Staying in Touch is The Lost Sales Hack

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• How to win by staying in touch 🤝 

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The Ultimate Sales Hack: Just Stay in Touch

Losing a deal to a competitor with an inferior product sucks.

You had the better solution. The better price. The better demo.

But they got the deal.

One Reddit user shared this exact story. He watched a "better" company lose an RFP simply because the rival company stayed in touch with the prospect. They grabbed monthly coffees, shared helpful industry tidbits, and stayed on the customer's radar.

When decision time came, guess who felt like the right decision? Hint: it wasn’t the company that hadn’t spoken to them in months.

The lesson is pretty obvious… Big deals aren't won by Jedi mind-trick closing lines. They're won by sellers who show up consistently and build trust with their prospects.

Why Familiarity Breeds Trust

There's a reason you're more likely to buy from the rep you've seen ten times versus once.

Psychology calls it the mere-exposure effect. People tend to like things they encounter frequently. In sales terms, consistency beats cleverness.

The more touchpoints you have, the more you're subconsciously cementing yourself as the go-to partner.

B2B buying is emotional. So, when buyers feel they know you, they’re more likely to buy from you.

Play the Really Long Game

Forget the mythical one-call close. Real sales is about patience and persistence.

Take celebrity real estate broker Ryan Serhant as an example. He once followed up with a prospect for eight years before finally closing a whopping $8 million deal.

Eight. Years.

No gimmicky hard sell did that. Just years of friendly check-ins until the timing clicked.

The best deal you'll ever close might be with someone you met ages ago. After a dozen "just checking in" calls.

Deals happen on the buyer's timeline, not yours.

Always Be Helpful, Not Always Closing

"Always Be Closing" makes for a great movie line. But in real life, "Always Be in Touch" is a lot more effective.

The key is staying in touch tactfully. Not flooding inboxes with "Just following up :)" emails.

Whenever possible, reach out with purpose and personality:

Good touchpoints:

• Share an article about news in their industry.

• Share a social post about something related to their role.

• Forward resource guides or case studies that your company releases.

• Send updates about your product or deals you have going on.

• Congratulate them on company news or promotions.

These micro-touchpoints show you're thinking of them.

Bad touchpoints:

• Generic "checking in" messages.

• Asking why they ghosted your emails.

• Sending your whole pitch again. (and again)

Connect on Multiple Channels

Don't rely on just email. The more places you can show up, the better:

• LinkedIn comments and messages.

• Phone calls for important updates.

• Occasional texts (if they agree).

• Swag boxes or gifts.

• Handwritten notes for special occasions.

Each contact should deliver genuine goodwill. Over time, those positive impressions stack up, and the rules of reciprocity start to kick in.