The strongest selling point is if it’s a customer who has already worked with us.
Recently the assistant of the MD of a 2019 client of ours contacted me to get a proposal for a seminar. We eleaborated a concept and afterwards chased her for a deinitie reply. Did not get it. Then their MD called me on a Friday to ask how the status is - i did not call him before because I thought this lead is coming from him so I did not want to bother him. WRONG. He asked me to always contact him directly when something seems to take too long.
lesson learned: always know what the status of the decider‘s decision making process is. Sounds simple, is simple - just needs to be followed. Don’t imagine what could bother your customer - ask him directly.
PS Meanwhile he has confirmed that he wants to work with us on that project