Consistency Is a Sales Skill - and Your Newsletter Proves It
12touches.com, Friday, September 4th, 2026
When an enterprise IT buyer chooses a vendor, they're not just buying a product. They're betting on a relationship that will play out over years - implementations, support, renewals, escalations, roadmaps. And the single trait they most want to see in the rep and the company behind that bet is one that's surprisingly hard to fake: reliability. Will you follow through? Will you still be there, engaged and dependable, long after the ink dries?
Buyers choosing a vendor are betting on a multi-year relationship, and the trait they most want to verify is reliability - so they read your present behavior as a preview of how you'll act once they've signed. Most of a rep's diligence is invisible, but a newsletter arriving every week is consistency made public and timestamped, demonstrating follow-through rather than claiming it.
The trap is symmetrical: a newsletter that launches loudly and fades proves the opposite. The answer is making consistency structural instead of dependent on willpower that a brutal quarter will beat.
About 12touches
Learn about 12touches in a recent webinar, How to Use LinkedIn Newsletters to Stay Top-of-Mind, a 31-minute session for people who sell into enterprise IT.
See the daily news website with all the articles here.
See a weekly newsletter on LinkedIn here.
Sign up for your own weekly newsletter service here.