We’ve all been in situations where we’re reluctant to engage with a stranger, but more open to someone we’ve encountered before—even if it’s just a passing interaction. This difference in our willingness to engage is the power of the Law of Familiarity. In Chapter 12 of Fanatical Prospecting, Jeb Blount explains how repeated, consistent contact with prospects builds trust and paves the way for meaningful conversations.
The key insight is that the more familiar you are to your prospects, the more likely they are to pick up the phone, open your email, or respond to your message. By reaching out regularly (and respectfully), you reduce skepticism, break down barriers, and keep your name top of mind, so when the time is right to buy, you’re the one they remember.
The Law of Familiarity states that people are naturally more comfortable with what—or who—they already recognize. This comfort lowers resistance and warms up the prospect to your message.
When prospects encounter your name or brand consistently across channels—email, phone, social media—they’re more likely to recall you when their need arises. In a world full of distractions, being memorable is half the battle.
Trust isn’t built in a day. Each interaction, however brief, contributes to a growing sense of familiarity. Over time, this repeated exposure can transform a cold lead into a warm prospect who views you as reliable and credible.
Breaks Down Barriers
The initial skepticism that prospects often have toward unsolicited outreach diminishes with each interaction. You’re no longer just “another salesperson”—you’re someone they “know.”
Increases Recall
When the need finally arises for your product or service, prospects are more likely to remember your name if they’ve seen or heard it multiple times.
Builds Trust Over Time
Consistent, professional communication sends a clear message: you’re serious about your work, and you’ll be there when they have questions or concerns.
Don’t rely on just one mode of communication. Utilize:
Each channel contributes to your visibility and ensures you stay on your prospects’ radar.
Develop a structured schedule that outlines when and how you’ll reach out. For instance:
The goal is to stay consistent without overwhelming your contacts.
Each touchpoint should offer something of substance:
Value-first communication positions you as a trusted advisor rather than a pushy salesperson.
Balancing persistence with politeness is crucial. While you want to remain in front of your prospects regularly:
Referencing a previous conversation or noting a specific challenge they mentioned demonstrates you’re truly listening. Personalization shows respect for the individual on the other end and significantly improves engagement rates.
1. Overwhelming the Prospect
Too many touchpoints in a short span can irritate your prospect. Spread out your outreach logically.
2. Sending Generic Messages
One-size-fits-all communication rarely resonates. Personalization is the key to standing out.
3. Inconsistency
Sporadic outreach—three messages in one week followed by total silence for months—undermines the familiarity you’ve built. Stick to a steady cadence.
Challenge:
A salesperson struggled to connect with leads because their outreach was inconsistent and overly sales-focused. Prospects often ignored calls and emails, and the pipeline was stagnating.
Solution:
Outcome:
Within three months, the response rate grew by 35%, and the salesperson secured three new meetings with previously unresponsive prospects. This boost was directly tied to consistent, value-focused communication that built familiarity and trust over time.
1. Familiarity is Power
The more often your prospects see or hear from you, the more inclined they’ll be to engage.
2. Consistency Builds Trust
A steady stream of communication underscores your reliability and professional dedication.
3. Value Comes First
Before you ask for time or a sale, prove your worth by sharing relevant insights or solutions to their specific challenges.
Are you maintaining consistent contact with your prospects?
If not, where can you introduce a more systematic follow-up approach?
How can you add value with every interaction?
Identify industry articles, case studies, or best practices that might benefit your prospects.
Are you leveraging multiple channels to increase familiarity?
Consider expanding beyond email to LinkedIn, phone calls, and even short personalized videos.
The Law of Familiarity taught in Chapter 12 of Fanatical Prospecting reinforces a timeless principle: people do business with those they know and trust. By maintaining a steady, respectful presence in your prospects’ lives and consistently adding value, you’ll position yourself as a recognized, credible resource. When the moment arrives for them to buy or make a referral, you’ll be at the top of their minds—proving that familiarity truly does breed opportunity.
Ready to implement the Law of Familiarity? Map out a follow-up schedule today, commit to value-driven messaging, and watch your pipeline warm up as your presence becomes increasingly familiar.
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