The Difference Between Being a Nuisance and Being Persistent

Let's say you're trying to connect with a prospective client or stakeholder and want to set up a meeting. You shoot an email but… you get no reply. What do you do next? How can you avoid being perceived as annoying? Let's dive in. 

What's the difference between being persistent and a nuisance? 

In short, the difference is value. 

A friend of mine has been getting quarterly emails and calls from a growth marketing service for years. The salesperson’s emails typically look something like "Hi Julio, following up on my last email, are you able to connect this week? Just checking in to see if anything’s changed since I last emailed and I'd love to walk you through the impact my company can have on your business." While there are a few problems with this outreach, the one I'll highlight is the gatekeeping of useful information. "I'll give you this piece of value but only if you commit time to meet." As a buyer, this sounds like a recipe for wasted time.

WIIFM. "What's in it for me?"

Sear this acronym into your brain. Think of it every time you’re trying to get someone to agree to meet with you (or to do anything for you) because they’re certainly wondering WIIFM. Adjust the value you’re bringing to the table accordingly. 

Persistent sellers, unlike the nuisances that add no value, reach out to customers with a unique insight, a deliverable, a special deal or offer, a referral, visualized data, a personalized case study, etc. 

• They make it unequivocally clear that a meeting with them will be worth the buyer’s time. 

• They prove their worth by adding value in the prospecting outreach / meeting request email. 

• They amplify their partnership potential by implying the value added is the tip of the “value iceberg.” 

• They prove from the initial outreach they’re not sellers but industry experts.

When you send a prospecting email or request to connect with a stakeholder this week, add tangible value— especially with a stakeholder who owes you nothing.

Buyers facing business challenges were provided 10 potential go-to resources to solve their problem. They ranked sellers 9th out of the 10 potential go-to resources, behind options like industry publications, vendor websites, and web searches (source). The majority of buyers find no value in working with sellers. Take a more generous + consultative approach to selling and you will stand out.