How to think about persistence

People often ask me where the line is between persistence, which I insist is essential to do successful marketing, and pestiness, which can have the opposite effect.

I'll use myself as an example to illustrate the way I think about this.

In June, just before a talk I gave for a group of food stylists and food photographers, I met John X who was one of the organizers of the conference and the executive director of a trade group. He told me he was looking forward to hearing my talk because he thought it would be something of interest to the members of his group too. Even before my talk, he told me to call him the following week to discuss it.

So the next week, I gave him a few days, then I did what he told me to. I followed up with an email message and he told me when to call him. Even gave me his direct line.

Later that week, we spent a good half hour on the phone. He told me all about the various programs they run for the members and how my topic might fit into that. We talked about timeframe (Fall 2007) and budget, and although my initial fee was higher than they are used to paying, I offered a "volume discount" of sorts if we did a series of talks for a few different chapters in one region as a test. He liked that idea and I agreed to put it in writing so he could take it to his board.

I did that the following week. I sent it. I followed up. He said he got it and was routing it around. That was June 20.

I followed up right before the July 4th weekend with this message:

/Hi John, I know the holiday week is upon us, but I just wanted to check in about this before things get too quiet. Let me know the status when you have a moment./

On July 12th, I sent this:

/I know you're out of the office a lot this week and next but if there's any forward motion on the proposal, let me know, especially if we want to get started in the Fall (which I can do). /

That's when he let me know they had budget meetings at the end of July and he wouldn't know anything until then. So, of course, I said I'd follow up after that.

On August 2nd, I sent this:

/Just checking in to see how the board meeting went and whether you're ready to move forward on the self promotion presentations. I do hope so.../

No word for the month of August, which didn't surprise me because it was August, after all. I laid low.

After Labor Day, I called and left a message and he returned the call the next day. Unfortunately, I wasn't in my office.

I've called back a couple times and left messages letting him know that the Fall timeframe doesn't seem possible anymore but I'm still interested for the future.

Still no word.

If you were the Marketing Mentor, what would you tell me to do?

Comments

[Karen Commins]

Ilise, don't stop now! I am reminded of former CNN anchor Aaron Brown's story. He really wanted to work in television and called the news director every single week for 4 years before he was hired!

I copied his quote in a blog entry about persistence.

You may want to approach John X with a different idea that may work for his organization. Also, you may be able to use your original presentation idea with another group. Perhaps the testimonials of another group would be just the persuasion needed by John X.

Let us know how it turns out!

Karen Commins
www.AVOICEAboveTheCrowd.com
www.KarenBlogs.com
"Eloquent voice to enlighten and entertain"

[Jonathan Selikoff]

I always interpret this kind of silence, especially after your initial ongoing conversations, as a passive rejection. He may have been told he just doesn't have the budget, but since you've been talking for so long, he doesn't want to let you down. From a business standpoint, I'd prefer to be told, so I don't have to waste more time pursuing a dead lead, but I understand the personal aspect of it.

What about sending an actual, mailed note? Maybe send a promo of your latest project/topics with a handwritten comment conveying your interest in working with him. From experience, emails get forgotten once they drop below the bottom of the screen and voice mails can be erased too easily.

I had my own instance of "the long silence" this summer, when I got no response from an asked-for proposal. After no return calls or emails for two months, I sent one last email asking if they had made a decision on the project. I may have even used your "optimistically" sign-off. Still no response. I let it drop at that point.

So, I'd give it one more shot, but try a different tactic, like the handwritten note approach.

[Alexandre L'Eveille]

Like baking good bread, if you want it to rise, you have to let the dough rest.

You delivered the proposal and followed through. Maintain the opportunity for a future project by keeping him on your enewsletter list, but don't pursue.

This has worked many times for me. Rather than dogging one prospect to get a feeling of closure, I make sure I keep promoting so that I always have someone ready to get started.

[Dani Nordin]

I agree with Alexandre and Jonathan here. For myself, I'd leave a final message saying, "at this point, it looks like we're not going to be able to move forward as we discussed; however, I'm still interested in working with you when the right opportunity arises, so I'll keep in touch with you periodically and please let me know if things change. Cheers, Dani."

I find that approach works really well for me, as it lets them know that there's no dice this time and I'm moving on, but there's still an interest there and I haven't just dropped them.

[Amy Vercruysse]

I like Karen's idea of presenting an alternate solution since the timing will no longer work for what was initially discussed. Also agree that staying in touch is a good idea just to stay on their radar, and that can be done without being obtrusive.

There've been plenty of times when I was just too busy to follow up with someone I meant to follow up with in as timely a manner as I originally intended or indicated. Life can indeed get in the way.

You can always request point blank that the prospect let you know what they're thinking at this point and if/how they would like to continue discussions.

[TA]

Hi, thks for sharing such an experience. ;)

I'm from Asia. IMHO, should a situation like this occur in Asia, in general the signal & idea is to: cool off.

As the posts above hv shared: U've said yr piece, did yr persistent presence. An ideal thing to do now is to give yr presence weight, perhaps by giving space to yr prospect as well as yrself.

Hope this little idea is helpful. All the best! :)

[Marte Cliff]

Hi Ilise,
My feeling is that he probably has not been given a go-ahead from the people who control the money. He may be feeling sheepish about wasting your time all summer and would rather not face you.

But I still would make a phone call. If you don't reach him, don't leave a message. Just keep trying until you do catch him.

If he hedges on the phone, you can probably determine the real truth from his voice.

[Nicole Bandes]

I have had several wonderful experiences from staying in contact with people after getting what seemed like a cold shoulder. I would slow down the frequency of the contact but I'd still follow up periodically with a greeting card and/or a phone call. Often, it wasn't a lack of interest, it just wasn't the right time. In my opinion, if it was not in the budget, he'd say so as that's an easy out. People get busy and you aren't always at the top of their todo list. It doesn't mean they aren't interested in connecting with you.

Keep at it.

[Danelle Mac]

I agree - don't give up, but just stay in touch on a less regular basis. We recently had a call from a potential client we had given up on - we contacted them on numerous occasions last year but no response. Eventually they asked us to quote for a small job, but then we didn't hear back from them at all. We couldn't get hold of them either and decided it was probably not going to happen.

A year later and they've called and asked us to do a project for them! You just never know what's happening internally on their side. It's worth hanging in there!