Last week we posted about accessibility. This week we are considering persistence. The two are linked: if accessibility is an issue, continued efforts to communicate is the only way that action can be moved forward.
The word persistence resonates with other qualities: perseverance, tenacity, determination, resolve and so forth. And these are the qualities that we need to cultivate if we are to get our message heard in this high-impact, high-visibility, digital age. They are definitely the qualities that our tele-marketers need to have in abundance.
Persistence can also drift into a less than helpful quality. We have all suffered from repeated sales approaches that quickly become tiresome.
The key would seem to be melding persistence with civility and knowing when to back off. Sometimes, continued phone calls and emails are going to close down an opportunity rather than open the door to progress.
However, persistence can take two forms, a direct request that the person you are contacting makes or takes a specific course of action or a neutral communication of useful information. For example, if a prospect is not engaged in a buying conversation, why not send them information, with your bye-line, that reminds them who you are, so that when they are ready, they can contact you.
At Informanagement, this is the choice we offer professional firms. Our newsletters are branded for your practice and sent to your prospects automatically, no demands on your time-sheet, to remind them of the services you can offer and useful ideas that their present accountant may not be providing.
If you are reading this and do not have some form of regular communication with your clients and prospects, take a closer look at what we could provide. Persistence is the name of the game.