How to Improve Company Growth Results - Timing is Everything

Every year, right around the holidays, companies scramble to gather names, update contact lists, and send out their annual greeting card. It feels productive. A quick moment to pat ourselves on the back for staying connected. But let’s be honest: sending a Christmas card isn’t relationship marketing. But for many organizations, it’s the only outreach they make all year.

And that’s where the rub comes in.

For most businesses, staying in regular contact with people who aren’t yet customers, people not sending them money, is a real challenge. I can’t count the number of times I’ve delivered a strong presentation to a decision maker who responds with something like:

“This is impressive, Mark, but we just signed with someone else a couple months ago.”

Or just as problematic:

“We’re at least a year away from making this decision.”

Those gaps—too early or too late—are where so many B2B business development efforts fail. When it comes to business growth, timing is everything.

 

Christmas Card Marketing Doesn’t Work

Picture the typical outreach rhythm many companies rely on: a holiday card in December, maybe a spring email, and a fall check-in. Two or three touches in twelve months. Now imagine a decision maker’s “mood line”—their fluctuating satisfaction with their current supplier’s price, quality, or service. If your limited touches land during a time when they’re content, your message barely registers.

Now imagine 300 or 500 decision makers, each with a different timeline and different frustrations. How could anyone expect a once-a-year Christmas card, or two or three sporadic interactions, to make a lasting impression?

You can’t. Not with any reliability.

 

The Cure for Bad Timing: Regular, Proactive Communication

Businesses “need to know not only what their customers want, but when and where they’re open to marketing messages. The timing and placement of your brand’s advertising is crucial to ensuring your message is heard.” (Forbes) A system of steady, varied business development and marketing touchpoints changes the game. When you reach out consistently—once a month is ideal—you eliminate timing as a barrier. You remain in the prospect’s line of sight often enough for memory, recognition, and trust to build.

Being found is useful but not a strategy. Steadily telling your story in a meaningful and memorable way to strategic targets helps you develop your brand promise, differentiating what you do that competitors struggle to match.

 

Things to Consider As You Build a Strategic Outreach System

Keep your target list manageable.

Many business growth initiatives collapse under the weight of too many targets. It is hard to make a meaningful impression on tens of thousands of targets. A manageable, well-chosen list creates better follow-through.

 

Be strategic about who you pursue.

Select future customers strategically, using your ideal customer profile, instead of hoping that strategic targets will stumble onto your website or walk by your booth at a tradeshow.

 

Vary your communication channels.

A good outreach platform mixes touch types—phone calls, direct mail, email, social engagement, and yes, handwritten notes. People still open hand-addressed mail.

 

Stay consistent.

Aim for one meaningful touch each month. Consistency turns cold contacts into warm relationships.

 

Stay persistent.

Some of your best customers will come from sheer tenacity—ongoing, respectful follow-up that keeps your company top of mind.

If your relationship management system looks more like sending an annual holiday card than running a proactive, strategic outreach program, you may have uncovered the reason your business growth hasn’t met expectations.

How did last year’s business growth results fall behind goal? —one day at a time.

 

Want to know more about how I came to learn this topic? Check out this quick read!