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Whitepaper on Customer Messaging Must have Adobe Reader 8.0
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Persistence in Sales by Tom Reilly, the guy who wrote the book on Value Added Selling Persistence is a virtue; so is prudence. How many times have you heard: Winners never quit and quitters never win? Or, how about this old chestnut: It takes seven “No’s” to hear a “Yes”? Is persistence important? Yes, but how much persistence is too much? You can persist without being a pest. Most salespeople (80%) quit on the first “No” and another 5% quit on number two. The goal is not to hear three “No's”, but why would you quit when you face resistance? Maybe it’s a slight misunderstanding that can be resolved with patient persistence and open communication. You can persist by asking questions. Ask non-threatening questions that draw out the buyer’s concerns. Try to understand why the buyer is hesitating. Demonstrate empathy by acknowledging these concerns. Offer information to reassure the buyer. Provide additional evidence and proof that your solution is the correct one for the customer. Demonstrate your value added. Give the buyer more reasons to say “Yes” than “No.” I used to feature a purchasing agent in my sales courses to tell salespeople what buyers expect. At the time, he was President of the Purchasing Management Association and Director of Purchasing for a large company. He clarified the difference between pushy and persistent. He said, “If you press for an order after I say ‘No’ because you need to sell something today, you’re pushy!” On the other hand, “If you press for a commitment when I say ‘No’ because I really need your solution, you're persistent.” It has everything to do with your motivation. Are you pressing for the customer’s benefit or for your benefit? Successful salespeople persist. The most successful salespeople persist prudently. About the author: Tom Reilly is a professional speaker and author of Value Added Selling. |
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