No can mean yes. Just not right now.

A year ago, my son asked if he could get a Nintendo DS for Christmas. I quickly responded, “No. We’re not getting one of those.”

He proceeded to tell me how cool they are, that everyone has one and they would be SO much fun.

Again, I said no. “You spend enough time on the computer.”

Then, he asked his mother. She said, “Talk to your father.”

Over the next two weeks, he asked anywhere from one to twenty times a day. I was determined not to give in. So was he. Even after last year’s disappointment of not so much as a game card in his stocking, he brushed himself off and tried again.

He said, “Well, maybe next year. My birthday is in August. Can I get one then?”

This time, I said, “We’ll see.”

Music to his ears. He recognized that I gave in a little. The door was back open.

photo by {just jennifer} on Flickr

Over the next twelve months, he cut out pictures of a Nintendo DS, circled them in advertisements and dragged me to the electronics section of retail stores. He even got me to play with one while visiting his cousins. All the while gently asking, “Do you think we can just get one now?”

Last month he saw me doing a Sudoku puzzle in the paper. He took the opportunity to let me know that I, too, could have fun with a Nintendo DS, since you can buy a game card that has Sudoku and many other fun brain teasers. When I tilted my head and pondered momentarily, he knew he had me.

Even though I said no, he knew that this time it was a yes.

The power of persistence.
So, what does this all mean, besides that I have a determined seven-year-old?

It brings me to the value of nurturing, and asking for the sale.

According to the National Sales Executive Association, you might have to make ten to twelve contacts or calls before a sale.

Do you throw in the towel too soon?
50% give up after just one contact or sales call.

• After two contacts, 65% give up
• After three, 74% give up
• After four – 89% give up

What happens if you don’t give up?

• At five contacts your prospect will be able to recall you. You’re starting to become a factor.
• At six contacts, your prospect is getting to know you.
• At seven, you’re finally earning top awareness.
• At eight, odds are that you’re the only one to have made this many contacts or calls.
• At nine, you have likely given the prospect some information that’s relevant to his or her situation, and you’re starting to earn trust.
• At ten contacts… you’ve hopefully made the sale. Or at least you’re well on the way. Don’t give up just yet.

You don’t have to beg.
In today’s marketing world, you can use a multitude of tactics to get in front of prospects and stay in touch. Along the way, you can learn more about them and deliver a relevant sales pitch, and even ask them for the sale. How you go about it will certainly vary by your product or service, your market as well as your objectives and goals. Regardless of your plan, see it through. Don’t expect those sales to magically appear after just one or two contacts.

Remember. The next time a prospect says no, just put yourself in the mind of a 7-year-old.

No can mean yes… eventually.