Johnny and Rachael are back for another Psyche of Sales Snapshots to tackle one of the most asked-about topics in sales: nurturing. They explore why generic mass emails and newsletters aren't the answer, and how personalised, value-driven touchpoints can transform your pipeline. From the incredible story of a salesperson who contacted a prospect 71 times over two years before winning the deal, to practical frameworks for nurturing cold prospects and staying relevant over long sales cycles, this episode is packed with actionable insights for financial advisors, real estate agents, fund managers, and anyone who sells. Key Takeaways Nurturing isn't broadcasting. Sending a group-wide email to 4,000 people or a newsletter to 5,000 isn't nurturing. Real nurturing is personal — summarising content, telling someone why you sent it to them, and making it directed. Cadence vs. value. Two useful contacts in a week beat one pointless check-in every three months. It's not about a strict cadence — it's about adding relevance and value every time you reach out. Give before you ask. The best nurturers give information, give connections, and give value without always asking for something in return. A lack of response doesn't mean they're not interested — it might just mean "not right now." The 71-contact story. A top salesperson contacted a prospect 71 times over two-plus years with almost no response. The competitor messed up — and he was the first person they called. Be visible, be useful, and be there when the need arises. Five messages a day = 1,200 a year. If you send five extra messages every single day — text, LinkedIn, email, quick calls — your pipeline will look significantly different. It works regardless of industry: real estate, financial advice, fund management, banking. Pitch the individual, not the institution. When selling to an organisation, don't pitch at the institution — pitch at the individual within it. Their personal values matter more than the company's. Test your value. Ask yourself: "If I were in their shoes, would I get value from this?" Is it topical, fun, or interesting? If you're not progressing anybody ever, you're doing it wrong. You still have to be good at your job. You can't do crap nurturing and expect it to work. If you're a fund manager with a crappy fund, or an agent who's bad at selling houses, nurturing is just noise. Performance is key — nurturing is in addition to, not instead of, doing your job well. Follow Johnny Lee on LinkedIn Follow Rachael Valtwies on LinkedIn Follow EnableIQ on LinkedIn About Psyche of Sales: Snapshots This short-form segment is designed to run regularly alongside the Psyche of Sales long-form interviews, offering fast, focused episodes that unpack the real conversations happening inside sales teams. Each Snapshot episode draws on live client work and field experience, spotlighting one core topic, challenge, or skill — all in under 20 minutes. These episodes are designed to provide you with insights you can apply immediately, regardless of your industry or level of experience.
