When it comes to sales, persistence is a term we hear all the time. We know we need to keep following up, showing up, and sticking around, but there’s a big difference between being persistent and being respectfully persistent. I learned that the hard way early in my career.
I still remember this one client who completely changed my perspective on what respectful persistence means. I had reached out to him after seeing his business in the news, convinced that our product could make a difference for his team. But after the first call, there was nothing but radio silence. I didn’t want to be pushy, but I knew we had something valuable to offer. That was when I learned that sticking around didn’t mean nagging—it meant showing respect for his time and commitment to helping him succeed. And that’s when the whole concept of persistence changed for me.
Why Respect Matters as Much as Persistence
You’ve probably heard the phrase, “Timing is everything.” In sales, this couldn’t be truer. Just because someone isn’t interested the first or second time you reach out doesn’t mean they’ll never be interested. But how you handle that lack of interest speaks volumes about who you are as a salesperson—and whether or not they’ll consider you down the line.
My early mistake was assuming persistence meant following up repeatedly until they responded, but clients want to know you’re listening to their needs, not pushing yours. Respectful persistence is all about demonstrating that you value their time, priorities, and decisions. When you’re respectful, they’re more likely to welcome your follow-ups.
I remember that one client I mentioned earlier. After a couple of emails with no response, I sent a quick note saying, “I know you’re busy, and I don’t want to be a nuisance. Just wanted to let you know that whenever the timing feels right, we’d be here to help in any way.” No hard pitch, no demands for a response—just a genuine offer of help.
Keeping the Door Open Without Overstepping
So how do you follow up in a way that feels genuine but not overbearing? Here are some approaches that changed my results (and how I felt about my job) for the better:
- Add Value in Every Message: A follow-up doesn’t need to be about scheduling a meeting or getting an answer. Often, a simple note sharing an industry article, a new case study, or even a client success story can be incredibly effective. It shows you’re thinking about them and genuinely want to help.After a few weeks of no response from that same client, I found a success story from a similar company and shared it in an email. I kept it light, saying something like, “Thought this might interest you, given what I know about your goals.” That message opened the door again, and he replied with a thank you.
- Space Out Your Follow-Ups: There’s a fine line between persistence and pestering. Giving clients breathing room between your follow-ups shows respect for their time. I always tried to wait at least a couple of weeks, sometimes even a month, before reaching out again unless something urgent or relevant came up.
- Acknowledge Their Decision: If a client tells you they aren’t ready, it’s essential to honor that. A simple response like, “I completely understand. When the timing feels right, please don’t hesitate to reach out,” goes a long way. It communicates that you’re here to help when they’re ready, without pushing your own timeline.That particular client? He let me know the timing wasn’t right, so I stepped back. But six months later, he reached out to me, remembering how I’d respected his space. He told me it was a big factor in choosing to work with us.
How Respectful Persistence Builds Trust
Every interaction, no matter how small, leaves an impression. When you stay respectful, you build trust—even with prospects who may not seem immediately receptive. Over time, clients remember that you honored their boundaries and focused on providing value. That’s the kind of relationship-building that makes people look to you when they’re finally ready.
One of the best parts about respectful persistence? It takes the pressure off. When you’re not pushing for an immediate response, you’re able to communicate without feeling “salesy.” You’re just reaching out as a partner, looking to help. This approach allowed me to be more genuine, more confident, and ultimately, more effective.
The Power of Patience and Presence
If there’s one lesson I’ve learned, it’s that patience is essential. Respectful persistence isn’t about how many follow-ups you can cram into a month; it’s about showing your presence over time.
Sometimes it’s tempting to think, If I don’t keep following up, I’ll fall off their radar. But in reality, clients don’t forget someone who’s brought genuine value and respect to their interactions. I remember a follow-up call where the client picked up and said, “I haven’t forgotten about you—I just haven’t had the bandwidth.” He appreciated the patience, and that appreciation became the foundation for our eventual partnership.
Stick Around, But Do It Right
Respectful persistence is an art form. It’s not about being relentless; it’s about being supportive. It’s about sticking around just enough to remind clients you’re there, but not so much that they feel pressured. And the truth is, when you master this, the entire experience becomes more enjoyable—for you and for them.
Remember that every prospect, even if they’re quiet right now, is looking for someone they can trust. Show that you value their timing and respect their decisions, and you’re more likely to be the person they turn to when they’re ready. The rewards of respectful persistence go beyond closing a sale—they help you build meaningful, lasting relationships that lead to opportunities you might never have imagined.
