If you are going to win your dream clients, you are going to have to pursue them over time. This means that you are also going to have to communicate with them at a cadence that keeps you top of mind, and it means you are going to need to do so without being a nuisance or a time-waster. Here are a few values-based ideas to help you persist while maintaining your professionalism.
Relationships Are More Important Than Transactions: You have a choice to make as you persist. If you decide to push hard for what you want, being overly-aggressive and pushy to gain the commitment you want, you will be proving that what you want is more important to you than the relationship. The “whatever it takes” mentality is useful, but it should not include the lack of integrity and caring that underpin all great relationships—including commercial relationships. If you must choose between having what you want now and having the relationship, choose the relationship. This is how you play the long game, and it is what allows you to persist.
Always Trade in Every Interaction: In every communication, you have the ability to create value for the other person. You can share some idea that may help them—even if they don’t do business with you right now. You have a chance to learn something about your prospective client that will allow you to better serve them in the future. You are not only shaping their view of what they are doing and how they might do better, you are also shaping their preference to work with you by shaping the relationship. If every call and every email is a straight ask and nothing else, you are not trading value.
Persistency Requires Consistency: One of the major differences between people who professionally persist and those who don’t is that they don’t think of it as developing a relationship. You’ll want to pay attention here if this is something you need to do. If you call your dream client every January, you really aren’t being persistent. If you call every quarter with nothing to say, you are checking the box, and that means there is no real interest. Professional persistence requires consistency of communication over time. If there are long stretches of time where you disappear and go dark, the lack of consistency makes it easy to reduce your request for time, or some other commitment.
Being professionally persistent isn’t tactical; it’s strategic. It is an operating principle when it comes to producing the results you want, and especially as it relates to winning your dream clients. And it’s how you play the long game.
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