Being persistent isn’t the same as being a pest in B2B marketing. It’s not about constantly calling or emailing a single prospect just so you can qualify enough commercial cleaning leads. In fact, persistence isn’t just about marketing alone but a virtue that can be exercised by your entire cleaning company.
This week, two articles from Forbes each have a piece of advice when it comes success in any business endeavor. Both of them though touch on what it really means to be persistent in your business.
Persistence in development
The first one is written by Alan Hall and talks about the ten horrific mistakes that businesses make and a major cause in their downfall. His Mistake #5 is the treatment of customers as if their feedback was irrelevant.
“They suppose customers will never seek improvements or that competitors will never surpass them. They allocate no funds to research. Customers don’t care for their products and don’t buy them.”
In your case, getting customer feedback is one way to exercise true persistence. The difference between this and being a pest is that you just mindlessly take the information. You waste your money on surveys and market research but don’t really act upon what you’ve learned. Be persistent in developing and expanding your services by keeping in touch with your customers. Use their feedback as the guide for research and development. Learn about what new cleaning services they’re seeking and how to turn that into an edge over your competitors.
Persistence in approach
This second one is from David DiSalvo. But before that, you all know how many techniques in B2B marketing (such as telemarketing and email) have been regarded as pesky when it comes to persistence. Many fear that they’ll have to go through numerous rejections before running into one that won’t hang up the moment they hear your business’ name. In DiSalvo’s post however, this kind of fear is mentioned throughout all of his ten reasons for why people fail. This excerpt here best summarizes the course action you need to take in the face of such fear.
“Yes, true, we can lose, we can die. So what? Push forward.”
Persistence is all about moving on and pushing forward despite rejections and failures. Yes, you and your telemarketers have met with constant declines but do you sit around bemoaning? No, you move forward. You don’t allow yourself nor your people to be daunted by rejection. If your call is denied, you move on. If your email has not been responded to, you move on. In either case, you don’t pester the one who rejected your attempt. You, as DiSalvo says, ‘push forward.’ In addition, it’s recommended that you also find ways to better your overall B2B telemarketing or email marketing strategies. Fix your targeting and refresh your contact database for instance.
Both are just some of the ways you can demonstrate true persistence in business. It’s not about being a pest that can’t take no for an answer and being too content. It’s about being able to strive onward whether you’re developing your products and services or your directly marketing your prospects.