Bill Gates was once asked, "If you could point
to one thing that helped build Microsoft into the
world's most profitable company, what would it be?"
Gates replied, "An extremely thorough and
complete knowledge of the Tax Code."
Many in the audience were stunned. They
thought the answer lay in software, or new
management techniques, or brilliant marketing.
And Microsoft had some of all those things.
But Gates knew that money management was
the golden key to success.
If you had asked me the same question, I
would have said persistence. I am somewhat
famous for my persistence, and many clients
have told me that they gave me business so
I wouldn't call them as often. I have records
of how many calls I have made to my clients,
and some of those numbers are pretty high.
I have joked that "no" only means "not right now."
And the more advertising I sell, the truer that
becomes. Decisions made on Monday are often
reversed on Tuesday. Personnel changes are
made. Money suddenly becomes available.
Over the weekend I met a top notch salesman
who told me a great story about persistence.
He started calling on an account every week.
Landing this account would be like going hunting
and bagging the Queen Elisabeth II. He called
on the account every week for four and a half
years, and was turned away every week.
Then one day he walked in, and was ushered
to the office of the company CEO. He was told
he had five minutes. He replied he didn't need
that long. His presentation lasted exactly sixty
seconds. The CEO leaned back in his chair and
didn't speak for five long minutes. Then he said,
"How much will that cost?"
The figure was named. The terms were discussed.
A check was issued, and the salesmans commission
was $100,000.00. The client was so happy with the
service he put all the company marketing in the
salesmans hands. For the last 11 years this company
has been worth an average of $400,000.00 a year to
the salesman who never gave up. Not to mention what
the account has been worth to his company.
Four and a half years. That's how long it took to
capture that account. Only a very special salesperson
has that kind of persistence. As I review my largest
accounts, about 75% of them were acquired after 30
calls or more.
The difference between a good salesman and a
great salesman is the amount of rejection they
can tolerate. My new friend heard the word "NO!"
234 times before he got a "YES!" But it didn't keep
him from following through, persistently asking for
a yes, for four and a half years.
At industry functions I'll sometimes introduce myself
as the guy who has called you 80 times. That line
alone has closed a number of deals.
Winston Churchill gave a valedictory speech at
Oxford that lasted less than a minute.
His words: Don't quit! Don't ever quit!"
So when you feel like no one will ever buy
anything from you, pick up the phone, and
make that call.
You never know who might say yes today.
From the big saddle,
Jim Whelan
The Chairman of the Board
P.S. The persistent advertiser always wins to.
Keeping your message in front of people on a
consisent basis always pays off.
thejamesrwhelanagency.com
206 407 3124
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