Prospecting Persistence Pays Big

As salespeople we often find ourselves up against a mixed bag of challenges with every prospect we pursue. Sometimes getting a prospect’s attention can be deceptively easy, which can lead to a false sense of confidence for a quick sales process. Then there are those prospects who simply will not budge, regardless of how hard you hunt them.

Should you ever truly give up when trying break through a prospect’s delete barrier? After all, you know that opening the door doesn’t typically happen overnight. More often than not, it will take a series of attempts before you’ll get through. But, at some point you might feel as if it’s time to give up.

Five calls, 10 calls, 13 calls. You’re ready to give up. And, that’s precisely when you need to buckle down and keep on going. If you’re up against a perceived dead-end (especially with a high-quality prospect), keep the following in mind.

Persistence is Key

The most important thing you can do when trying to get a prospect’s attention is to remain persistent. Depending upon the scenario, this might mean trying to identify ways in which you can truly get through to a prospect such as tailoring your approach and doing what you can to build and gain visibility.

Sometimes being persistent can make you feel as if you’re overstaying your welcome with a prospect, but as long as you respect their boundaries, you have nothing to lose. Keep at it because you’re not going to land a lucrative prospect by giving up.

Susan, one of our executive customers, actually brags about how long she holds salespeople off before she’ll agree to meet. It took one sales rep three years to get a first appointment with her. But when they finally closed a sale, it was a multimillion-dollar project spanning several years. It was tough to break through Susan’s delete barrier, but in the end, persistence won out in a significant way!

Focus on Nurturing the Relationship

What won Susan over was not just the sales rep’s persistence, but also how cordial and friendly he was every time he called. Each time they talked, he learned a bit more about Susan, and she about him, his company, and the customers they’ve helped.

When you can’t get the first appointment, maybe that’s okay. When you think about it, what you really want to do is develop a relationship that extends beyond just a cold call. It’s a relationship that has prospects such as Susan looking forward to your calls and the value you bring to the conversation.

You may not be able to secure an appointment, but suddenly you find prospects are taking your calls. You’ll know you’re making headway when stubborn prospects begin to share the projects they have coming up. Perhaps they’re still putting you off, but you’re gaining valuable insight you can use to position yourself when the right opportunity presents itself.

The bottom line is that you’re going to deal with prospects who aren’t quick to respond but are worth the effort. Even if you’ve reached out more than 13 times, giving up will always end in defeat. If you stick to your sales prospecting plan, your prospecting persistence will pay off in a big way.

Kendra Lee is a top IT Seller, Prospect Attraction Expert, author of the newly released book, “The Sales Magnet,” and the award winning book, “Selling Against the Goal,” and president of KLA Group. Specializing in the IT industry, KLA Group works with companies to break in and exceed revenue objectives in the Small and Midmarket Business (SMB) segment.