44% of sales people give up after one “no”
22% give up after two “nos”
14% give up after three “nos”
12% give up after four “nos”
Do you know how many media salespeople have called me once and never called back?
The numbers are huge.
And it’s remarkable because the art of sales is to persuade a prospect to buy your product or service. Do you buy the first car that you see when you walk into a showroom? Do you buy the first house you see on MLS? Do you adopt the first dog you see at the SPCA?
The answer is no.
The process takes time and requires 5 touch points or moments of truth as described by Jan Carlson of SAS Airlines. Jan Carlzon (born June 25, 1941) is a Swedish businessman. He is most noted for being Chief Executive Officer of SAS Group from 1981 – 1994.
“We have 50,000 moments of truth every day.” – said at the start of the First Wave seminars to turn SAS around in 1982 and referring to every time an employee of the company came into contact with a customer.
Although he is referring to current customers, the same holds true for prospects. If you believe that your product or service can help a prospect then you have a professional obligation to make a sale.
And it takes time so get creative, be relentless and make certain that you reach the level of at least 5 points of contact in order to make a sale.
Are you part of the 8%?