Timing Your Multi-Touch Sequence
From Leila Chen’s guide series The SMB Multi-Touch Advantage: Building Relationships Across Small Teams.
This is chapter 3 of the series. See the complete guide for the full picture, or work through the chapters in sequence.
In the fast-paced world of small businesses, timing isn’t just important—it’s everything. While you’ve learned to map decision networks and understand the owner-manager-employee triangle, the success of your relationship-building efforts hinges on when you reach out, how frequently you engage, and your ability to orchestrate multiple touchpoints that feel natural rather than intrusive. Small business stakeholders are juggling countless priorities with limited resources, making them highly sensitive to poorly timed communications.
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