The Lie Your Sales Manager Told You

This article is written for those in ‘higher level’ or ‘relationship oriented’ sales. It is not written for the guy standing on the street corner hawking designer knock-off watches.

Never Take No for an Answer

It is true that persistence is crucial in sales. However badgering a client is ill advised, as it will build ill will and burn a potential networking connection.  The following story illustrates the difference between persistence and badgering.

Persistence: Recently I was trying to secure a web design project with a local business. I met with the prospect to determine his needs, then presented a proposed solution to his web design and graphic design needs. After one week I did not hear from the prospect so I called him to touch base. He had a few objections, which I responded to.

Ultimately the prospect chose another firm.  I wished the prospect well on his web design project, and asked him why he had chosen the other firm over us. He told me that the primary reason was that his boss had an already established personal relationship with the owner of the other firm. Graciously I thanked him for the opportunity to bid on his project and for the feedback that he had given me. Then I asked him to keep our company in mind for future projects that he or someone in his network may come across.  After that I put him in my database and sent him our monthly newsletters and postcards. 

After two months I called him and asked how the web design projects was coming along. He said that it was stalled and that they were not getting anywhere, mostly due to internal issues not caused by the web design company that they had hired.  We chatted briefly about how our businesses were going, then I asked him if he knew of anyone who could use our web design services. He then provided me with the name and phone number of a colleague who was repositioning his business in the marketplace. Ultimately I did get the project from the lead, and now instead of offending a prospect by badgering him, I have expanded my network by two.

Persistence: About a year ago I was trying to secure a web design and graphic design project with a growing business. I had two meetings with the prospect, then presented a proposed solution to his web design and graphic design needs. When I followed up to ‘close the sale’, the prospect told me that he wasn’t ready to move. I asked him when he thought that he would be ready, he said, ‘two weeks’.  So, I put him in my tickler file, and two weeks later I gave him a call. Once again the response was, ‘two weeks’.  To make a long story short I continued to drip on the client WITHOUT badgering him. After six months I secured the project. It went so well that now, six months later, the client has come to me with another project of greater magnitude. Plus he is now an advocate of our services and serves as an excellent reference. Had I tried to pressure him into closing the sale before he was ready, we both would have lost.

Badgering: Currently I am dealing with a person in my network who doesn’t understand the difference between persistence and badgering. After two meetings together, he presented a sales proposal to me and tried to get me to make a decision on the spot. When I asked that he leave the proposal with me, so that I could review the details and process things, he was reluctant. He wanted me to make a decision right away, and if I couldn’t do that he wanted to take the proposal and schedule another meeting so that he could answer any of my objections. 

Finally he agreed to leave the proposal with me. I gave it careful review and then emailed the sales person with the specific reason why the products were not a good fit for me. I also said that while the products were not well suited to me, that I would try to refer business to this person if/when I came across an individual who I felt was well suited to the product.

The sales person responded to my ‘objection’ with what I felt was am untrue claim. I responded to the sales person stating that I had done my homework, and that based upon my homework my objection was valid. Then, I also let the sales person know that in addition to that objection, I objected to specific terms in the sales contract. Then once again, I reiterated that while this company’s products and way of doing business was not a good fit for me, that I felt that it might be a good fit for others in my network.