Stay top of mind without becoming noise in the inbox.
For glass distributors, the time between orders can be deceptively quiet. Your client just wrapped up a 20,000 sq ft IGU job. The next project might be months away. So when should your team check in? How often is too often—and how long is too long?
Most salespeople wait until the next RFQ to reach out. But high-performing distributors use the in-between period strategically. Done right, a mid-cycle check-in doesn’t just drive repeat business—it deepens trust and reduces churn.
Why the Time Between Orders Is So Valuable
Your buyer may not be ordering, but they’re still making decisions:
Finalizing specs for the next build
Evaluating vendors post-project
Creating budgets and procurement calendars
Reflecting on how well their suppliers delivered
This is when relationships are won or lost—quietly, and often without feedback.
The Wrong Way to Check In
Avoid vague emails like:
“Just touching base to see if you need anything.”
This puts the burden back on the buyer, who’s likely too busy to respond—or worse, feels like they’re being sold to.
The Right Time—and Way—to Check In
1. 2 Weeks Post-Delivery: The Quality & Service Debrief
Ask:
Did the packaging meet expectations?
Was delivery timing aligned with install crews?
Any product issues not reported?
This makes it easy for the client to share small frustrations before they become reasons to switch vendors.
2. Mid-Project Timeline: Spec Support or Value Adds
If you know their next project is 8–12 weeks out, check in around the halfway point with relevant insight:
“We’re seeing longer lead times on laminated SGP—let us know if you’re planning that spec for the Riverfront job.”
This adds value, not volume.
3. Seasonal Check-Ins Tied to Project Types
For repeat buyers (storefront contractors, multifamily developers), send a tailored update:
“Summer backlog is filling fast—if you’ve got installs targeting Q3, let’s talk glass timelines now.”
Make it feel proactive and helpful, not random.
Automate the Timing—Personalize the Message
Use your CRM to trigger check-ins based on:
Past order dates
Project timelines
Product type
But make sure each message is human. Include context, recall past orders, and suggest next steps.
Checking in between orders isn’t about filling inboxes—it’s about filling in the gaps where trust is built. The best distributors don’t wait for RFQs. They stay present, stay helpful, and position themselves as partners all year round.
