How not to lose touch with an important client when they go silent

So what do you do next? Write? Call? Or just wait in silence?

I’ve realized a simple thing: being pushy doesn’t work, but disappearing is even worse. So I take the initiative and “wake up” the connection through different touchpoints. Sometimes it’s a small gesture, sometimes a useful insight or an invitation to talk. The key is that the client feels: I’m here — but without pressure.

To “wake up” the connection and maintain the relationship even in silence, I use different touchpoints.

I often send clients a useful article, checklist, or research.

I write something like:
“Hi Dmitry, I see that there’s a lot of discussion in the industry right now about the transition to a new e-signature format [topic]. Thought this overview/research might be useful for you. If it’s relevant, I’d be happy to briefly discuss the key takeaways.”

This shows that I’m providing value without pressure or selling.

If I come across an interesting event, I share it.

I write something like:
“Tatiana, good afternoon. I came across the agenda for the [event name] conference — there’s a speaker covering [topic] who looks interesting. Thought this might be useful for your team. Are you planning to attend?”

This shows that I stay engaged with the market and pay attention to the client’s interests.

I always note important dates and milestones — birthdays, company anniversaries, awards.

Here’s what I write:
“Congratulations on [event]! That’s a great achievement. Wishing you and your team even more success in the coming year.”

This creates a sense of a personal connection, not just a business interest.

When I want to engage a client, I ask for their perspective on the market or a specific practice — something they know better than I do.

I write something like:
“Denis, good afternoon; could you please share how you’re currently handling [X]? I’m collecting different approaches across the market — your perspective would be especially valuable.”

This shows respect for their expertise and draws them into an expert-level conversation.

I try to stay visible — I comment on the client’s posts and highlight their achievements.

In comments:
“Great initiative! Curious to see how this will impact [area].”

In a repost:
“Colleagues at [client’s company] have launched an interesting solution. Glad to be connected with such a team.”

It’s a light touch that doesn’t require a direct response, but keeps the connection alive.

From time to time, I share updates about what I’m working on.

I write something like:
“We recently launched a project in [industry/client], and it immediately made me think of you — it seems relevant for your team. If it’s of interest, I’d be happy to share more.”

It’s a soft signal: I’m thinking of you and connecting it to something valuable.

If I have a closed meetup or a webinar, I invite the client.

I write something like:
“In a week, we’re gathering a small circle of peers for an online session on [topic]. Thought this might be interesting for you. Would you like me to share the details?”

This helps reinforce the client’s sense of being part of an inner circle.

Even after some time, I come back to past projects.

I write something like:
“Sergey, I wanted to check in — how is your team doing after implementing [solution/service]? Is everything working as planned?”

Follow-up care builds trust and increases the chances of repeat collaboration.

This set of touchpoints creates a system: the client understands that I (and my team) are there — without pressure, but with consistent attention and value.