Open the floodgates

faith in processIt took me over two years to get business out of this new client of mine.

Two years.


That’s a lot of unreturned phone calls.

That’s a lot of emails that were never responded to.

That’s a lot of podcast invitations ignored.

That’s a lot of free e-book gifts left unread.

That’s a lot of appeals and pleadings unacknowledged.

That’s a lot of promises made and never kept (by the prospect).

But then, out of the blue, one day….BOOM.

SOLD! Done. Closed. Invoice sent.

The pleasure. The joy. The satisfaction. The endless “overnight success” jokes made and delivered.

But no matter. Business sold.

Ok, great. Well done you. You rock…. [You say to yourself...]

Now get to work. Earn it. Rock it. Deliver on all the promises YOU made over those last two years. Live up to the expectations.

This is good. You are happy. You are settling into a routine to mack the new deal you are on.


But then something amazing happens. Something unexpected. Something unreal. Something mind-blowing:

The same (new) client surprisingly does a SECOND piece of business with you…

…out of the blue. Just days after closing the first deal.

“What, did they really just call and say that,” you say to yourself?

You can’t believe what just happened. You are beside yourself. Your partners are all jazzed and complimentary. It almost feels surreal.

Doesn’t seem real.

When the dust finally settles, and you reflect back on what’s transpired to date, you slowly realize that all those emails, all those notes, all those voicemails, all those suggested reads, all those recommended links, all those thoughtful “You might be interested in this” notes….

…really did have an impact. They really did make a difference.

You just weren’t getting immediate feedback. You weren’t getting immediate data to ascertain whether your work and your efforts were actually worth anything.

But suddenly, out of the blue, you close two pieces of business in a matter of weeks, after two plus years of labor, love, and effort.

The moral of the story?

Don’t frickin’ lose faith. Don’t frickin’ give up.

Keep after it. Keep plugging. What you are doing is working. It IS having an impact.

You just might not know it right away.

Sales is a funny thing. You go cold and dark for months. And then all the business pops in one fell swoop.

The smart salesman?

The smart salesman knows that the steady, day-after-day slog, the hard work, the constant battle, the notes sent day after day after day….

…that’s what actually closes the deal. And might open the floodgates.

Get to it.


To learn more about my take on sales, check out my book: The Zen of Sales!

Drawing by Hugh.

  • Clint Wilson

    Good read Todd. Quick question.

    “That’s a lot of emails that were never responded to.”

    In our business if a client, partner or team lead does not respond to a valid email question or request we usually avoid doing business with them as it is a huge tell that down the road they will become a problem client, partner or team lead. (99% of the time)

    Our team leads have to respond to any subscriber or internal email in 24-48 hours or they are also out the Cazoomi door.



    *A tell in poker is a change in a player’s behavior or demeanor that is claimed by some to give clues to that player’s assessment of their hand.

  • Todd Schnick

    wow clint, fascinating comment. if i didn’t do business a prospect who never returned emails during the sales process, i’d lose a lot of my current (good) customers.

    let me ask this: are you telling that your policy is to NOT do business with prospects that don’t return emails? or is it just your policy that your team always returns emails, which is an awesome policy btw….

    let me know. and as always, thanks for reading and contributing!

  • Clint Wilson

    Thanks Todd and yes, I think chasing prospects is a different kind of biz than our business which is driven mostly by inbound prospects from our partners which we enable with SyncApps, so yes, if a partner or client, is not proactive it is usually a tell which ends up costing us more in time than it is worth in revenue terms.

    Yes, that 48 hour email reply policy has served us well since day 1 and a lot of grief:)


  • Todd Schnick

    understood. thanks for clarifying!