Business Growth From Timing and Following Up

Ever notice how the best connections in life don’t just happen? They’re built, nudged along, and most importantly, kept alive with a bit of effort. Timing and following up are the two most underrated moves you can make for your business growth and your personal relationships.

It’s not a fancy hack. It’s not AI-generated magic. It’s being the person who remembers to check in, sends the invite, or follows up on that conversation from three months ago.

Why Everything Worth Having Comes Down to Timing and Follow-Up

You know that feeling when you bump into an old friend and say, “We should catch up sometime!” Then you both nod, maybe even exchange a few texts, but the meetup never happens. Fast forward six months, and suddenly it’s a little awkward to even reach out.

Finding a life partner and landing clients? Both come down to timing and following up.

I’ve lived this on both sides. I drifted away from friends because I couldn’t stay in touch – 1 or 2 missed invites, then 6 or 12 months go by, and it gets weird. The same happens in business. You lose touch with a prospect, and before you know it, you’re just another forgotten name in their inbox.

Most of the time, all it takes to bring things back is a single check-in. A simple “Hey, haven’t chatted in a while – want to catch up?” works wonders, whether you’re talking about a friend or a potential client.

Becoming the Connector (Even If You’re Not Naturally One)

I’ll admit, staying connected doesn’t come naturally to me. I’m not the guy who wakes up excited to organize a group hike or send out lunch invites. But I’ve learned the hard way that if you want to maintain relationships, personal or professional, you have to put in the effort.

So I set a recurring to-do to check in on my best mates I haven’t seen in a while. My phone pings me every few weeks, and I shoot off a message or set up a Padel game. Sometimes people can’t make it. Sometimes they bail three times in a row. I don’t mind if friends can’t make 1, 2, or 3 events in a row – it’s just timing, and I’m okay with that!

I’ve become the connector, the person who sets up lunch, Padel games, or hikes. It actually makes relationships stronger, even if take-up is hit or miss.

The Business Growth Version: Nurture Means Checking In

What has this got to do with business? Everything.

You might not want to be that connector friend, and that’s okay. But for your business, you don’t have a choice if you want to grow. Be the person who keeps in touch with your clients and prospects just as regularly as you check in with your friends. In business growth speak, that’s nurture. 

Just like I have a recurring friend check-in, I have a sales pipeline stage where I do the same thing – check in and follow up.

It’s not about being pushy. It’s about being present. When you’re the one who remembers, you’re the one who gets remembered.

In business and your personal life, be the person who follows up, checks in and sets up invites. It might even lead to referral sales or new friendships.

A Real Win from a Well-Timed Follow-Up

A few months ago, we pitched a founder-led consulting company. Good conversation, but they said, “Not right now.” Easy to let that one slip through the cracks.

Instead, I set a reminder to check back in 60 days. Two months later, I sent a note: “How’s the pipeline looking? Any change since we last spoke?” Turns out, they’d just lost a big client and now suddenly had capacity – and urgency – to invest in business growth. Because I followed up at the right moment, we landed the deal.

If I’d waited six more months, or left it to chance, someone else would have closed them.

Make Follow-Ups Automatic So You Don’t Have to Be a Superhuman

If you’re thinking, “Sure, but I have enough to remember already,” join the club. That’s why I make this as easy and boring as possible: automation.

Here’s how I do it:

• Personal: I use Things app with a recurring reminder – every two weeks, “Check in with mates.” That’s my nudge to send a message, or just share a meme.
• Business: In HubSpot, I have a sales pipeline stage called “Nurture.” Every prospect who isn’t ready yet lives there. Every week, I look at that list and send a few check-ins. Nothing fancy. Just, “Thinking of you – how’s [insert relevant topic] going?”

If you’re not using a fancy tool, a recurring calendar event or even a sticky note works. The point is to build a system that takes remembering off your plate.

How to Set Up Recurring Reminders Without Overthinking It

You don’t need to download seven new apps or create a 14-step workflow.

Try this:

1. Pick your tool – could be your calendar, a task app, even a handwritten list.
2. Create a recurring reminder: “Check in with [name/group].”
3. For business, tag your “not yet” prospects and block 30 minutes a week to follow up.
4. Keep your message casual. Don’t overthink it. “Hey, just checking in – how’s everything going?” is more than enough.

Consistency is the magic ingredient. It’s about showing up, over and over, so when timing lines up, you’re already at the front of the line.

Take This Away With You

• Timing and following up beat clever tactics, every time.
• Being the connector (even if you’re not naturally one) makes relationships last.
• For business growth, nurture is just regular, genuine check-ins.
• Automate your reminders so you don’t forget.
• A simple, well-timed follow-up can be the difference between a lost lead and a new client.

Next time you think, “I should reach out,” don’t wait. Set that reminder now – personal or business. You’ll thank yourself later.

Jason Bagley Founder, Growth Experts

I'm a business builder, the founder of Growth Experts, sometimes public speaker, and a member of the Entrepreneurs’ Organization. Mostly though, I’m just a dad to Eva & Cruz and a husband to Karina.