Editor’s note: Paul Kirch is CEO of ActusMR Inc., a Lewisville, Texas, business and sales consulting agency. Kirch can be reached at 214-295-6111 or at pkirch@actusmr.com.

Years ago, I learned the greatest lesson related to sales success. It made me someone who became great at customer engagement. It opened doors and helped me stand out among my client base. If abused or misused, however, this lesson has the potential to be annoying to customers or prospects. But in my opinion, it is the key to success for anyone who is part of the business development process. In fact, it's an ability I always try to uncover in any potential hires. If I determine that it's not in their nature, I am likely to pass on them no matter their experience level.

What's the secret to sales success? Without question, the greatest asset of the best sales professionals I know is persistence. I refer to it as “persistence just short of the point of annoyance.”

Now, before you cringe, let me explain the basis of my position on this matter. It once took an average of three to five advertising impressions to convert people into customers. Those numbers translated to the sales cycle in a similar fashion. The number of interactions the salespeople needed to convert prospects into customers was basically the same. According to the National Sales Executive Association, approximately 80 percent of all B2B sales occur between five and 12 contacts. Other studies I have seen state that it’s after the seventh contact before you can expect to close a sale.

Thanks to an increased flow of information and advertising messages, along with an ever-increasing number of competitors, the sales process has changed, while, sadly, many sales efforts haven't. Too many people representing companies in sales roles are giving up too soon. They don't want to be seen as pushy or aggressive. In many cases, their approach is actually lazy, lacking any real thought or energy.

Though that may seem an unfair generalization, I have witnessed it firsthand on multiple occasions. For example, I frequently receive calls where it is obvious that the person on the other end of the phone is clearly dialing through an industry list which contained my company information. When I answer the phone, they clearly know nothing about my business or needs. When these calls occur, I ask them if they have looked at my Web site or done any research. Most of the time I hear an honest “no” in response. I then tell them if they review my Web site and still think there's a fit, they can call me back and I will talk to them. In the last two years, I have received calls like this more than a dozen times but only once has someone actually called back the second time. Even more frequently, I receive e-mail inquiries or voicemail messages from salespeople with no second attempt at reaching me or following up.

If those aren't concrete enough examples, I have also received inquiries from reps who have something I am interested in learning more about but when I ask them to call later when I have time to talk, rarely do they follow up when they said they would, if at all. Unfortunately, these are not unique examples, as I have heard others share similar experiences.

So often, salespeople aren't given the training and mentorship needed to understand that persistence, determination and solid follow-up are critical elements for achieving success. In many instances, the people managing the sales process have little to no selling experience. Many times, even if they do have some experience, they have no formalized training and don't know what it takes to motivate or develop a sales team.

Sadly, even when you come across someone with formalized training, the training may be outdated. Times have changed and they may lack the understanding of what makes a successful business development process today. Today more than ever, it's critical to know who you are calling. Research is easy and most often there is a plethora of information a few key strokes away. People are too busy today to field calls from someone who didn't have time to do their due diligence before the call. Though this applies more to prospecting, doing your homework before picking up the phone to call clients can pay dividends, as well. Knowledge is power, especially in the sales process.

Even armed with information, there is a philosophy that seems too widespread. Churning through numbers and burning through contacts seems to be the favorite prospecting method of the subpar salesperson. This cold-calling process is an exercise in futility. It's no wonder people state that cold-calling doesn't work today. With the right approach and persistence, it can still be very effective, but you can't rely on two or three attempts before moving on.

I will save the step-by-step processes for a future article, but let me state that campaigns should include multiple touchpoints with an emphasis on providing value. Also, if you're leaving voicemail messages, know what you are going to say before you pick up the phone. Voicemail can be very effective, but only if you give them a reason to return your call. (If you’re interested in learning how to create compelling voicemail messages that lead to action, e-mail me at pkirch@actusmr.com for a checklist of 20 elements to consider when crafting your messages.)

