Most sales don’t happen right away. It can take several follow-ups before a prospect is ready to move forward. Sometimes, projects get pushed back or budgets change. Other times, a client just wants to stay with the merch vendor they already know. That doesn’t mean the door is closed for good. It’s a reminder to stay in touch. Consistent check-ins and follow-ups are often what turn a polite “not right now” into a real opportunity later on.
Anthony Iannarino, a renowned B2B sales expert, says when it comes to prospecting, persistence pays off. According to Iannarino, a deal is always a “no” until it’s a “yes.” In this issue of PromoPro Daily, we share Iannarino’s thoughts on why the reps who keep showing up are usually the ones who land the deal.
Call a million times (or so it seems). Iannarino recalls how he reached out to a particular contact every Monday morning. And every Monday morning, that prospect would shut him down. One time, the prospect said, “You must have called me a million times!” Iannarino looked at his notes and saw that it wasn’t a million, but 76. According to Iannarino, the prospect said that if he could drive over, he’d give Iannarino the chance to provide what he needed. So, Iannarino jumped in his car, drove over and he signed the contract.
Navigate gatekeepers. In another example of not giving up and staying persistent, Iannarino says he called Vicki every week to earn the PetSmart account. And according to Iannarino, he got a “no” every time. However, on one call, she wasn’t at work. So, he contacted the VP who had an urgent need during the Christmas rush. Iannarino says he signed the contract and Vicki found him working with her team.
View consistency as a competitive advantage. Iannarino says that if you’re not calling your contact every week, your competitor is making those calls. He wants sales reps to have the experience of receiving a compliment from contacts — of having them thank you for persisting in making your calls long enough that they eventually bought from you.
Glance at the sign-in sheet. According to Iannarino, every client you want almost certainly has one of your many competitors taking care of them. But if you play the game long enough, he says you will discover that your competitor is no longer working with the client. Iannarino says he still looks at the sign-in sheet to see who has been there and who is now gone.
Strengthen your willpower. Make sure you want to win. Iannarino says many of your competitors will likely give up and try to find something easier to pursue. They’ll get discouraged by hearing “no.” No matter how many times you get turned down, at some point, a prospect will be willing to give you a shot.
Don’t give up, even if a prospect already has a merch provider and isn’t looking to switch things up. It’s all part of outlasting your competition and staying persistent. Over time, that steady approach may turn conversations into some of the best accounts you’ll ever land.
Compiled by Audrey Sellers
Source: Anthony Iannarino is a renowned expert in B2B sales with decades of experience. He’s also an international speaker, bestselling author and entrepreneur.
