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Why Persistence is Key to Closing Sales

Why Persistence is Key to Closing Sales

When it comes to the sales industry, persistence is key to closing sales. Think about it, what sets you apart from other sales agents? Maybe some have more knowledge, years of experience, degrees, or even charm. But is that dictating the number of sales they close? No. At the end of the day, a persistent sales agent will outperform even the most charismatic agent.

So, why is this? A persistent salesperson knows what it means to close the deal without being pushy. They can push past countless no’s to get to the golden yes. 

As a salesperson, if you’re not persistent, you’re timid. And timid salespeople don’t close sales or take home a bonus. If your primary objective is to close deals and achieve quarterly goals, you’re not going to get there by being timid. Let’s first take a look at the following scenario of why persistence is key to closing sales.

Persistent Peter vs. Timid Timothy (Scenario)

Peter and Timothy have worked in the sales department at the same company for 6 months and have their semi-annual review coming up. The two come from very different backgrounds. Peter does not have a degree but has experience working at his dad’s local auto shop. This was his first actual sales job. Meanwhile, Timothy graduated with a communications degree and was previously a retail sales manager. 

Let’s take a look at how each handled their jobs.

Persistent Peter

Peter has a fire and grit in him to get the sale at any cost. However, he makes sure to use the right methods so he can work smarter, not harder. Peter calls each prospect within 5 minutes to ensure he’s getting the best possibility of making contact. If they don’t answer, he doesn’t let this discourage him, instead, he leaves a short and sweet voicemail to gain their attention. He’s still hearing crickets, so he makes sure the next time he calls it’s at an ideal time that works for the prospect. If he again gets no reply, he leaves a voicemail and makes sure to make another 6 call attempts that week. During this time, there are also automated texts and emails that the prospect will be receiving. 

Peter understands that every lead is different, some are barely starting their search while others are in urgent need. But he continues to call fast, call often, and calls every lead to get the best close rate. 

Timid Timothy

Timothy has the desire to make the sale but is often too timid. He understands his company would like him to call the lead fast, but unknowingly, he will find an excuse to put it off. If a prospect comes in at 11:45 am, he decides he’ll just call them at 1 pm because his lunch starts soon, and he assumes they’ll probably also be busy with lunch. He rationalizes that they’re also receiving an automated text and email, so he should be fine, and they’ll be happy he waited. He returns from lunch and makes the call, he doesn’t hear back, so he leaves a voicemail. He calls back again at an optimum time and does not hear back. He again leaves a voicemail. Instead of making at least 6 call attempts, he gives it one more go and then labels the lead as cold. 

Most of Timothy’s thoughts are about whether he is bothering the lead. He does not want to overstep but instead isn’t getting noticed. He cares about politeness, or if the prospect is busy and loses sight that this is a person with a need that he could help fulfill if he were more persistent with his sales technique. 

persistent vs timid salesperson

Persistence Drives Results 

While the scenario may seem self-explanatory, it would surprise many business owners to know just how much persistence plays a role in the success of their company. Many are also shocked that most of their team may fall under Timid Timothy’s. For example, a study from Dartnell Corp found that 48 percent of salespeople quit after the first contact. This statistic is eye-opening because it shows your team isn’t made of Politely Persistent Peters as you thought. 

Politely Persistent vs Being Pushy 

Before we delve into how persistent sales tactics pay off, it’s essential to distinguish the difference between being persistent and being pushy. Because NOBODY likes a pushy salesperson. The only difference between being pushy and a persistent salesperson is how they communicate. There’s a difference between seeing 6 emails and multiple emails stating “Let’s get you SALESSSS!” and a voicemail that addresses the individual, makes it personal, along with detailed and educational emails.  

Tips to be persistent and not pushy:

  • Bonding and Rapport: Build meaningful relationships and connections with each prospect you call. 
  • Be brief and clear with your messaging. 
  • Ask for follow-ups. 

3 Benefits of Being Persistent

1. Gain Long Term Clients

When in search of gaining quality leads “dream clients,” they often require persistence. The buyer understands that many suppliers offer similar services, so to win their business you need to be persistent and constant during their decision-making. Once onboard, you will have already developed a strong connection with them and are likely to convert them into long-term clients. 

2. Overcome Rejection

Rejection hurts, but it hurts a bit less for persistent salespeople. Each time a timid timothy faces rejection it hits them just as hard because they’re reluctant to even get to that stage. When you’re persistent, you have faced it enough to know that it’s needed to get to your final destination. Persistent salespeople know to not take “no’s” to heart. Instead, they use it to fine-tune their persuasion skills and work to better communicate with the next prospect. 

3. Creates a Great Team 

The cool thing about persistent salespeople is that they’re contagious (in a good way). Other salespeople can see their success and work toward not being so timid when it comes to calling or emailing clients. In addition, adding persistent sales techniques to your teams’ onboard training can help streamline them into success. 

Let’s check back into the Politely Persistent Peter and Timid Timothy scenario:

Although only 6 months in, Peter received a raise for his excellent performance at the company during his review. In addition, the company took Peter’s approach as a learning example and is now focussed on implementing sales techniques and guides on being persistent with new hires. This way, even if you begin as a Timid Timothy, you’ll soon become a Triumphant Timothy. 

Final Thoughts

In sales, persistence is key to closing sales, particularly when generating qualified sales leads. It’s vital to improve your sales strategies to close more deals. That’s why at 360Connect, we provide helpful resources for sales agents to continue to grow and improve their skills. If you’re looking to generate high-quality, true-intent leads for your salespeople, sign up for our revenue growth program today!

Check out some helpful sales resources below:

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