If you’re in sales, you know the follow-up grind: endless reminders, stale templates, and that nagging feeling you forgot to ping someone back. Most automation tools promise you’ll “never drop a lead again,” but let’s be real—most are clunky, impersonal, or just add another headache. This guide is for sales teams who want to actually get follow-up off their plate using Gradual without making things weird or robotic.
Below, I’ll walk you through setting up Gradual to handle your sales follow-up. I’ll share what works, what to skip, and how to avoid common automation screwups that can tank your deals.
Why Bother Automating Sales Follow-Up?
Before we dive in, quick reality check: automation isn’t magic. It will save time and prevent leads from slipping through the cracks, but it won’t turn a cold lead warm or fix a broken sales process. What it can do:
- Keep deals moving when you’re juggling too many at once
- Nudge prospects without sounding like a robot
- Give you more time to actually sell, not just “circle back”
If you’re spending more than 30 minutes a day just remembering to follow up, this is worth your time.
Step 1: Get Clear on What You Want to Automate (and What You Shouldn’t)
Gradual can do a lot, but not everything should be automated. Here’s what usually works well:
- Initial “thanks for your time” follow-ups
- Scheduled reminders (“Just checking in—any updates?”)
- Sending resources or answering FAQs
- Light re-engagement after silence
Here’s where automation usually doesn’t work:
- Complex negotiations (Don’t automate back-and-forth on pricing or terms.)
- Sensitive conversations (Bad news? Do it yourself.)
- Anything where “personal touch” matters (You know your customers—use your judgment.)
Pro tip: Start small. Automate one or two types of follow-up first. You can always add more later.
Step 2: Connect Gradual to Your CRM and Email
You want Gradual to actually know who your leads are and when to follow up. Here’s the usual setup:
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Sign up for Gradual
If you haven’t already, create an account. Use your work email so it connects to your calendar and inbox. -
Connect Your CRM
Gradual works with most of the big ones (Salesforce, HubSpot, Pipedrive). - Look for the “Integrations” tab.
- Follow the prompts to connect your CRM account.
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Double-check that lead/contact data is syncing. If not, don’t keep clicking “refresh”—contact support. It’s usually a permissions thing.
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Sync Your Email
- Connect your work email (Gmail or Outlook, usually).
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Authorize Gradual to send emails on your behalf.
(If you’re worried about privacy, read their docs—Gradual needs access to automate, but you can restrict what’s shared.) -
Test the Connection
- Create a test lead in your CRM.
- See if Gradual picks it up.
- Send yourself a test follow-up to make sure it lands in your inbox and looks legit.
Honest take: If your CRM is a mess, fix it first. Automation can't save bad data.
Step 3: Build Your Follow-Up Sequence
This is where most people either:
a) Overthink it and build a 12-step masterpiece nobody responds to
b) Slap together a single, generic “just checking in” email and call it done
Here’s what actually works:
1. Map Out Your Ideal Sequence
For most sales cycles, you need 2–4 follow-ups. Example:
- Day 0: Thanks for your time / Recap email
- Day 3: Quick check-in (“Wanted to see if you had any questions”)
- Day 7: Nudge (“Still interested?” or “Anything I can clarify?”)
- Day 14: Last call (“Should I close your file or is there a better time?”)
Don’t get fancy. If you’re chasing a whale, do it personally.
2. Write Your Templates
Keep them short and human. No “per my last email” nonsense. Here’s a template that doesn’t suck:
Subject: Anything else I can help with?
Hi [First Name],
Just following up on our last chat—happy to answer any questions or send more info.
If now’s not a good time, just let me know.
Thanks, [Your Name]
- Personalize where it matters (name, company, what you discussed).
- Don’t pretend it’s not automated—just make it sound like you.
3. Set Up Your Sequence in Gradual
- Go to the “Sequences” or “Workflows” section.
- Create a new sequence and add your steps (emails, reminders, tasks).
- Choose your triggers (e.g., new lead, meeting completed, status change).
- Set delays/timing between steps. Don’t be a pest—give people breathing room.
4. Test With a Real (Low-Risk) Lead
- Assign yourself or a teammate as the lead.
- Run through the sequence and watch what happens.
- Edit anything that sounds off, lands in spam, or doesn’t look right.
Pro tip: Always send the first few automations to yourself. Bad automation is worse than no automation.
Step 4: Let Gradual Handle the Boring Stuff
Once your sequence is set up and tested, Gradual takes over:
- Automatically sends follow-up emails based on your rules
- Reminds you when a manual touch is needed
- Updates CRM records as contacts move through the sequence
You can check the dashboard to see who’s opened, replied, or gone cold.
What to Watch Out For
- Over-automation: If everyone’s getting the same message, it’ll get ignored. Mix in manual steps for important deals.
- Reply handling: Make sure Gradual pauses or stops sequences when someone replies. Nothing kills a deal like a “just checking in” two days after a prospect already responded.
- Deliverability: If your emails start landing in spam, rethink your templates and sending volume.
Ignore the bells and whistles you don’t need. Focus on reliable, simple workflows first.
Step 5: Keep Tweaking—But Don’t Obsess
Automation isn’t “set it and forget it.” Check results every week or two:
- Are people actually replying?
- Are you getting more meetings booked?
- Is anyone annoyed or unsubscribing?
Tweak your messaging, timing, or triggers as needed. Don’t fall into the trap of endless optimization—do just enough to make follow-up painless.
What Works, What Doesn’t, and What to Ignore
Works: - Short, friendly messages - Automated reminders for routine follow-up - Sequences that end if someone replies
Doesn’t Work: - Overly formal or generic templates - Bombarding leads with daily emails - Automating every single interaction
Ignore: - Fancy “AI-generated” emails that don’t sound like you - Automation for negotiation or closing (do it yourself) - Metrics that don’t matter (who cares about open rates if nobody replies?)
Keep It Simple, Iterate, and Save Your Sanity
Automating your sales follow-up with Gradual isn’t about chasing every shiny feature. It’s about freeing up your time so you can focus on real conversations—the ones that actually move deals forward. Start small, keep your automations human, and tweak as you go. Simple beats clever, every time.