The answer is simple and it’s called PERSISTENCE! If your prospect does not call you back, guess what? You keep calling them! If they have not returned your telephone call after the second, third or even fourth attempt, guess what? You keep calling them! According to the National Sales Executive Association, 80% of sales occur between the fifth through twelfth contact and 20% of sales occur between the first through the fourth contact. What do these statistics tell us?
These statistics reveal that the most successful sales reps are those who choose not to give up on their prospects! They understand that those prospects who respond with the “not interested objection” are really asking for more product or service information. They understand the importance of consistent follow-up with their sales prospects. They understand that their prospects will respect their enduring persistence. They understand that their “enduring persistence” may act as a catalyst in their prospect’s buying decisions. What exactly do I mean here?
These prospects (i.e. C-Level Execs, Senior-Level Execs, Directors and Business Owners) that are being contacted are successful for one reason and that reason is due to their “enduring persistence.” Many times our buying decisions are based on more than just the price, features and benefits of a product or service. Our buying decisions can also be based on the person from whom we are buying the product or service. In this case, a prospect who is dealing with a sales rep who has demonstrated “enduring persistence” can quickly identify with this winning personality trait. They will perceive the sales rep as having something in common with them and as a result, they may factor this information into their purchasing decisions.
Now that I have demonstrated that being persistent helps to bridge the gap between you and your sales prospect, now what? You need to constantly remind your prospect of your “enduring persistence” because by doing so increases their awareness of you! This means that if you are leaving a message for them you need to let them know that you are not giving up and that you are not a quitter! Let your prospect know (either on a cold call or by voicemail) that you have been trying to reach them for six months, a year or even something crazy like two years!
Below I’ve included a few lines that you can incorporate into your cold calls and/or voicemail messages. These examples of persistence include the following:
“(FIRST NAME OF PROSPECT), Can you believe that I’ve been trying to reach you for (LENGTH OF TIME) now? Talk about persistence, right?” (pause)
“(FIRST NAME OF PROSPECT), I think I’ve left at least ten messages for you, do you respect my persistence here?” (pause)
“(FIRST NAME OF PROSPECT), You gotta respect my persistence here, I’ve called you so many times that I have no more room in my ACT database.” (laugh a little and then pause)
“(FIRST NAME OF PROSPECT), I hope that you appreciate my persistence here, I’m not one to give up so easily.” (pause)
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