To Make The Sale, Call Again

Kevin Graham spent most of his career as a high performing sales executive in the technology sector working for US Robotics, 3COM Corporation, Ingram Micro and others. Today he speaks, writes and consults.

He might be a bit too Anthony Robbins for my tastes, but I do identify with some of his core principles. Like this one:

1) Call Again

It’s an embarrassment to the sales profession that I have to lead with this tip. If I had a nickel for every reasonable, professional voicemail I received from a sales professional that I simply did not have the time to talk to that particular day. Years ago, I returned everyone’s call regardless but those days are long gone. Why do so many sales professionals call only once? If you try two, three, four or more times, you’ll likely get your eight seconds to WIIFM (What’s In It For Me).

In other words, persistence and perseverance may have much more to do with one’s success than talent or drive. Personally, I find this hard to accept, but I don’t doubt the truth in it.

I think those of us who work in marketing can borrow from this sales lesson, not only when working to bring in new business, but as a general operating principle. In marketing and sales, persistence pays. Doing something brilliant once–or once in a while–does not make the same kind of lasting impression that doing something over and over again does.

Look at Martin Agency’s work for Geiko. The brand and the agency do not rely on just the gecko, they support the gecko with cavemen, a former Drill Sergeant and a musical to name a few of Geiko’s present campaigns.

With all their creative, and a huge media budget behind it, Geiko calls again and wins.

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