Sales tip 101: Never give up

Peter is a financial advisor with annual earnings nearing seven figures. He’s a consummate professional devoted to his target market: the average American looking for the advice that’s usually reserved for high-net-worth clients.

There’s nothing about Peter that says “salesman.” He’s a regular guy. He dresses in off-the-rack blazers. He drives his Altima to appointments, saving his Mercedes for weekend outings with his wife. He speaks with authority—but plainly and with only gentle nudging for his clients to do the right thing. He helps clients make important life decisions over coffee and cake.

I asked Peter to visit a workshop I was running for young financial professionals.

“How have you become so successful?” one starry-eyed advisor asked.

Peter’s one-word response? Persistence. “I know it sounds too simple, but that’s it. I’m not smarter than anyone else, I just persist. In the beginning, I had the same problems you’re having. You just can’t give up when things aren’t going right. Each person you talk with has connections to other people who could use your help. And if you treat them right, they’ll want those people to work with you, too. You can’t give up just because you have setbacks.”

Last year, I worked briefly with Ken, an attorney whose target market is small businesses. Among other marketing strategies, I suggested he try hosting seminars.

“I tried seminars awhile ago,” he said. “They just don’t seem to work for me.”