Why Being Persistent Doesn't Always Pay Off

Far too many sales professionals just don't think about whether their persistent style could be perceived as "pushy", and don't understand what they could be losing. Being pushy, whether intentionally or accidentally, can ruin any good presentation. We all have a different view of where the line is drawn between persistent and pushy; some people will shrug it off, others will take offense. But just where should that line be drawn?

To push someone is simply that: it's forcing your will onto the buyer, countering opposition with even more force, applying pressure to get a result. While pressure is good in cooking, this is not how to make a sale or encourage someone to buy from you again. Try always to keep in mind that a customer is with you because he wants to be there, not because he has to be, and he can easily change his mind.

What actions can be perceived as pushy? Obviously, it varies from person to person, but the general signs are: the refusal to understand the word "no"; ignoring body language that indicates a negative response; not taking verbal or non-verbal cues that the customer just doesn't want what you're offering at the moment; and being far too personal with the prospect too early in the deal. These actions could all easily be taken as being too pushy, with the outcome always being the same--the customer is turned off and seeks to escape.

If these are the indications of being too pushy, there are also clear indications when a customer is feeling pressured: they could become resentful or even hostile and get into an argument with you; the more intimidated may buy from you out of guilt or fear, earning you a sale but costing a potential repeat customer; and other customers within earshot may take offense at your approach and leave as quickly as possible. No matter how you look at it, the result is less than ideal and more than a little unhealthy for your profit margin. Even if your product or service is ideal for them and fills one or more of their needs, your pushy approach may send them fleeing to buy from a competitor. Not to mention that double-edged sword known as word-of-mouth-an unhappy customer will usually warn off many more people about their bad experience than a satisfied customer will praise you over a good experience.

How can you avoid seeming too pushy? Be sure to display your respect of their privacy by not becoming overly familiar with them off the bat. When you feel they're ready, then you can ask to call them by their first name. It's far better to ask their permission than take liberties that aren't yours. If the customer is displaying that they're uncomfortable with your approach, back off a little bit. Don't be afraid to ask questions and ensure they understand what you're telling them. Rushing them through the sales pitch is a strong indication of being too pushy. Also keep an eye on their posture and body language; if they take on the appearance of a trapped animal (breaking eye contact, backing away from you), step back and try to assess their mood. Slow down your pitch and ask if they have any questions or concerns, and make sure they know you're keeping their best interests at heart by addressing those issues.

If you still get a "no" from the customer, learn to back off and leave them with a good impression of you. No matter what other sales trainers have said in the past, once a customer says no your chances of selling to them, at least for that day, are greatly reduced. Give them time to think everything over, and don't follow up right away. If they give you permission, follow up a month or so after your meeting, otherwise leave it alone. If they know you respect them, they may return willingly when they are ready. Leave them with a positive impression instead of a pushy one and your chances of a future sale will always be strong.

Whenever dealing with potential clients, remember this: respect is always more important than the sale. Not only will you both come away from the situation with dignity, but you leave the opportunity for future communication open.