So far this year, I’ve watched two movie sequels – Scream (8!) and Ghostbusters: Afterlife.

One was fantastic, made me sit up in my chair and took me right back to my childhood. The other was a complete disappointment and made me wish they’d stopped at the first!

And I got to thinking about applying that same principle to reaching out to prospects, contacts and leads.

When you can tell someone could truly benefit from the services your business offers, how do you recognise when to walk away after a period of no response?

One imperative element to all this is to get the right level of knowledge in the first place to equip yourself to make an informed logical decision.

It’s essential to bear in mind that what floats one person’s boat, won’t float another’s. Film reviews for instance, are extremely subjective. If you read a bad review, you’d still watch the trailer to form an opinion for yourself.

So what happens when you get radio silence after that initial conversation? The conversation where you’ve established what their challenges, priorities and goals are, and communicated how you could potentially help them.

Do you stop contacting them?

Or do you keep the lines of communication open?

Providing they have all the information they need to be able to make a decision, the conclusion I think I’ve come to is that it’s just about being visible. Timing also plays an integral part.

They know what you do. They know they need a solution to their problem. But so often in business, the bigger issues can so easily get lost in the day-to-day.

It’s important to remind them that you’re there, however subtle the approach might be. It might be a courtesy phone call. It could be a social media post. Or an email to add some value or offer some support.

After all, different strokes, different folks!

So next time you’re feeling frustrated with the radio silence – ask yourself – do you have the right level of knowledge? And do they?