How to Be Persistent in Sales Without Turning Off Prospects

As a salesperson, you‘ve likely heard the adage that persistence pays off. And it‘s true—studies have shown that 80% of sales require at least 5 follow-up calls after the initial meeting. Most deals simply don‘t close on the first, second, or even third attempt.

However, there‘s a fine line between being appropriately persistent and veering into annoying territory. Prospects are busy and don‘t appreciate a barrage of generic emails and voicemails. Push too hard and you risk damaging the relationship.

The key is to strike the right balance. You need to stay top of mind and keep the conversation going, without overstepping boundaries or wasting the prospect‘s time. When done right, persistence demonstrates that you‘re invested in the relationship and believe you can provide real value.

So what does healthy persistence look like in practice? Here are some tips to follow up effectively while keeping your prospects engaged.

Mix Up Your Methods

Don‘t rely on a single mode of communication. If you only make phone calls, try sending an email instead. If you typically send formal emails, consider reaching out via social media with a friendly message.

Research shows the average salesperson only makes 2 attempts to reach a prospect. By varying your approach, you‘re more likely to get through and show the prospect you‘re willing to go the extra mile. You may uncover their preferred way of communicating as well.

Just make sure to include your reason for following up each time. Whether you‘re providing additional information, checking in on next steps, or sharing a relevant resource, give the prospect a clear purpose for your outreach.

Space Out Your Attempts

Picking up the phone to check in every single day will start to grate on your prospects. You want to be persistent, but not a pest. Give the prospect some breathing room in between attempts.

A good rule of thumb is to make contact every 3-5 business days in the beginning. If you still haven‘t heard back after several attempts, start stretching it out to once a week, then every couple weeks. This shows you respect their time and won‘t bother them incessantly.

Of course, use your judgment based on the prospect‘s needs and timeline. If they asked you to follow up by a certain date, make sure you do so. And if a deal is nearing the finish line, more frequent contact may be warranted. Just be conscious of the cadence overall.

Keep Messages Concise

No one wants to open an email or listen to a voicemail only to find a long-winded essay. When following up, get to the point quickly.

Your message should include:

• A personalized greeting
• A reminder of your previous interaction
• Your reason for following up
• A clear call-to-action (schedule a meeting, answer a question, etc.)
• Your contact information

Aim to keep emails to just a few sentences or paragraphs. For voicemails, practice an elevator pitch you can rattle off in 20-30 seconds. Making your messages easy to digest increases the chances you‘ll get a response.

Lead With Value

Always keep your prospect‘s needs and challenges at the center of your outreach. Persistence isn‘t about hounding someone until they reluctantly agree to the next step. It‘s about finding new ways to help them achieve their goals and KPIs.

Before each follow up, ask yourself what you can provide in terms of value. Perhaps you came across an article that made you think of their business. Maybe you have a fresh idea for how your product could streamline their workflow. Or it could be as simple as reiterating your core value proposition in a new way.

The more you can demonstrate genuine interest and care for their success, the better your chances of eventually winning their business. No one wants to feel like just another name in your CRM being subjected to generic follow ups.

Know When to Walk Away

Persistence has its limits. If you‘ve done your due diligence following up and the prospect still isn‘t engaging, know when it‘s time to throw in the towel.

Some telltale signs it‘s time to move on:

• You‘ve made 12-15+ attempts without any response
• The prospect has asked you to stop contacting them
• They continuously push off meetings or next steps
• You get radio silence after sending a proposal or contract

There‘s no use spending more time on a deal that likely isn‘t going anywhere. Cut your losses and redirect your efforts to more promising opportunities.

Just make sure to send a final "breakup" email to leave the door open. Thank them for their time, express your regret that it didn‘t work out, and let them know you‘re still available if their needs change in the future. That way if circumstances change, you‘ve kept the relationship intact.

Be Systematic

Juggling follow ups for dozens of prospects at once is no easy feat. To be effectively persistent, you need a system.

Start by choosing a CRM to be your centralized hub. Any time you interact with a prospect, log it in the CRM. Schedule reminders for yourself to follow up at regular intervals. Set tasks for specific dates and times to ensure nothing slips through the cracks.

You should also track your efforts over time and analyze the results. Take note of how prospects tend to respond to each outreach method. See if you can spot any patterns around the number of attempts or value propositions that garner the best response. Iterate and optimize your process for maximum efficiency.

Adopt the Right Mindset

Persistence in sales starts with your mentality. You‘re going to hear "no" far more than "yes"—and you have to be okay with that. Rejection is simply part of the job. Don‘t let it shake your confidence or zap your motivation.

The best salespeople know not to take rejection personally. They maintain a positive attitude and treat each interaction as a learning opportunity. They have unwavering belief in their offering and its ability to drive results for the right prospects.

Cultivating mental resilience will keep you going even when the odds seem stacked against you. Lean on your teammates for support, practice positive self-talk, and celebrate the small wins along the way. Sales is a marathon, not a sprint.

Key Takeaways

Persistence is a must-have trait for any successful salesperson. Following up consistently and finding new ways to provide value will help you close more deals in the long run.

However, it‘s a balancing act. Vary your methods, space out your attempts, and keep your outreach concise and customer-centric. Know when to call it quits and redirect your energy elsewhere.

Leverage a CRM and other tools to systematize your process. Track your efforts to identify what works best. Most importantly, stay mentally tough and focus on the bigger picture.

By being thoughtfully persistent, you‘ll create more meaningful connections with prospects and ultimately reach your sales goals.