Building relationships, or pushing deals through the pipeline, requires consistency and multiple touch points. You want to be frequently present on peoples’ mind.
Letting someone know that you’re going to be following up is what I call “the implied nag technique.” It’s a great way to squeeze in an additional touch point without being annoying.
At the bottom of a conversation about something else, or as an e-mail on it’s own, you say something like:
“It looks like I’m going to be in [your neighborhood] in on the 21st. Will you be around then? I’ll follow up with you in a few weeks when my plans get more clear.”
“We’re publishing a white paper that I think you’ll find interesting soon. You’ll be one of the first people I send it to when it goes live.”
“We’re hosting a dinner on 8/22. I’ll send you the specifics when we finalize it, but wanted to give you a heads up so you can put it on your calendar.”
Then when you follow up, instead of it nagging them again, you say “as I mentioned,…” It feels like less of a nag if you let them know ahead of time that you were going to do it.