People Don't Mind Hearing from You

​In today’s market where most businesses seem to be running at full throttle, the thought of reaching out to contacts without a specific reason is often neglected.

The classic rationale for not reaching out to one’s network comes with many excuses.

“I don’t have time this week.”

“I don’t want to bother them.”

“They are probably too busy to talk.”

“I don’t know what to say without coming across too salesy.”

I get it. Smart professionals can come up with “justified” reasons to not reach out to their network. Here is the problem with that rationale; this type of mindset can shift from a temporary way of thinking to a more permanent habit. That permanent habit will often lead to an anemic pipeline which leads to flat or decreased monthly revenue.

​In today’s market where most businesses seem to be running at full throttle, the thought of reaching out to contacts without a specific reason is often neglected.

The classic rationale for not reaching out to one’s network comes with many excuses.

“I don’t have time this week.”

“I don’t want to bother them.”

“They are probably too busy to talk.”

“I don’t know what to say without coming across too salesy.”

I get it. Smart professionals can come up with “justified” reasons to not reach out to their network. Here is the problem with that rationale; this type of mindset can shift from a temporary way of thinking to a more permanent habit. That permanent habit will often lead to an anemic pipeline which leads to flat or decreased monthly revenue.

One way to overcome this way of thinking is to implement simple touchpoints that do not require too much thought or time. Touchpoints are any form of outreach to a contact such as an email, voice message, in-person meeting, Zoom call, etc. The touchpoints to which I am referring are the quick notes such as wishing someone happy holidays, happy birthday, or congratulations on a certain accomplishment. This could also be something tied to the person’s personal interest such as a heads up on a new restaurant in town if that person is a big foodie, or a new wine bar if s/he is a wine lover.

Several BD consultants say that it takes somewhere between 10-15 touch points with someone until that contact trusts you enough to start giving you business. I believe this number is somewhat arbitrary. It really depends on the contact and the timing, yet it is safe to say that, in most cases, it takes several touchpoints to reach the level of trust and awareness with your contacts until they decide to hire you.

Many professionals understand the importance of staying top of mind with their network. They just do not know how to do it. This can lead to analysis paralysis. Try not to overthink it but do try to understand what might be important to that person. A simple acknowledgment of accomplishments and important times of the year is a good start. Learning about what your contact is interested in outside of work is the next important step.

Although sending out firm white papers and brochures is well-intentioned, they often get 86ed and not even read. On the other hand, sending out a link on the new 2023 Chevy Corvette Z06 might be the first email your contact opens in their inbox if they are a big car lover.

In other words, try your best to find out what contacts really care about. Asking them the simple question “What do you enjoy doing outside of work?” will not only provide you with ideas of how to stay in touch but also help you show your client gratitude that is more personalized.

Having meaningful 1-on-1 conversations is the most effective way to build a trusting relationship, yet in today’s competitive market that is not enough. Staying top of mind on a regular basis is also important.

It is not always the best-qualified professional who wins the work, it is the professional who is best at staying top of mind.

I am not implying that you need to be checking in with your contacts on a weekly basis. That would put you in the “desperate professional” category. Try to check in with your contacts every 2-3 months. It tells them that you are alive and well and that you are thinking of them. It also tells them that you are not too busy if they might need your help.

So much of business development is about timing. Being in the right place at the right time will often help you win work, yet to increase your lucky odds, you need to actively stay in touch with your network.

The next time you catch yourself hesitating to reach out to some of your contacts, push through that analysis paralysis and just do it. Don’t overthink it. Send out the note. And don’t worry if you don’t hear back from everyone. There is a myriad of reasons why people don’t reply, and most of the reasons have nothing to do with you.

Just keep at it. Your future clients will thank you for being persistent and patient!