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Part IV: Adapt Additional Sales Techniques > Be Positively Persistent

Chapter 29. Be Positively Persistent

Few customers, or readers, buy anything with one sales pitch or contact. Many sales experts say it takes six to eight communications to sell any product or service which costs more than $100. Keep in mind that you are usually competing with other vendors, employees, and applicants when you are trying to sell something. Avoid a classic selling mistake: giving up too early.

DO DON'T
Send follow-up e-mail, forward appropriate articles and clippings, take a survey. Write just one proposal or sales letter and quit after no response.
“I’m following up on my letter of three months ago about the new products we’ve developed for companies of your size. We just came out with this brochure today and I wanted to make sure you got one hot off the presses.” “I hate to bother you again but here’s a new brochure on the products I wrote you about three months ago.”
“Building security—this topic seemed of little interest last year when I wrote you a memo about hiring better qualified guards to ensure the safety of our employees and our equipment. In the wake of the crime spree that has run through the warehouse district, I’d like to revisit this issue.” “Well, you certainly blew me off a year ago when I brought up the idea of hiring better qualified security guards. I assume you may want to listen to me now.”



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