Earlier this week I received an unsolicited email from the founder of a company who introduced himself and asked me to try his new tool for speakers. By itself, this was not unusual because I receive 20-25 unsolicited emails per day. They want to optimize my website, sell me SEO services, provide me with online marketing tools, sell me the latest SaaS program, provide a guest article for my Blog, buy advertising on my Blog, sell me leads, book appointments for us with prospects, or show me the latest sales enablement tools. Unlike most, this particular email was actually formatted and the sender signed his complete name, title and company. But let's talk about the biggest, most surprising thing about this sender that brings us to the topic of today's article.
Just three days later I received a follow up email from the same sender and the subject line read, "Good By from [company name withheld]. The body of the message began with, "I was looking forward to helping you but I haven't received a response to any of my emails...so I will be removing you from my contact list."
I couldn't care less because the tool looked lame and if he thought that he was going to hurt my feelings with his threat to remove my name he is as stupid as he is impatient. And patience is what I want to talk about today.
"Patience is the most important selling skill that nobody ever talks about. You can visualize patience on a pendulum where on one side there is an excess of patience and on the other, tremendous impatience."
When there is an excess of patience it always results in the salesperson accepting an endless number of stalls and put-offs, thereby lengthening the sales cycle, and shrinking the win rate.
When there is an excess of impatience, as we observed with the email sender, there will be a disproportionate number of prospects who become turned off, pissed off, or off-ended.
In a perfect selling world, salespeople must be able to walk the fine line between patience and impatience. They must be able to challenge and push back on stalls and put-offs, but do so with kindness and professionalism so as not to cause a prospect to feel pressure.
We can't call the skill Patience because that implies having too much patience. But the correct balance of patience is the key to pipeline velocity, shorter sales cycles and higher win rates. I call this the ability to Manage Patience.
And the best news? In the coming months we will add Manages Patience to Objective Management Group's (OMG) already feature-rich, acutely accurate and predictive Sales Candidate Assessments. You can subscribe, get a free trial, or request samples here.