The Trickle Strategy
When you’re sending information to potential investors, I’ve learned that it’s beneficial to spread out the time flow in which you email your materials. Investing is not a quick and easy process, and almost often takes longer than you expect. Building the relationship over a period of time can be accomplished by purposely holding back certain documents temporarily (unless these documents are specifically asked for, or if you or the investor are under a time constraint).
For instance, I have a slide deck, business plan, financials and screen shots as the primary materials for my idea. I met with an investor yesterday, who actually encouraged the trickle strategy as well. By sending one document at a time, say, every 1-2 weeks, I’m not only allowing the investors to sift through my information, but I’m giving myself a reason to follow-up again. I’m also allowing adequate time for the investors to follow-up with questions on the original documents.
No one likes pointless “touching base” emails, especially investors. You can avoid this by having a reason to follow-up. By trickling your materials over time, you’re giving yourself a purpose to communicate. Strong relationships are built over time, not by sending everything you have at once and following up every day. Over-communicating is just annoying.
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