When working with others, our goal is to be persistent enough to be the first person who comes to mind when someone is considering what you have to offer. The trick is to be persistent without being pushy… Is there a difference between being persistent and being pushy? You bet there is! The challenge is finding the line between the two. The definitions are fairly clear. Persistence: continuing firmly in a course of action in spite of difficulty or opposition. Pushy: excessively or unpleasantly self-assertive or ambitious.
“In sales, you need to be persistent, but you will never win in the long term by being pushy. The challenge is usually found in knowing the difference.”
That sounds easy enough, but talk to those who sell for a living. They’ll be the first to tell you that the line between these two adjectives and subsequent intentions is tougher to find than you might imagine. Sales managers will encourage the sales people they manage to stay front of mind of their prospects. Sales cycles are not like accounting cycles; sales cycles can change dramatically from quarter to quarter, based on industry and economic changes. The only way to stay on top of this is to be persistent.
Makes sense… until you listen to the client’s side of this. They don’t always interpret our persistence quite the same way. One of the people I coach gave a perfect example for us to consider: She was trying to stay top of mind with one of her clients, and the customer said this: “I appreciate you, but I need to you to chill for a beat. Tell your bosses to take it easy; we will decide when we decide!”
The reality is the biggest difference between being persistent and being pushy has less to do with how often you reach out, and everything to do with the value you provide when you do reach out. Let’s look at some approaches to making sure when you reach out, you’ll be viewed as persistent rather than pushy.
- Get your client’s consent. Clients react to follow up in different ways. Culture can play a part in how your persistence is perceived, as well as personality. It might be best if you ask your client how he or she would prefer you follow up with them, thus letting their personal preference be a part of your planning. That can take the guesswork out of the equation.
- Stay organized. You don’t want to hound someone by calling them too many times in a row, or bombarding them with messages, and that means you need to be organized. Be methodical in how you keep track of the moves you make. Staying on top of this information also lets you stay in control of your strategy.
- Try and make every interaction personal. One of the most basic ways to do that is by using the prospect’s name, and by mentioning any specifics you know that might pertain to them. By being prepared in this way, you can instantly improve the conversation and your message. Rather than coming off as a pushy, you make it clear that you have an interest in getting to know this person and seeing how you can help them as an individual.
- Have something to offer when you reach out. Rather than calling and asking for someone’s business, remind yourself that you’re reaching out to share something of value with them. Maybe it’s an article you want to share with them, or an insight into their options, or even just making yourself a resource for them. Being generous with what you have to offer can help your follow-ups have the right tone, and it will certainly increase your chances of success.
If you want to stay on the right side of the persistent vs pushy dance, it really begins with knowing your customer, and the value you bring to the relationship. That will keep you in rhythm with your clients and respected for your persistence.
Related: Plant a Garden – Tend a Garden