Sales | The Power of Persistence

Persistence is a state of mind, therefore it can be cultivated.
It’s difficult to remain positive, productive and persistent (but not pushy) in the face of rejection. Yet, this is the challenge all successful salespeople confront and master every day.

How do they do it? Who are they?

In the book, The Success Principles, Jack Canfield and Janet Switzer cite findings from Howard True, a marketing specialist at Notre Dame University.

True’s research provides some interesting insights:
  • 44% of all salespeople quit trying after the first call
  • 24% quit trying after the second call
  • 14% quit trying after the third call
  • 12% quit trying after the fourth call

In other words, 94% of all salespeople simply stop trying after the fourth sales call. Why is that important? The data also indicate that 60% of all sales occur sometime after the fourth call.

Clearly, the most successful salespeople are not just self-starters, they're focused and determined in the face of rejection or silence. They're stickers who continue to try to make the sale beyond the fourth sales call.

As a result, they’re competing with only 6% of all other salespeople. The others have declared defeat and dropped out of the running.

That's the power of persistence. That's the 6% solution.

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