We call it Seeding.
from my email:
Daily Sales Tip: Sending Business Articles
Ask for permission to send business articles that apply to the prospect's problem. Doing that is as simple as this: "I'm constantly staying on top of industry trends and issues. If, between now and the time I am to follow up, I find an article or an idea that might make sense for you, would you be open to receiving that?"
Securing permission to send articles and ideas gives you permission to "market." Giving them something they can use and giving them something of value instead of "just checking in" sets you apart from everyone else.
Source: Sales trainer/consultant Ryan Sarti
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