Day 1: The win
I had them. I knew I had them. The kind of conversation that makes you feel invincible—laughs, nods, the magic words: We need this. Let’s talk next week. The energy? Off the charts. The handshake? Firm. The opportunity? As good as closed.
I left that booth walking on air, already crafting the perfect follow-up email in my head. But hey, no need to rush, right? They were practically begging to work with us. This was a done deal.
Day 2: The delay
So, I let it sit. I had a backlog to deal with—notes to organize, meetings to recap, and, let’s be honest, a serious need for sleep. I’ll send it first thing tomorrow, I told myself.
Because what’s one day?
Day 3: The silence
Email sent. Subject line: Great Meeting at [Event Name]! Let’s Talk Next Steps. Short, friendly, confident. Then, I waited. And waited. And waited.
Checked spam. Refreshed the inbox. I opened and closed my laptop three times in a superstitious ritual. Nothing.
I followed up. Again.
Still nothing.
Day 4: The gut punch
Fine. Time for the big guns. I dialed their number, ready to seal the deal over the phone. They picked up, and for a brief second, I felt relief—until they said:
“Oh hey, sorry, we already signed with another provider.”
Excuse me. What?
Day 5: The reality check
Twenty-four hours. That’s all it took. One. Single. Day. Someone else got to them first, and I was done.
I stared at my screen, replaying the conversation in my head. I had waited too long. I’d been so sure, so cocky, that I forgot the one rule that actually mattered: If you’re not first, you’re forgotten.
The redemption: The 24-hour rule
Lesson learned. From now on, my follow-up isn’t tomorrow. It’s now. Before they leave the booth. Before they even have a chance to think about the competition. A quick email. A tailored microsite. Something—anything—to keep me top of mind.
And guess what? My deals? They close.
Lesson learned
It’s not just about the follow-up. It’s about being first.
