To reach your financial goal, build your business and create consistent revenue, you must embrace persistence. In last week’s post, I used a couple of different dictionaries to create a simple comparison between persistence and pestering and shared with you the value of continuing to reach out to your prospects and clients. The next steps aren’t always so simple … or at least not always easy.
Persistence takes time and thought and creativity. All of these can be in short supply when there are constant deadlines, demands and requests from existing clients, and the need to deal with the many unexpected things that require our attention each day. Fortunately, there are numerous ways to weave persistence into our daily activities.
Here are some of the easiest ways to embrace persistence and incorporate it into your sales strategy.
- The first strategy I recommend (obviously) is to pick up the phone (video calls included). Why? The sound of your voice is the best way to express your genuine interest and enthusiasm. If you want them to return your calls, remember to leave messages that allow them to hear and experience your respect for their time, and let them know that you are going to stay in touch. Use the necessary tools to allow them to book a phone conversation with you at their convenience. You also don’t have to request a call back; you can simply use your voicemail message to let them know you are thinking about them and that you are available whenever you can add value.
- Email offers a great way to illustrate your persistence, especially after you’ve sent a client or prospect additional information. It lets them know you are available to answer questions or address comments throughout their decision-making process. Two things to remember: 1) send does not necessarily mean received; and 2) when they don’t reply to your messages (I recently found out this can be called “ghosting”), you have to remember that silence doesn’t mean “no”. And it certainly doesn’t mean you should stop being persistent. Priorities can change in any company at any time. Adjust the message in your email to encourage a reply no matter what the circumstances.
- Text can be part of your persistence strategy, depending on your client’s or prospect’s preference. I definitely have clients that text me – not too many, mind you, but a few. This is likely more about me than them. I’m still not a very reliable text-er but, for many companies, email lost its efficiency a long time ago.
- Connect and follow your prospects and clients on social media. Definitely send them an invite on LinkedIn. This way you can congratulate them on any awards or promotions, keep track of the company’s new products or other business news, and view and comment on posts they share. And they’ll be able to see your activity as well, offering them an opportunity to get to know you better and continue to build trust.
- Create your own content on social media. I realize this isn’t for everyone, but if you can do it, it’s a fun way to be persistent and constantly highlight your expertise and interests. My best example is this blog. I started writing it 10 years ago out of curiosity; with a background in journalism, the idea of a blog was intriguing. Today, this blog brings me new work almost every week – often from an existing client or long-time prospect. I’m not suggesting you spend a lot of time writing, but do find articles you can share and comment on, or perhaps create quick videos, or … there are a lot of options today when it comes to content. Ask yourself: “How can I easily and consistently showcase my expertise on social?” There is an answer.
- Share news about your company with everyone in a quick email. Your company is always growing and changing. Have you shared this with your valuable prospects? What about any recent media coverage, awards, changes in staff? A quick message lets them know they haven’t been forgotten and it can inspire a response they’ve been meaning to share with you.
- And finally, let’s not ignore the value of the regular mail delivery – you know, those cards and letters that arrive in a physical mailbox. I have several highly-organized colleagues that rarely miss an opportunity to send a thank-you note or a gift card in the mail. And you know what? Their businesses are doing very well.
I’m sure I haven’t covered all the possibilities for showcasing persistence. What do you think? How are you embracing persistence in your work? Share your experiences in the comment section below.