Practical Sales Training™ > How To Get Attention > The Strategic Delay
The Strategic Delay
What Is It
The Strategic Delay is all about splitting up your contact with a client to create a second “point of contact.” So rather than talking or emailing someone many times in one day, you spread it out.
If you speak with or email someone on two separate days, instead of all at once, it helps you stay in mind for longer.
It’s a small shift in timing that makes a real difference to how long you’re remembered.
Why Does It Work
It works because it creates another point of contact. Instead of thanking someone or sending them what they need on the same day you spoke, when your contact with them is already high, you create a second touch. That brings you back to the front of their mind, with no need to make up a reason to check in again.
The truth is, we start to forget things as our focus shifts, moving from call to call and task to task. If I ask you to send me something and you send it, that’s that. I’ll start to forget.
If I ask you to send it, then there’s a gap, and you send it, I’m reminded of you and your offer. You’ve made a second point of contact, without ever needing to actually follow me up.
This whole approach is about being remembered, and staying front of mind for as long as you can.
How Can You Use It
Delay the follow up by a full day
Next time you meet a new contact for the first time, or have a genuine encounter, try delaying your follow up or thank you message by 24 hours. You get all the benefit of following up, with none of the pressure or bad feeling of chasing.
Send a short note first, then deliver later
A quick “I’ll send it tomorrow” message on the same day sets up the second touch in advance. It shows you’re organised, and it builds a small sense of anticipation too.
Keep the delay short, not lazy
This works because the gap feels deliberate, not forgotten. A day or two feels strategic. A week feels like you simply didn’t get round to it.
When It Works Best
This works best right after a first meeting or new connection, when the other person’s memory of you is fresh but still fading fast.
It also works best when you genuinely have something useful to send. The delay only feels intentional if there’s real value waiting on the other side of it.
When It Becomes Dangerous
It backfires if the delay stretches too long. Wait too many days, and it stops feeling strategic and starts feeling like you forgot entirely.
It also becomes risky if you use it on something time sensitive. A genuinely urgent request doesn’t suit a deliberate pause, no matter how good the theory is.
Overusing it across every single interaction flattens the effect too. Once someone notices the pattern, the delay stops feeling natural.
Common Mistakes
Letting the gap turn into genuine forgetting
A deliberate 24 hour delay is strategic. A week of silence just looks like you dropped the ball. Keep the timing tight and intentional.
Skipping the same day message entirely
Without a quick note on day one, the second message loses its context. The short heads up is what makes the follow up feel planned.
Using it on urgent requests
A delay meant to build presence can read as neglect if the person actually needed something fast. Save this for lower stakes moments.
The Strategic Delay – An Example
A Networking Event Follow Up
Scenario: You attend a networking event and meet a potential client. You have a great conversation, and they ask for your brochure or more details.
What most people do: You send them everything the same day, thank them for the chat, and hope they respond.
What the Strategic Delay Effect suggests instead: That same day, you send a quick message:
“Great to meet you today. I’ll send over the details you asked for tomorrow morning.”
Then, the next day, you follow through:
“Here’s the info we discussed. Let me know if you have any questions.”
Result:
- You created two touchpoints instead of one.
- You stayed in their mind across two days.
- You built in a natural reason to contact them again, without needing to “chase.”
- You came across as thoughtful, not pushy.
This method boosts recall, builds rapport, and stretches out the engagement window without over-communicating.
See also
