You’re Not “Bugging Them”: How to Follow Up Without the Fear
"I don't want to bug them."
If I had a dollar for every time a client said this, I could retire. Again.
Last week, a VP of Sales told me she'd been waiting three weeks to follow up after a fantastic interview with General Mills. "What if they think I'm pushy?"
Meanwhile, her competition sent a thoughtful note linking their conversation to General Mills' new sustainability initiative. Added an article about regenerative agriculture in CPG.
Guess who got the offer?
The Truth About Follow-Up That Changes Everything
Here's what decades in CPG taught me: The people making hiring decisions are drowning. Category reviews. Fire drills. Reorganizations. Your hiring manager isn't sitting around judging your follow-up email—they're in back-to-back meetings trying to remember what day it is.
Your thoughtful follow-up? It's not an intrusion. It's a lifeline.
You're:
• Making their job easier
• Demonstrating how you'll drive initiatives
• Showing you understand professional momentum
• Proving you can manage up effectively
Think about it: If you can't follow up on your own career opportunity, how will you follow up on that critical Kroger program?
After coaching CPGers through job transitions, here's the formula that consistently delivers:
The Basic Structure:
"Hi [Name],
I enjoyed our discussion about [specific topic]. I'm still very excited about contributing to [specific initiative they mentioned].
[Add one value element—insight, article, connection]
Is there any update on timing, or anything else you need from me to move forward?
Best,
[Your name]"
Why this works:
• Shows you were listening (specific topic reference)
• Demonstrates continued interest without desperation
• Adds value instead of just asking for something
• Makes it easy for them to respond
The Follow-Up Timeline for CPG Professionals
After Submitting an Application:
• If you know someone inside: Reach out within 3-5 days
• Message: "Hi [Name], I just applied for the [Role] position and wanted to let you know. Given my experience with [relevant experience], I'm particularly excited about [specific aspect of role]. Would love your insights on the team's priorities."
After an Interview:
• Thank you note: Within 24 hours (48 max)
• First check-in: 7-10 days if no response
• After that: Only with value-add, not status requests
After a Networking Conversation:
• Thank you: Within 48 hours
• Follow-through: Whatever you promised, within a week
• Ongoing: Every 2-3 months with relevant updates
After a Recruiter Screen:
• Thank you: Same day
• Check-in: One week
• After that: Every 10-14 days until you get clarity
What Value-Add Actually Means
Stop thinking "I have nothing to add." You do. Here's what works:
Industry Insights:
"Saw that Kroger just announced their new sustainability requirements. Based on our conversation about your packaging challenges, thought this might be relevant..."
Connections:
"You mentioned needing insights on club store expansion. My former colleague Jane Smith just led Costco expansion—happy to make an introduction if helpful."
Relevant Articles:
"This WSJ piece on private label growth connects directly to what we discussed about your innovation pipeline..."
Market Intelligence:
"Noticed Whole Foods just expanded their plant-based set. Given your team's focus on alternative proteins, thought you'd find their merchandising approach interesting..."
The Follow-Ups That Kill Your Chances
❌ The Anxiety Dump:
"Hi, I know you're really busy and I don't want to bother you but I was just wondering if maybe you had any updates? I'm really excited about the role and think I'd be a great fit because..."
❌ The Passive-Aggressive:
"Just circling back on my previous three emails..."
❌ The Status Stalker:
Recurring emails asking "Any updates?"
❌ The Desperate Overcommunicator:
Following up on LinkedIn, email, text, and through mutual connections
Real Examples from Real Clients
The Category Manager Who Got Promoted:
After her interview, she sent a mock-up of a shelf set addressing the space challenge they discussed. One page. Visual. Brilliant. Hired at 20% above the posted range.
The Sales Director Who Revived a Dead Process:
Six weeks of silence. Instead of giving up, he sent: "Saw your team just won the Walmart Supplier of the Year award. Having led three similar wins, I'd love to discuss how to leverage this momentum for 2025 planning." Interview scheduled within 48 hours.
The Brand Manager Who Created Her Role:
Followed up monthly for four months with relevant insights. No asks. Just value. When budget opened, she was their first call. Custom role. 30% increase.
The Professional Energy Principle
Here's what I teach every client: Stay in professional energy, not job seeker energy.
Job Seeker Energy:
• Apologetic
• Desperate
• Asking for favors
• Focused on what you need
Professional Energy:
• Confident
• Collaborative
• Offering value
• Focused on mutual benefit
When you follow up from professional energy, you're not bugging anyone. You're being a colleague.
Your Follow-Up Action Plan
1. Audit Your Pipeline
Where have you gone silent? List every opportunity where you haven't followed up in 10+ days.
2. Pick Your Top Three
Don't try to follow up with everyone today. Choose your three highest-priority opportunities.
3. Find Your Value-Add
For each one, identify one piece of value you can include. An article, insight, connection, or idea.
4. Write from Professional Energy
Use the formula. Keep it brief. Focus on being helpful, not needy.
5. Send Without Overthinking
Set a timer for 15 minutes per email. When it rings, send it. Perfectionism is fear in disguise.
The Bottom Line
I've watched too many talented CPGers lose out to less qualified candidates who simply followed up better.
Don't let that be you.
Your thoughtful follow-up isn't an intrusion. It's a demonstration of exactly the kind of professional they want to hire—someone who drives initiatives forward, maintains relationships, and makes things happen.
The hiring manager wrestling with budgets, reorgs, and daily fires? They need someone who can manage up, drive timelines, and keep initiatives moving.
Show them that's you. One follow-up at a time.
What Opportunity Needs Your Follow-Up This Week?
Stop reading. Start doing. Open your email right now and send one follow-up.
Then come tell me what happened.
Because I guarantee you this: The regret of not following up hurts far more than any "no" ever could.
Ready to master the art of professional follow-up and land your next role faster? Let's work together to build your confidence and strategy.
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Remember: Following up isn't pushy. Silence isn't polite. Professional momentum wins offers.
