“Persistence” may be the most frequently used word across all sales training videos, books, blogs, and seminars. And it’s for good reason; most B2B sales require relentless, tactful persistence in order to get on a prospect’s radar and close a deal. 

But what do you when persistence isn’t paying off? You’ve done your research, identified a high quality prospective client, found the ideal contact within the business, communicated your Valid Business Reason for reaching out, and diligently called, emailed, and messaged over social media (probably LinkedIn)… and all you’re getting is the dreaded proverbial “radio silence.” (Aside: when we will come up with a 2.0 version of this term? Does anyone even know where the phrase “radio silence” comes from anymore? Maybe we should replace “radio silence” with the “loading screen?”) So, what now? 

Do you just wait until you’ve hit that point where you’re ready to cut bait and move on to the next prospect? Or is there another way? 

It may be worth revisiting your assumptions in your initial research and prep work. You thought that person was the ideal contact because of something you read or because their job title matches that of your typical client. But you never know… if you found that person’s information on LinkedIn, maybe they are actually no longer with the company and just haven’t updated their LinkedIn profile in a while. Maybe they are out on an extended vacation or on parental leave. Maybe they’ve switched roles. You never know why someone isn’t returning your messages. Don’t assume. 

A wise sales manager once gave me this advice, and it’s a great sales strategy to live by: 

Always develop at least two relationships with any client. 

You’ll likely have a primary contact and a secondary contact, but investing time in developing a relationship with that secondary contact is crucial to long term success. Say your primary contact takes a new job. Typically you’d be starting over from square one with this client, but since you know Greg the Service Manager or Susie the Receptionist or Michael the Executive Assistant or Lisa the Coordinator… you can maintain the conversation with your client and have a smoother inroad to the new decision-maker. 

This same strategy applies while you’re prospecting, too. 

I once tried, hard, to get a meeting with a Marketing Director of a local credit union. Over the span of two months I sent her nine emails and left her eight voicemails. These were high quality, value-adding touchpoints where I showed detailed research to explain why I was calling and offered up three idea-starters to get a conversation going. Never got a single response. I was about to give up. And then I remembered…

Always develop at least two relationships with any client. 

I went back to the drawing board to search for another contact at the credit union. Maybe it wouldn’t be the ideal decision maker, but I could try to connect with someone that knows my main contact and come at it sideways. 

I sent the very first email I’d send to the primary to my new secondary contact. Forty minutes later I got a reply. Meeting set for the following day. And it turns out he was actually the “primary” contact’s boss. 

It’s easy to get stuck in a rut in Sales. Don’t give up if one person is giving you the silent treatment. Go impress someone else at the company and success will follow. 

I’d love to know of a time where you used this out in the business world, or if you have another sales hack you use to shake things up when you’re getting radio silence. Tell me about it in the comments!