Persistence: a Key to Success
Persistence is a key characteristic of successful sales professionals. Persistence is a must when you are in a competitive environment with customers who have a choice in their vendor. But don’t confuse persistence with futile repetition. Futile repetition is like trying to bang your head against a brick wall in order to get beyond it. Maybe it seemed like a good idea even though it didn’t work, so you bang more, and harder. Futile repetition is painful.
Persistence is productive. When you encounter a brick wall, you first look for a door. Or maybe you can climb over. Are any bricks loose enough to kick out? Can you dig under it? Borrow a ladder? Eventually you get beyond the wall, proving the value of persistence.
Futile repetition is also likely to be annoying to customers. If you repeatedly offer the customer the same thing and make no adjustments to meet his or her needs, then you will no doubt irritate the customer. This is simply being a pest. On the other hand, if you listen, if you show a real willingness to work with the customer to create a solution, you will be seen as responsive and cooperative. People appreciate the right type of persistence.
There’s a game played by people who lack persistence. It’s the When-then game, and it goes something like this:
“When the market picks up, then I’ll make my budget.”
“When the customer shows some interest, then I’ll make a call.”
“When my sales manager is supportive, then I’ll give 100 percent.”
“When the company gets its act together, then I can sell.”
The When…then game is merely an excuse for inaction.
A good sales person knows that every opportunity is worth some effort. Excellent sales people see real prospects where others see only futile effort, and tenaciously turn those opportunities into deals.
Should you give up when the customer says “No”? No, you shouldn’t. NO stands for “Never Over.” Persistence will always give you the opportunity to win. Maybe the customer signed with a competitor, but that doesn’t have to be the end. Many deals today fall apart after the customer commits. Persistence will earn you a second chance. By being there for the customer, you position yourself for the next deal. Remember, if you are out of sight, you’re out of mind.
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