How to Stay Top of Mind With Prospects

The first conversation you have with a client or prospect likely isn’t when they’re ready to buy. If you have a long sales cycle, staying engaged and top of mind becomes even more crucial when the time is right.

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‍Every follow-up should either build the relationship or move the deal forward.

The simplest way to achieve this is by adding value in your follow-ups. Make each touchpoint intentional, and don’t be afraid to get creative. Here are some ideas:

• Share relevant industry news, podcasts, or events: Highlight why it matters to them—show how it relates to their business.

• Send a case study: Share how you helped a similar customer solve a problem (customers). This shows the prospect how your solution can work for them.

• Product news/releases: If they asked about a feature that’s now available, update them. It shows you’ve been listening.

• Personal news: Lean into opportunities to show empathy for them as an individual, this can actually be as simple as "Go Dodgers!" after a world series win... but it's an opportunity to do more than that. For example, we had a client hit by a hurricane in their region and they needed to evacuate. Rather than chasing them on next steps, we just wished them well and offered support if there's anything we can do. Even further you could send some kind of direct mail like a care package that really shows them how much you care.

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Be everywhere your buyer is (call, social media, email)

• Engage them across platforms: Don’t limit yourself to email. Meet prospects where they are, whether that’s on LinkedIn, X, or other social platforms. These can be casual touch points to share valuable articles, company updates, or case studies to keep the relationship warm.

• Pick up the phone: Call them when you come across something relevant, like a podcast that reminded you of them. Use it as a conversation starter to check in on their business and see how you can help—whether that’s an introduction or even a coffee meeting if you’re nearby.

• If you're not texting, you're not selling: Ask for permission before using text as a communication channel, this is more personal and not always preferred by customers. But if you can communicate via text you'll see the tone and frequency change quickly. Helps build closer more genuine relationships.

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Stay organized – build lists, group prospects, and be consistent

• Group your prospects by industry, customer type, or use case to easily send targeted, relevant content
• Dedicate one hour each day to documenting recent interactions, last touchpoints, and when to follow up next.
• Follow up based on where they are in their decision making process, some people need daily or weekly checkins, others need monthly or quarterly

Stay top of mind with intentional, value-driven follow-ups. Be present across multiple channels, and stay consistent in your outreach.

Bonus points for keeping that organized in one place like a SendKit, and branding resources just for them and their company.

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