We’ve all been there — you’re excited about a prospect, and suddenly you’re wondering if your follow-up email came off as helpful… or just a little too much. Staying top-of-mind with prospects can feel like walking a tightrope. You want to be present, but not overbearing. Helpful, but not salesy.
Here’s the good news — consistent, value-driven communication is your secret weapon. When done right, it builds trust and keeps the conversation going without ever feeling pushy.
So, how do you strike the balance?
Each time you reach out, ask yourself: “What’s in it for them?” Share something useful — an article that relates to their situation, a quick tip, or even an interesting stat. When you focus on helping, not selling, your message lands better.
There’s no need to email or call daily. A simple rhythm of check-ins—say, once every few weeks — keeps you on their radar without overwhelming their inbox. Use tools like CRMs or even calendar reminders to help you track your touchpoints.
Nobody wants to feel like they’re just another name on a list. Reference something specific from your last conversation or tailor your outreach to their unique needs. A little extra effort here goes a long way.
Show your personality! Whether it’s a light joke or a quick anecdote, being relatable helps prospects connect with you as a person — not just someone trying to close a deal.
If a prospect isn’t responding, it’s okay to pause. Give them breathing room and focus on nurturing other leads. Timing is everything, and sometimes a little space is exactly what’s needed.
At the end of the day, building trust takes time. And when you focus on adding value and being genuine, you’ll find that staying top-of-mind feels natural — not pushy.