Persistence Pays Dividends | Travel Research Online


Persistence Pays Dividends


Although there may not be any “do-overs” or mulligans in business these days,
there is certainly time and rationale for “Do-Agains.” Let me explain.

I recently sent out a blast email promoting one of my books. In this case, I was featuring my 52-Week Sales Planner. What better time to start planning for a brighter future than right now?

I wrote a sales letter and hit the button which sent my words out to internet land.



As expected… the orders began to flow in. It is funny how when you ask somebody to buy something, they actually buy something. (I am talking to you, sales pro. Ask and see what happens. You may surprise yourself. You can call it “closing;” I prefer to refer to it as “asking.”)

In any event, my mission was successful.

The following day, and here is today’s message, I sent the exact same email out to the exact same list. (The nerve of me.) Some might have thought me pushy. Others obnoxious. Some may even interpreted this as aggressive behavior from somebody who was certainly going out of business. No. No. And no again.

When I hit the button on day two, experience and intelligence told me that I should expect a full 50% of the number of orders I received on day 1. This is sound marketing intelligence. In my case, however, this did not happen.


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What did happen was that I received MORE orders on day 2 than I received on day 1. Fancy that?

Repetition is not a bad thing. People are inundated with communications today and in order for you to get through the noise in many instances, you might have to take a couple of swings.

The people who become upset with gentle tenaciousness are the price of doing business. Sorry good reader, regardless of how cool you are, you can’t be all things to all people. The faster some people opt off your list the quicker you should be thanking them for the courtesy.

Repetition. Persistence. Diligence. These are the words that are going to see you through to the finish line.


A headshot of the author, Mike Marchev

Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club.

*** You want more to think about? Check out my weekly podcast (Mike’d Up Marchev). Also listed on Spotify, Apple Podcasts, Google, and iHeartRadio.

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