Why Startups Lose Sales: It’s Not the Price, It’s the Follow-Up

When a potential customer tells you, “I’ll think about it,” do you know how to respond? 

If you're a founder handling your own business development — especially in the early stages — this question isn’t just common, it’s critical. And according to Jeff Shore, author of Follow Up and Close the Sale, the answer lies in how (and why) you follow up. 

In this article, we unpack key lessons from Shore’s book and share practical tips for improving your follow-up game — without sounding desperate or pushy. 

💡 The Problem: Most Startup Sales Die in the Follow-Up Phase 

One of the biggest challenges for founders in founder-led sales is the misconception that sales are lost because of pricing, timing, or “bad leads.” 

The truth? Most deals are lost because of poor follow-up. 

In the fast-moving world of early-stage startups, you rarely get a signed deal after just one call. Sales cycles are longer, buyers are more skeptical, and trust is still being built. That’s where follow-up becomes your most powerful tool — if done right. 

📞 Shift Your Mindset: Follow-Up Is Service 

Jeff Shore’s first and most powerful idea is simple: following up is not annoying — it’s an act of service. 

If you genuinely believe in the value of your product or service, then reaching out again isn’t pestering — it’s helping. That mental shift is key for any founder struggling with impostor syndrome or fearing rejection. 

✅ Sales mindset tip: You’re not “chasing” them. You’re guiding them toward a solution they need. 

🧭 Strategy Over Spam: Follow-Up with Purpose 

The mistake most founders make? Sending “Just checking in” emails. 

That kind of vague messaging adds no value and only pushes your prospect further away. Instead, Jeff Shore teaches that every follow-up should have a clear purpose: 

✅ Pro tip: Always ask, What’s the next action I want this person to take? Then guide them toward it. 

⏳ Understand the Real Reason People Stall 

People rarely stall because they’re lazy or disinterested. More often, it’s due to: 

That’s why your follow-up needs to reduce uncertainty, not add pressure. Be the calm, helpful presence — not the pushy one. 

🎯 Customise Your Approach: Everyone Decides Differently 

Not all buyers move fast. Some need time, data, and reassurance. Others move on gut instinct. 

Jeff Shore recommends aligning your sales approach with your buyer’s decision-making style. Pay attention during calls: are they analytical, emotional, hesitant, fast-moving? 

✅ Sales hack: Ask them, “How do you normally make decisions like this?” Then listen closely. 

📝 Don’t Wing It. Script It. 

The most confident salespeople — even founders — use scripts and templates. 

No, this doesn’t mean being robotic. It means being prepared. 

Jeff Shore advocates scripting your follow-up emails, call prompts, and even your objections responses so that you’re not improvising under pressure. 

✅ Founder sales tip: Create a follow-up message library so you always have a clear, confident way to respond. 

🚀 The Takeaway for Startup Founders 

At NEXUS, we work with startup founders across tech, digital, and creative industries — and we see this mistake all the time: great product, great pitch… but zero follow-up strategy. 

If you want to close more deals, build trust, and increase conversions — build a thoughtful, repeatable follow-up system. 

Remember: 

📚 Want More Insights Like This? 

Our NEXUS Book Club regularly explores titles that help founders grow smarter, faster, and more confidently — from sales and leadership to mindset and marketing. 

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