The habit that separates the persistent from the forgotten
Most salespeople give up after the first or second attempt. Research consistently shows that the majority of sales require five or more touchpoints before a buyer is ready to act. Yet the follow up — the simple, disciplined act of coming back — remains one of the most neglected habits in business development.
Following up feels awkward #
It isn’t because people don’t know it matters. It’s because following up feels awkward. It feels like pestering. It feels presumptuous to assume someone still wants to hear from you. So the call doesn’t get made, the email doesn’t get sent, and a warm prospect quietly cools.
Here’s the reframe #
Here’s the reframe. Diligent follow up isn’t pestering — it’s professionalism. It communicates that you take your work seriously, that you value the relationship, and that you’re still there when the timing finally becomes right. Because timing is almost everything in B2B sales, and the buyer who wasn’t ready six months ago may be actively searching for exactly what you offer today.
The pipeline is not just a sales tool. It’s a comfort. Knowing there are people you can call every day, every week, every month — people who have previously shown genuine interest in what you do — gives your business development activity a rhythm and a purpose. You’re not cold calling strangers. You’re reconnecting with warm contacts who already know your name.
Put a call back rota in place #
Put a call back rota in place. Work it consistently. Build your inventory of positive touchpoints one conversation at a time.
It’s tough work. It’s also where reputations are quietly made.
“Diligent follow up and follow through will set you apart from the crowd and communicate excellence.” — John C. Maxwell
Thank you for reading.
PS: I create small, digestible guides on Gumroad for business owners who hate aggressive tactics and prefer relationship-led approaches. New resources are added regularly. For longer reads on lead generation and the human side of sales, follow me on Medium and join the daily conversation on LinkedIn.
Please see the links below:
Gumroad: https://richardbulldomican.gumroad.com/
Medium: https://medium.com/@richard-bulldomican
LinkedIn: https://www.linkedin.com/in/richardbulldomican/
