“Success is a matter of hanging on after others have let go” William Feather Do you try too hard, but not long enough? Perhaps persistence is your problem. So many tales of success and accomplishment tell of overcoming rejection with stubbornness to succeed. Do you view rejection as a temporary obstacle or permanent state of affairs? Are you aware that inexperience and immaturity are traveling companions to impatience leading to failure? If you insist on instant success, rethink your approach to business and getting what you want out of life. Recently a reader wrote me of his belief in the power of persistence. According to his story, one day, early in his career, while calling on retailers in his home city, he found himself with some spare time before his next appointment, and decided to call on, for the first time, a large department store located nearby. As he greeted the buyer, he was told there was no need for his product as the store was satisfied with a competitor’s merchandise. The following month, being in the same area, he decided to try again. Once more he was rebuffed. Three months later, with some free time, he made another attempt. The buyer asking abruptly: “Where have you been for the past three months?” Confused, he explained on his two earlier visits, he was clearly told there was no interest in his merchandise. At this point, the buyer told him that he did not do business with any salesperson that did not make at least three, but preferably four sales calls. He explained it was his business philosophy that determination was a sign of future reliability. With that, he was told to get out his order pad. He learned that persistence does pay off. I know from personal experience that it is easy to become discouraged as rejection and less than polite behavior from potential customers can be unsettling and intimidating and lead to the common mistake of quitting too soon. However, take comfort knowing that such rejection is not personal. Are you aware most professional buyers and the majority of potential customers hesitate to deal with strangers? Why? Because it takes time to establish trust. Are your promises and claims real or conversation? What if there are problems, will you handle them promptly? Individuals who may have had troublesome experiences dealing with unreliable salespersons will be hesitant and cautious. Only after a number of sales calls demonstrating your sincerity, will they feel comfortable enough to say yes to your proposals. After all, like you, potential customers don’t want problems with unreliable suppliers. Unfortunately, too many salespersons fail to appreciate the role of trust and determination and quit too soon. A recent management study confirmed that four out of five buyers would place an initial order only after the fourth sales call. Yet four out of five salespersons rarely get beyond the third call. They give up too soon. Those who succeed understand the need to establish a comfort zone between buyer and seller. A major mistake is failing to follow-up. Reverse the situation- how do you feel when someone promises to call you or send you something and he or she don’t. When a salesperson follows up, a strong message of caring and sincere interest is sent. A salesperson that is diligent in keeping commitments and showing interest in their customer’s well being will be successful. Whatever your goals are- your determination demonstrated by follow-up and not quitting too soon will tip the scales in your favor. The next time you are striving to achieve some goal, be mature and realistic, don’t expect instant success-just follow up, and don’t quit trying. Or as some positive-thinking success gurus like to spout: “don’t take no for an answer.” Copyright 2004 Dr. Paul E Adams, Professor Emeritus Business Administration Ramapo College of New Jersey Author “ Fail Proof Your Business: Beat the Odds and be Successful.” Available Amazon.Com. If you have questions or comments- contact me: drfailproof@earthlink.net