Top of Mind = Tip of the Tongue
I recently had a fruitful and lively discussion with a group of sales leaders, many of whom lead the revenue growth for professional services teams. The discussion was centered around how to most effectively build and activate centers of influence (COI’s) and grow a larger referral base.
I loved the discussion because it is a critical element of our business – and frankly – how we grow as well. We’re a service business and it’s all about adding value and creating a memorable and impactful experience.
We are by no means perfect at this practice, but it reminded me of some lessons learned along the way! I’ll share my thoughts here.
Staying top of mind with people who can help you grow your business isn’t about being loud or persistent. It’s about being relevant.
Centers of influence (COIs) are busy, and their attention is valuable. If you want to occupy a space in their thoughts, you must earn it.
The simplest way to stay relevant is to provide value.
This doesn’t have to be dramatic. Share insights they might appreciate, connect them with someone they should meet, or simply show genuine interest in their work. People remember those who make their lives easier or more interesting.
Frequency also matters. Relationships fade if neglected. But this doesn’t mean bombarding people with emails or calls. Consistency is better than intensity. A small but meaningful touchpoint—a quick note about an article they’d find useful or a message congratulating them on a win—goes a long way.
What you’re doing is creating small moments where they think of you in a positive light.
These moments accumulate. And when the time comes for them to make a referral or bring you into an opportunity, you’ll be the name on the tip of their tongue because you’ve planted yourself at the top of their mind.
The key is balance. Stay visible without being overbearing. Add value without expecting immediate returns.
Lesson Learned: Relationships with COIs are like seeds; they grow with patience and care. If you can master this, you won’t just be remembered—you’ll be remembered for the right reasons.