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How Long Should You Persist?

Basic CMYK

Persistence is defined as, “Firm or obstinate continuance in a course of action in spite of difficulty, fatigue, frustration, or opposition.” Because there is a point when return on the investment of energy, time and resources diminish, and the loss of other potential sales can be high, how long is long enough to pursue a prospect? Start by reviewing your qualification process.  Have you documented evidence of their stated reasons of need?  Have you identified their internal decision process, their criteria for making a decision, and all involved decision makers? Has there been a discussion of the investment required, and the prospect’s ability and willingness to make the investment if they ‘believe’ in your solution or product?  If something is missing, go back and get the answers. If all are in place and you continue to receive stalls, think it over; it is probably time to take them to a ‘no’ decision and move on.


“It’s not that I’m so smart, it’s just that I stay with problems longer.”

–Albert Einstein

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