As I grow my speaking business, I realize more and more the importance of something that I’ve taught all along in my Live Your YOUlogy for Sales workshop. It’s that perseverance pays off.
When I’m reaching out to potential clients, it’s actually pretty common to send them as many as six emails without hearing back. Then, suddenly, on the seventh one, they call me out of the blue and, before I know it, we’re in the middle of negotiating a speaking contract.
Would I be in this same position if I had quit contacting them after the second, third, fourth, fifth, or even sixth email sent with no response? Of course not. That’s why it’s critical to keep going, to keep pushing toward your dreams, even if it feels like you’re not getting anywhere.
I’ve said it before, but I’m going to say it again here. If you want something bad enough, you’ll do whatever it takes to get it. Essentially, you have to want it as much as you want to breathe. It has to be the one thing that gives you life, for without it you’ll not feel the urge to live.
To be fair, it can be pretty easy to let ourselves be defeated. We tell ourselves that a door that is slammed in our face is obviously meant to be closed. We convince ourselves that it must not be our fate or else it the door would be open. So we go to the next door, and if that one closes too, then we go on to the next. We make our way around the neighborhood and soon we’ve exhausted all of the doors and wonder what we’re going to do next.
However, sometimes the path to success is to go back to the same house over and over again before the person on the inside opens their arms and extends an invitation to come in. Maybe they were sick when you were there last and didn’t feel like being hospitable. Or perhaps they didn’t have a need for your services right then, but now they do. You would miss both of these opportunities if you didn’t show up on their welcome mat yet again.
It’s often said that it takes seven to twelve touches in marketing before a decision-maker takes action. Therefore, by giving up after not hearing back the first or even the fifth time then, you’re increasing the likelihood that you will never hear a yes…or even a maybe, which is often a start.
Certainly, you don’t want to be a pest and keep going after a potential customer relentlessly, making them dread your every contact. However, if you create little interactions, sending an email providing little tips and tricks that can make their lives easier or sharing some of your expertise about how they can resolve one of their peskiest problems, you’ll keep yourself in the forefront of their mind. That way, when they’re ready, you’ll be the one they call.
And remember, just because you may not be getting a response doesn’t mean that they aren’t listening. It’s kind of like when you’re talking to your children. While a lot of your words may go by without so much as a response, they still hear what you way. So keep saying it.
Eventually, when they’re ready, they’ll reach out to you and ask for your help, giving you the opportunity to provide it. All because you decided to not let a lack of response dismay you. You persevered and it paid off.