Cold Outreach Follow-Up: Why "Not Now" Isn't a No

Hosts: Percy Barr, Wayne Pratt and Bernie Franzgrote

Cold outreach follow-up tips from Jennifer Levy on the Canada Growth Network Power Hour. Learn why “not now” isn’t a no and how SMB owners fill the pipeline.

GROWTH CATEGORY: Sales & Revenue

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You call a prospect. They say, “Not now.” You say thanks and move on. What if that was never a no?

Jennifer Levy has heard “no” more than most people on the call, and she runs a done-for-you appointment setting firm. On the Canada Growth Network Power Hour, she showed owners how to follow up so a “not now” turns into a date on the calendar.

Jennifer Levy is the CEO of Appreciated Asset, a done-for-you appointment setting firm in Charleston, South Carolina. In this talk, she shares a simple sales strategy for business owners who want more clients. Marketing builds awareness, she says, but cold outreach is what puts meetings on the calendar. She covers disruptor messaging, building a dream prospect list, and following up when a prospect says “not now.” She also shares her five C’s of outreach and a daily calendar block habit that keeps the sales pipeline moving. Her goal is steady client acquisition without relying on word of mouth alone.

Watch the full conversation here:

ANSWER CAPSULE:

Many business owners wait for referrals and hope marketing fills the pipeline, but marketing builds awareness, not appointments. Jennifer Levy, CEO of Appreciated Asset, has worked with close to 300 clients on done-for-you appointment setting. She shows small business owners how to follow up on a “not now” and turn it into a booked meeting.

Who this is for

SMB owners, solopreneurs, and leaders building sales systems.

Key Lessons

1. “Not now” is not a no. Most people hear it and hang up. Jennifer asks, “When would be an ideal time for me to circle back?” and writes down the answer. The replies she gets range from “call me around this time next year” to “call me Tuesday.” She got the Tuesday answer on a Thursday. A quick “okay, thanks” ends the chat. A simple question keeps it going.

2. Follow-up is where most people drop the ball. Jennifer says to stop making up stories about why someone didn’t call back. In her experience, it almost never has to do with you. She says it can take 8 to 12 touches before a decision, so commit to at least 60 days. She goes for 90. For example, call Monday, then Friday, then Thursday, then Wednesday. Reaching someone every four business days lands on different days of the week.

3. Stay human, not scripted. Jennifer’s five C’s are casual, conversational, curious, confident, and compassionate. When someone says they have no budget, she says “I get it” first. Then she asks if they would consider that this is an investment with a return, not just an expense. Empathy opens the conversation. A rebuttal closes it. She adds that people can hear a memorized script, and it gets boring fast. The more conversational you are, the more the other person talks.

Practical Steps

•             Block the time. Put at least one hour a day on your calendar for outreach. Two 30-minute blocks work too. If it isn’t blocked, you will find something else to do. Treat it like the gym: nobody wants to go, so it has to be on the calendar.

•             Ask the question. When you hear “not now,” ask when to circle back. Write the date down and follow up on it. Mix up your channels, since some people answer a text or WhatsApp before a call.

•             Build your dream list. Pick the industry, go up in revenue size so budget is less likely to be the objection, and start in your own backyard. Know who can sign. Jennifer also offers a free Lead Finder to help you spot leads you already have.

About the Guest

Jennifer Levy is the CEO of Appreciated Asset. Connect: LinkedIn · Instagram · YouTube

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Partners on this episode

•  Canada Growth Network ~ A business community with a robust CRM and real
introductions, $47 CAD a month.

•  Profit10™ ~ A free Profit Snapshot that shows where your business leaks profit.

•  Web Indexer ~ A website chatbot that answers visitor questions 24/7.

FAQ

What does “not now” really mean in sales? Often it means the timing is off, not that the answer is no. Ask when to circle back, then put that date on your calendar.

How often should I follow up with a prospect? Jennifer suggests about every four business days, on different weekdays, for at least 60 days. She says it can take 8 to 12 touches before a decision.

Which channels should I use for outreach? Mix them. Use calls, email, social media, text, and WhatsApp. Jennifer compares it to a love language, since some people only answer one kind of message.