The tendency to associate a memory with its surrounding environment, inhibiting recall in other environments, and improving recall in similar surroundings.
Visual and heural cues exist in marketing to help create associations in brand recognition. Jingles, logos, and distinctive brand colors, are all designed to help you recall a company.
If your only interaction with a prospect is a short call before a 6 month waiting period, you are likely to be dismissed again during the follow-up.
Try to create a referential point by collecting an e-mail address and sending intermittent reminders of your existence. If you meet someone at a conference, remember specific details about the conference or your encounter to regain familiarity.
Alternatively, during a long cycle sale, you can admit that most people forget they mentioned to call back and ask for a low-effort personal detail about the prospect such as asking “How do you like your coffee?”