Salespeople and marketers use a lot of repetition when their intention is to persuade. They push the same message over and over again, and very frequently. It makes sense for them.
This does not fit with High Probability Selling. When prospecting by phone, we use different offers, and we space them apart by 3 to 6 weeks. This is one way that we demonstrate that we listen, and that we accept no for an answer. Repeated and frequent messages would not demonstrate that.
So, what about prospecting by email?
The way a prospect says “no” to an offer can vary, depending on how the offer is delivered. With a live, real-time conversation, we usually get an immediate answer. With a delayed message (like email or voicemail), a prospect usually says no just by ignoring it and deleting it. The salesperson often gets no feedback at all, and doesn’t know whether the prospect even saw the message.
When I apply the HPS mindset to leaving a prospecting offer as a message, I treat a No Response the same as an intentional No. I wait a minimum of 3 weeks (usually longer) before reaching out to the same person again, and I make sure that future offers to that person are memorably different from past ones. And, while continuing to follow HPS guidelines, I never mention the fact that I had sent any previous messages.
Comments and questions are very welcome.