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Ever notice that when a prospect says, “Not now,” or “I’m not ready yet” most people vanish like they were never there?

I used to make the same mistake: check in every few months, drop a newsletter, and hope something sticks. Problem is, hope isn’t a strategy, especially when the right moment could be six, 12, 18 months away.

The best business is built between the lines, when you stay present, deliver real insight, and become the person your future customer actually wants to hear from.

When you show up consistently and bring real value, even when there’s no contract on the horizon, you stop being just another vendor. You become the trusted advisor, the source people turn to when their “compelling event” finally arrives.

It’s not about pushing deals; it’s about building relationships that outlast the sales cycle.

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What drives new opportunities? Compelling events don't announce themselves with a calendar invite.

Budget opens up. Leadership changes. Competitors screw up. Pain points hit critical mass. And when those triggers finally fire, your prospect doesn't call the best solution, they call the person they remember most.

If you want to be top of mind for every “not yet” on your list, here are five proven ways to matter before the deal’s on the table. No noise, no fluff. Just moves that build trust, educate, and set you up to win the minute the compelling event hits.

Let’s dance.

It’s easy to forget about the prospects who said “not now.” The ones who just met you, downloaded your whitepaper, or connected on LinkedIn but aren’t opening their wallets today. Most sales/business development people either drop these leads into a giant newsletter list and hope for the best, or worse, move on and miss the future opportunity.

Play for the long game. Make the investment in the people that you are connecting with.

The real win comes from building strength in these connections before the buy. Because when the timing, budget, and urgency finally align, it’s not the “best product” that gets called, it’s the most memorable relationship.

Well, Whitney we are a government contractor and know the customer has a budget! We can see it!

Ok…test yourself. Here’s a simple checklist:

Even if you do know your customer, it is also critical to continue to keep your customer engage and informed on what solutions you provide so you can be consistently “sticky” in informing of your expertise. Never assume they know everything that you are doing.

Don’t hit “blast” on a generic newsletter. Segment your list and send insights that actually matter to your contacts, case studies, industry shifts, or new regulations that affect their world. Use personalized subject lines and micro-segments (by role, market, challenge) to stay relevant.

Personalized email campaigns deliver 6x higher transaction rates than non-personalized ones.

Go beyond “likes” know what’s happening in your future customers’ industries.

Set Google Alerts for their company, market trends, and key competitors. When news breaks relevant to their business, share a quick message: “Saw this, thought you might find it interesting.” It’s proof you’re plugged in.

52% of business decision-makers appreciate sellers who keep them updated with industry news.

FYI…I can’t stress how easy this is to setup up Google Alert, tie it to your Slack or Teams, and be able to easy track updates.

Host short webinars, invite prospects to roundtables, or send mini-guides on topics that bridge their current situation to the solutions you offer. Make education the focus, not a sales pitch. Position yourself as the go-to source for learning and insight, not just another vendor.

72% of buyers engage with educational content from companies before making a purchasing decision.

Here is a bonus:

People remember who opens doors. Introduce your prospects to other valuable connections, relevant experts, or potential collaborators. Help them solve problems even when it’s unrelated to your product. You’ll be viewed as a connector and trusted problem-solver.

Give, give, give (and continue to give), before you get.

75% of customers either require or prefer in-person meetings.

Watch for events: regulation changes, new funding rounds, key hires, or competitive moves. Quickly package relevant analysis or advice, send a note so your prospect knows you’re on their side when it matters. Short, insightful updates stand out far more than salesy follow-ups.

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When you educate, connect, and show up with real value, you're not just building a prospect list. You're building an ongoing, consistent reputation.

By the time these prospects are ready to buy, you're not competing on price or features. You're competing as the obvious choice, the person who was there when it mattered, who taught them something valuable, who made their job easier.

That's a game you can win every time.

Pick three prospects who said "not now" in the past six months. Set up Google Alerts for each of their companies. Send them one valuable insight this week, no pitch, no ask, just something that helps them do their job better.

Do this consistently for six months, and watch what happens when their "compelling event" finally arrives.

The best time to plant a tree was 20 years ago. The second best time is now.

Start nurturing today. Your future self will thank you.

From new tools, recent trends, and market updates, here is what has been on my mind.

Every lead is different, every opportunity can have it’s own timeline to it, every compelling event might be different. The real game is how you show up for them now, before urgency hits and before budgets open.

When you invest in education, relevance, and genuine connection, you don’t just stay on their radar, you become the obvious choice when the moment arrives. Because by then, the relationship you built is worth more than any feature list or discount.

Don’t let your “not now” leads disappear into the noise. Show up consistently, add real value, and keep the conversation alive.

Because the biggest wins come to those who play the long game—and win it before most even know it’s started.

See you next week.