The Power of Persistence: How in 2003 a Customer Taught Me an Enduring Lesson

"It's not that I'm so smart, it's just that I stay with problems longer."
— Albert Einstein

Introduction –

In the sales world, persistence is a vital trait that distinguishes success from failure. It’s not just about making calls or closing deals; it’s about the steady and unwavering commitment to building relationships and trust. Twenty-one years ago, I learned a powerful lesson about persistence from a customer that continues to guide my approach to sales today. This lesson, encapsulated in the phrase “persistence beats resistance,” is still as relevant now as it was then. 

Setting the Scene: 2003

Back in 2003, I was working in a demanding role where I made 40 to 50 sales calls a day. My task was to sell advertising space in a magazine catering to the drinks trade. The job required not only persistence but also a keen understanding of the client's needs and how to address them. Each call was an opportunity to build a connection, but it was also a test of resilience and perseverance.

The Customer Encounter

One customer, the managing director of a prominent drinks business, left an indelible mark on my career. Over several calls, we developed a strong rapport. On one of these calls, I asked for a booking, expecting a positive response based on our earlier interactions. Instead, the customer said “No.” However, this rejection was accompanied by an encouragement that I had never experienced before.

The Impactful Lesson

His exact words were, “Persistence beats resistance.” He advised me not to be discouraged by the lack of a sale that day but to keep persisting. This encouragement was a game-changer for me. To this day, I have a plaque on my wall that bears his words, reminding me daily of the power of persistence.

The Importance of Persistence in Sales

In sales, especially when selling services, it’s rare for deals to be closed on the first call. Building trust and rapport takes time. Customers need to feel confident that you understand their needs and that your solution is the best fit for them. Persistence is crucial in creating this confidence and transforming their vision of success into reality.

The Sales Journey

Every customer embarks on a journey from the initial awareness of a problem to finding and implementing a solution. As a service-based solopreneur, your role is to guide them through this journey. This means persisting in providing the right information, support, and encouragement at every step. It's about being there when they are ready to move forward and continuously shining a spotlight on the value of your service.

Building the Vision

Part of this journey involves building a vision of how your customer’s life or business will be transformed by your service. This requires not just persistence, but also patience and empathy. You need to start a conversation to uncover and understand their pain points before you can introduce how your solution can address these issues. Creating a vision of how your customer's life will look after you have worked together is an important step in the sales process. Effective communication and consistent follow-up are key strategies in building this vision.

Conclusion

The lesson from 2003, “Persistence beats resistance,” is a cornerstone of my approach to sales. It’s a reminder that success in sales is often a marathon, not a sprint. By persisting in building relationships, providing value, and guiding your customers through their journey, you can overcome resistance and achieve your sales goals.

Call to Action

I encourage you to reflect on your own experiences and consider how persistence has played a role. If you’re looking to gain the tools and confidence to change the way you sell, reach out to me at Soaring Sales Academy. Together, we can transform your approach and set your sales soaring.