How many “Nevers…”?

What was that saying from Winston Churchill about never giving up? I lose count of the Nevers.

Here are some interesting stats I came across today: the average salesperson gives up after the fifth contact. He (or she! — we are an equal opportunity marketing service) will initiate contact and follow up four times, and then decide that the prospect is not interested, and will opt for not wasting any more of his or his prospects’ time.

Now get this: 80% of these prospects buy after the 7th impression. The 7th! So the salesperson that gives up often walks away from a sale, when he’s nearly there.

What’s that mean to us marketers? If you give up on a qualified prospect too soon, you’ve burned that time invested in that prospect. Not everyone will buy. And I’m not advocating giving a prospect two more impressions before giving up. Just a thought: if you’ve done your homework and qualified your prospect, don’t give up in pursuit of a change of scenery.

Source: Seth Godin, the Dip.