When I ask my wife to marry me she said no. I asked her a second time a few months later. She said no. I asked her a third time a few months later. She said yes.
I asked a prospect if they wanted to address a very clear and costly situation. He said no five times in a row over the course of several months. He said yes the sixth time I asked.
I was working with a prospect over the course of months. Each time we worked things out for her complex and changing circumstances, I asked for the sale. She would say yes, but then something would change in her company. This cycle was repeated over and over. We would adapt, adjust, and make another attempt. The deal closed after eighteen months.
What’s the point?
Perseverance and grit is certainly one point.
Another might be to know when to persevere and when to stand down. I really wanted to marry my wife. I knew she was the one. I was not going to stand down.
Another point might be that when you know you can really help someone, stick to it. This was the case with the client who said no the first five times. I really wanted to make his life better. I didn’t hound him. I didn’t harass him. I just continued to remind him that there’s a better way.
Still another point might be that it’s important to help prospects navigate their internal struggles – as frustrating as it can be. Salespeople are quick to say, “What’s the problem? Why won’t they just sign the agreement?” Walking with your prospect, understanding and helping them adjust and navigate their internal complexities might be the perseverance and grit needed.
It’s easy to say perseverance and grit are key elements in sales. They are for sure. However, the reality is much more complex. Perseverance and grit are important, but so is using your head and your heart.