Building Long-Term Trust Through Small, Consistent Actions
When I was new to sales engineering, I thought my job was mostly about the “big moments”—the first discovery call, the technical demo, the proof of concept.
Get through the milestones. Hit the key meetings. Close the deal.
What I didn’t realize then was that the biggest trust is often built in the quiet spaces in between.
The check-in email when no one asks for it.
The extra documentation you send after a tricky conversation.
The quick call just to brainstorm, with no agenda attached.
Over time, I learned that being useful between the milestones was one of the best ways to move from vendor to trusted advisor.
Milestones Get You Noticed. The In-Between Gets You Remembered.
It’s easy to be present when there’s an active opportunity or renewal deadline.
It’s harder—and more valuable—to stay engaged when the client isn’t actively buying.
Trusted advisors don’t disappear after the demo. They:
- Offer a second opinion when a client is vetting something new.
- Share insights that are genuinely relevant to the client’s space.
- Help a client navigate an internal conversation—even if it doesn’t involve their own product.
These small moments stack up over time. They create an impression:
“This person isn’t just here to sell me something. They’re here to help me succeed.”
What Being “Useful” Looks Like (Without Being Pushy)
You don’t need to send weekly newsletters or flood your client’s inbox to stay top-of-mind.
Being useful is about relevance, timing, and thoughtfulness.
Some of the ways I’ve stayed engaged between sales cycles:
- Quick context drops: Sending a short, “Thought you’d find this interesting” article or update aligned with their goals.
- Helping connect dots: Introducing them to a peer, partner, or vendor that could support their project (even if it doesn’t benefit me).
- Being a sounding board: Offering to brainstorm pros and cons when they’re weighing a big decision.
- Unblocking small frustrations: Jumping in to untangle a lingering support ticket or product confusion—even if it’s “not my job.”
The key? No heavy asks. No hidden agendas. Just being helpful.
Consistency > Grand Gestures
You don’t need to save the day with some dramatic “aha!” moment to become a trusted advisor.
You just need to show up—consistently, humbly, helpfully.
Clients remember the people who were there before the RFP dropped.
They remember who answered questions quickly.
Who helped when no one was watching.
Small, consistent actions build big, lasting trust.
Why This Matters for Your Career, Not Just the Deal
When you operate this way, your reputation builds itself.
Clients start to refer you internally. They pull you into new initiatives early.
They think of you as an extension of their team, not just a vendor.
That’s the kind of relationship that survives bad quarters, tough budgets, or leadership changes.
That’s the kind of relationship that opens doors years down the line.
✨Bonus Tip: Build a “Light Touch” Client Routine
It’s easy to overthink staying in touch with clients:
“Should I send them an update?”
“Will it be annoying?”
“Is it weird to check in if there’s no active deal?”
I used to feel that way too—until I created a simple “light touch” client routine:
- Once a month, I pick 3–5 clients to casually reach out to.
- I send something small: an article, a resource, a helpful update, or even just a “How’s everything going?” note.
- No sales pitch. No heavy follow-up.
The goal isn’t to move a deal—it’s to stay connected and be useful without expectation.
And you know what?
Those quiet, unpressured touchpoints often lead to the best opportunities later.
Because when clients need advice, help, or a new solution—you’re already top of mind.
Consistency, not pressure, is what keeps you in the inner circle.
Coming Up Next in the Series…
In Blog #5, we’ll explore why bringing clarity, not complexity, is one of the greatest services you can provide your clients—and how simplifying the technical landscape helps you stand apart as a trusted advisor.