Persistence allows you to stay top-of-mind, which can give you a major leg up in these competitive times. I can't count the number of times I called when the person on the other end of the phone just had a project and needed me to provide them pricing. I also had an uncanny knack for calling or reaching out while they were having problems with another vendor. Is it just the right place at the right time? Maybe some of it was dumb luck but mostly it was related to my persistence.

An even greater example of this was when I would reach someone after multiple attempts and they would apologize for not calling back. That little moment of guilt often led to a powerful position for me. "I got your messages and have been meaning to call you" was often responded with a message from me, such as, "Don't apologize; I'll let you make it up by giving me a chance to work on your next project." I find a little humor and taking advantage of an open door can go a long way toward creating an opportunity because you were diligent and didn't give up.

Do you believe in your company and the products you represent? It may seem like a loaded question but I could never represent offerings I didn't believe in. I actually left a firm because I could no longer stand behind what they represented. My reputation is on the line with every transaction and selling with integrity is the only option for me. If you truly believe in what you sell and you know it can make your clients’ lives better or a least help them in their businesses, you owe it to them to be persistent. They may not instantly see that your offering is different or better but you should be determined to show them that it is. The more you believe in what you are doing, the more it will eventually matter to them.

Persistence proves that you're determined and that you believe in what you are representing. It's hard to look in the mirror when you don't believe in what you are selling, which makes it hard to persist. If you believe in what you are representing and run into resistance, turn it into a challenge to win them over or prove them wrong. When it comes to dating, “no” does mean “no.” In business, “no” means “not yet” or “not with your current approach.” Persist and always revisit the proverbial drawing board to get beyond that initial rejection. If you are selling a truly great product or service, you owe it to them and yourself to persist.

You will stand out

Sometimes in life we need to fight for what we really want. If you fight for your client relationships, you will stand out as someone who deserves their business. When I reference fighting, it's not to portray aggression but rather resolve and determination. If their business matters enough to you, don't give up. Yes, it can require thick skin to get rejected, only to turn around for another dose. But it will be worth it in the end. Some of my best client relationships began with a “no” or a "we're happy with our current suppliers" statement. I didn't let that stop me and eventually they saw that I wasn't going away, so they gave me a chance to share my message. Persist, but do not be a pest with a weak message. Think value when you reach out. Always have a compelling reason to call and don't waste their time. If you can do those things, you can win over even the strongest resistors.

I have attended a lot of networking events for business owners and entrepreneurs over the last couple of years. I am amazed at how many different types of businesses exist. I met a woman who sells very high-end water filtration systems. The units cost a few thousand dollars and it's hard for me to understand how she makes a living. She told me she used to be the joke of a couple of networking groups she belongs to. Behind her back, people thought she was crazy and that she would be out of business in no time. Four years later, she has turned her "joke" into a seven-figure business. She persisted – ignoring her critics – and doing so which has helped her find success. In fact, if I had listened to people who thought I was crazy for going out on my own, I would have given up a long time ago. I am passionate about what I do, which allows me to persist and focus on my goals. Persistence is a success driver which can help you overcome the biggest challenges.

A “never give up” attitude is critical in business today. In sales, it can take you from subpar to superstar. I’d always rather have a small list of prospects that allows me to work to break down barriers over having a huge list of potential clients I have to churn through. If you think the latter is how you sell or if it's how your team is selling, good luck. That form of selling is like looking for a needle in a haystack and is the quickest way to go broke. Yes, you can find some opportunities but the percentage of people who are going to buy or express interest on the first call is miniscule. Let your team invest time in making multiple touches and empower them to persist and you'll not regret it.

Learn it to engage by proving that your customers and prospects matter. Persistence backed by value-driven messaging can help you stand out among a sea of competitors. Be the last one standing by showing you believe in your offering and that you believe it can benefit them. Be selfless, give of your time and show your commitment and you'll find that sales can become rewarding in ways you never imagined. It has been for me and mostly because I learned the secret to sales success years ago. Now you know it too. Next time you hear a “no” just tell yourself, "I think they meant ‘not yet.’” Persist and win.