I have been in business for more than 20 years, doing B2B sales for almost 15 years. My bosses and mentors always taught me to follow up with prospects if they don't respond. I also saw a lot of global business gurus like Alex Hormozi, or Grant Cardone, whose videos I often found useful, advocating for this approach. I did that for years, but in 15 years I have not signed a single deal that way.
Meanwhile, some of the prospects whom I decided to leave alone after the first unanswered email, quite unexpectedly came back to me and requested to sign contracts. Therefore, I started reformulating my approach into a less aggressive, less intrusive strategy. The core of it is a great product that solves people's problems. The other pillar is mutual interest: your prospect must be interested in you as much as you are interested in them and prove it with their actions. For example, you send an email - they respond. They request a proposal - you send it. They don't respond - you leave them alone. They follow up - you respond, etc. One action - one symmetric response. Let's examine these two contrasting approaches more closely.
“Chase and fail” approach
The first, which I call the "chase and fail" strategy, is unfortunately the most common. It follows a predictable pattern: obtain a prospect's contact information, send an unsolicited proposal, then bombard them with follow-ups when they don't respond. I am sure you see many people doing this now on Linkedin - requesting to connect and then sending you business proposals and following up with you for so many times.
This approach, especially in new markets, including the UAE and Saudi Arabia in which I specialize, has an almost guaranteed failure rate. I've witnessed hundreds of companies, including my former self, attempting this method without success. The fundamental flaw is that sending proposals without understanding the client, market dynamics, or specific pain points effectively closes doors before they can even be properly opened.
Even if a client responds to you after your third or a fourth follow up, the negotiation dynamics will not be in your favor: seeing your high interest in the deal, they will not treat you as equal, and will usually push you down on price to lowest profitability levels.
The “Quiet attraction” approach
The alternative approach, which I've found far more successful, could be called the "magnetic strategy" - letting clients come to you. This begins with creating an exceptional product or service that genuinely solves problems. Even in relationship-driven markets like the UAE and Saudi Arabia, no amount of networking can compensate for a subpar offering. In this regard I always follow the principle: if a client does not respond, I work on improving my product.
This strategy also requires thorough market research before any client outreach. Every country has its unique characteristics and pain points, making it crucial to adapt your value proposition accordingly. This research can be conducted through industry experts, mid-level managers, and local partners who can provide honest feedback about your product's fit in the market.
Only after understanding the market should companies focus on visibility - making themselves discoverable to potential clients rather than hunting them down. When prospects reach out organically, the success rate of interactions increases tenfold compared to the traditional chase approach. Even if initial discussions don't result in immediate business, maintaining a connection through email lists or social media creates opportunities for future engagement.
The contrast between these approaches is stark: one relies on persistence and pressure, while the other focuses on value creation and mutual interest. After years of experience, I've found that respecting prospects' time and interest levels, while ensuring your product truly addresses their needs, leads to more sustainable and successful business relationships.
The choice between these strategies ultimately reflects your view of sales: is it about pursuing reluctant prospects, or creating value that naturally attracts the right customers? My experience strongly suggests the latter is the path to long-term success.
