Nicolas ColeCo-Founder Ship 30 for 30, Premium Ghostwriting Academy

You Should Over Deliver For Prospects You Want To Work With

21 Apr 2026 · 1 min

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In this short monologue, Nicolas Cole advises sales and service professionals to prioritize spending extra time overdelivering for prospects who have shown interest, even if the next conversation is weeks away, rather than chasing every non‑responsive contact. He frames the additional effort not as unpaid labor but as a strategic marketing investment that raises the probability of converting the interested prospect into a client.

Chapters

If you have a bunch of people, you have this whole list and you're asking yourself in a given day, what is my priority? Should I follow up with all the people who haven't responded yet? Or should I spend an extra 45 minutes overdelivering for the person who has responded and says that they're interested, but they want to talk in 2 or 3 weeks? Which one's the priority? The second one. That's how everyone should think of it is like those moments of overdelivering. Don't think of it like, oh, I'm doing all this work I'm not getting paid for. Think about it like a marketing mechanism where as you invest time, the likelihood of of them becoming a client goes up.