Persistence Pays: How to Outlast Your Competition and Win the Deal

The Fundamental Truth of B2B Sales

In the world of high-stakes prospecting, it is always a "no" until it is a "yes." There is no reason to give up on a prospect you are pursuing. It doesn't matter if your contact refuses to grant you an opportunity and instead suggests they already have the right vendor; this should not cause you to give up or give in.

The "Million-Call" Myth

In one pursuit, I called a contact every Monday morning only to be shut down. After calling him one day, he told me that I must have called him one million times, but my index card said otherwise. It was only seventy-six times. The contact told me that if I would drive over to his office, he would give me an opportunity to provide what he needed. I jumped in my car, drove to his office, and we signed a contract.

Navigating Gatekeepers to Find a Need

I called Vicki every week to win the PetSmart account. She told me "no" every time I called her. One day I called to find that she was not at work. I contacted the VP, who had an urgent need for forklifts during their Christmas rush. He signed my contract, and Vicki later found me working with her team.

Consistency as a Competitive Advantage

Know this: if you are not calling your contact every week, your competitor will make those calls in your stead. I hope you have the experience of receiving a compliment from your contact, thanking you for persisting in making your calls long enough that they eventually bought from you.

The Sign-In Sheet Strategy

Every client you want almost certainly has one of your many competitors taking care of them. But if you play the game long enough, you will discover that your competitor is no longer working with the client. I still look at the sign-in sheet to see who has been there and who is now gone.

The Willpower to Win

Most of your rivals give up and try to find something easier to pursue, discouraged by hearing the word "no!" No matter how many times you hear "no," at some point, you will find that they will give you a shot.

This is easier for those of us who are willful enough to persist without complaining. Sales is a game, and most people are unwilling to win the deals they want because they are discouraged by hearing "no" from a contact.

Turning Persistence into Partnership

I hope that you have the experience of having your contact thank you for persisting long enough as they turn into your best client—the kind that will sing your praises to their friends and other professional contacts.