I have a producer candidate in final stages with an agency client this week and one of the references described the individual as tenacious. What a wonderful descriptor for someone responsible for new business development. Which got me thinking about different definitions of the word tenacious. Webster's Dictionary defines the word in two ways -- a) not easily pulled apart or cohesive, and b) persistent in maintaining, adhering to, or seeking something valued or desired. Retentive was a synonym also listed, along with dogged, persevering, insistent, and patient. So how does one exhibit these qualities? Here are five ways in which I believe you can become tenacious on a daily basis -->
1) I will start with the final synonym listed -- patient. That wouldn't normally be a word I would align with tenacious. But it makes a lot of sense if you think about it. Many times producers turn new sales calls into simple transactions. If one doesn't hit quickly, they move onto the next one. Instead I would consider keeping track of each of those "near misses" more closely to see if there is something that was overlooked with initial review. Maybe another referral that could come from the prospect. Perhaps a chance to call back in six months to see how the competition is faring. Sometimes sales cycles are long and it takes patience to achieve the end result of winning the client.
2) Retentive is also a word I would not associate with tenacious. But if you look again at the Webster's definition it talks about "adhering to" and that should definitely be a goal for every account a producer brings on board. Not only is it less expensive to retain a current account than sell a new one, but I would also argue that is your best referral source. If your current clients speak highly of you, it should naturally lead to other prospects and clients in the long run.
3) Salesforce.com is creating a new way to predict who is most influential within an organization. Some of it appears to be in initial phases of testing and is quite subjective, but it brings up a good point. You should know your colleagues well enough that you can influence them to help in all facets of your business. If your account management team respects you, they will likely work harder for you. When you need them to be your foxhole buddy on a tough account, it is too late to get to know them. They will run for the hills if you are just asking for their help for selfish reasons. Maybe you can partner with another producer that has more expertise in a particular niche. Maybe you need someone in marketing or IT to hit a deadline on some glossy materials for a presentation that is the next day. The time invested over months and years to get to know your team will pay huge dividends in those moments. Be tenacious about details. Know their spouse's names, their hobbies, their weekend activities, etc.
4) The devil is in the details. I heard a story recently about a producer who works for a smaller agency, but won over a huge account with a ton of political ties in the community. This individual was competing against three much larger agencies in a broker selection process. The reason the client picked his agency -- he knew more about their exposures. Sounds too easy, doesn't it? While the other three agencies focused on their service platforms, pricing, value-added services, and all of the fancy marketing ideas, this producer simply knew the client better than anyone else. He had asked in-depth questions about the state of the client's business, where their growth would occur, and what was most important to them.
5) Have a little fun. While this may also seem too easy, many salespeople tend to take themselves way too seriously on a daily basis. Start a cold call asking about the weather. Bring some greasy donuts from a local bakery to a renewal meeting. Be memorable. Talk about a movie you watched last night with your spouse, especially if it was terrible. You can save someone else ninety minutes of their life they'll never get back. It is human nature to gravitate toward interesting people. So make it a point to be interesting. Look at the Webster's definition again -- "seeking something valued or desired". Can anything you have done this week be described as being valued or desired? That is the core of being tenacious.
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