Percent Club—the elite group of salespeople who are complete professionals.

Focus, Persistence, and Time

Using the story of the Beatles playing endless nights in Hamburg before fame and of Bill Porter, the door-to-door salesman with cerebral palsy, Shore illustrates how persistence creates excellence. Hard work doesn’t guarantee overnight success; it compounds slowly until it explodes. The same applies to sales: follow-up every day, track progress, and stay patient. The miracle is consistency.

Complete Sales Professionals

Members of the 1 Percent Club share five traits: driven, methodical, focused, bold, and persistent. They lean into discomfort and never quit after failure. Follow-up mastery is the missing ingredient that elevates ordinary reps to extraordinary performers. Shore argues that without follow-up, success is incomplete—it’s luck, not skill.

The Compound Effect

Borrowing from Darren Hardy’s book The Compound Effect, Shore explains how small, repeated actions compound into dramatic results. Your daily follow-ups, Lead Conversion Hour, and creative outreach accumulate trust and recognition. Each effort is minor; together, they’re monumental. Persistence is the bridge between skill and success.

“You don’t simply apply to this club. The entrance fee is years of proven dedication and results.”

Joining the 1 Percent Club means committing to long-term excellence, embracing discomfort, and turning follow-up from task to identity. It’s not luck—it’s deliberate repetition until mastery becomes habit.

The book concludes with a challenge: knowledge changes nothing unless it becomes habit. Shore reminds readers that winning at follow-up requires doing, not knowing. Echoing Aristotle’s insight that “excellence is not an act but a habit,” he positions practice and persistence as the ultimate sales differentiators.

From Skill to Habit

Skills can be learned through training, but habits are forged through repetition. Shore likens follow-up mastery to healthy daily rituals: brushing your teeth, eating well, or exercising. You don’t debate whether to do them; you just do. To sustain momentum, he introduces the “never break the string” technique—practice follow-up every workday without exception.

Abundance and Service

Shore’s final tone is celebratory but humble: true greatness lies in service. He praises the “Winners,” “Discomfort Embracers,” “Servants,” and “Abundance Thinkers.” Each group represents a mindset essential for long-term success. Serving others, he reminds us, is the highest performance level. You don’t win by closing sales; you win by improving lives.

Sustain Excellence

Shore’s closing advice mirrors Eliyahu Goldratt’s quote: “Good luck is when opportunity meets preparation.” Excellence isn’t a streak—it’s accumulated preparation. Commit to daily practices: schedule your Lead Conversion Hour, personalize every follow-up, and capture emotional moments while they’re fresh. Consistency builds character, and character builds success.

By the end, Follow Up and Close the Sale is both a handbook and a philosophy. It teaches techniques but more importantly, it redefines what it means to be a professional: courage in discomfort, speed in service, and care as your brand. You don’t just sell; you serve. That’s the real victory lap.