In a recent LinkedIn post, Mark Hunter urges sales professionals to reconsider their follow-up strategies, particularly the common phrase, “I’m just checking in.” Hunter argues that this approach lacks substance and can be perceived negatively by prospects.
The Pitfalls of Superficial Outreach
Hunter begins by drawing a stark contrast between genuine sales engagement and mere perfunctory contact. He points out the ineffectiveness of a phrase that associates professional outreach with a transactional hotel service.
“Stop saying, ‘I’m just checking in.’ Checking in is what you do at a hotel.
According to Mark Hunter, this sentiment highlights a fundamental misunderstanding of what constitutes effective communication in the sales cycle. He emphasizes that true sales engagement requires more than just a pulse check; it demands strategic value delivery.
Delivering Value as the Core of Sales Follow-Up
The central theme of Hunter’s post is the imperative to provide tangible value with every interaction. He advises sales professionals to bring something meaningful when they reach out to prospects, moving beyond generic pleasantries.
The Power of Relevant Information
Mark Hunter suggests that effective follow-ups should incorporate insights that resonate with the prospect’s world. This could involve sharing industry news, highlighting relevant changes, or providing information that directly addresses the prospect’s known interests and concerns.
“If you’re reaching back out to a prospect, bring them something that matters. Share an insight. Point out a change in their industry. Give them information that connects to something they care about.”
As Mark Hunter notes, this approach transforms the act of following up from potentially being perceived as an annoyance to a demonstration of genuine salesmanship. He clarifies the distinction:
“That’s not bugging them. That’s selling.”
Building Relationships Through Consistent Value
Hunter reinforces that the key to successful sales relationships lies in understanding a prospect’s interests and consistently offering relevant value. This requires a proactive and informed approach rather than reactive, low-value communication.
The Reason to Engage
Ultimately, Mark Hunter concludes that every follow-up interaction should present the customer with a compelling reason to engage. This principle, he argues, is crucial for nurturing leads and moving them through the sales funnel effectively.
“In sales, every follow-up should give the customer a reason to engage.”
By shifting the focus from simply ‘checking in’ to providing pertinent information and insights, sales professionals can build stronger relationships and achieve better results, as Mark Hunter powerfully advocates in his recent post.
📝 About This Content
This article is based on insights shared by Mark Hunter on LinkedIn.
📅 Originally posted on September 2, 2026 | View original post on LinkedIn →