Successful sales people stay in contact with all their prospects and keep them engaged despite not getting business from them.
The ability to stay engaged with these prospects helps them get the sale whenever the prospect decides to buy or provide references. This helps build relationships. This is the key differentiator between also-rans and the hugely successful sales people.
The insanely successful people build great relationships with not only those who give them business but also who do not give business.
The key to build and keep the relationship going is “engagement”.