When you’ve got something good to sell and there’s a strong value proposition, there is a natural level of excitement that your leads will have to get their hands on what you’ve got. That excitement can fade very quickly, however, and without persistence power backing you up, what seemed like a sure sale can instantly disappear.
Persistence also has certain drawbacks which must be considered before using it as a negotiation strategy. Here are the pros and cons of persistence power to think about.
The Pros of Persistence Power in Negotiation
1. It lets everyone involved have a better chance of being on the same page.
There are multiple levels within the chain of command in most businesses that are involved in the sales process. The CEO, for example, isn’t negotiating a sales deal, but maybe the VP of Finance is. Through persistence, the same message can be communicated in each presentation to each command level so there is consistency even if the leads have inconsistent internal communication.
2. It reinforces the value proposition that is being offered.
When you see an advertisement on TV or hear one on the radio, the key points that are being offered to potential customers are repeated several times. This repetition makes the value proposition easier to remember. More repetitions then gives that value a certain level of validity so that buyers can have confidence in what is being offered.
3. It provides you with a certain level of expertise.
If you’re willing to compromise on your value proposition or you change the way a presentation is made during the negotiation process, then you are typically seen as being desperate, inexperienced, or both. Through persistence, you establish that your expertise has helped to develop your value proposition and that this is the best possible way for someone to meet their needs. This becomes a hidden influence to the process.
4. It creates brand ambassadors.
Even if the other party in the negotiation doesn’t agree with your persistent position, they will still repeat your position to others within their own company as they explain the process. This means they become your brand ambassadors even when their intention is on the opposite end of the spectrum. Maybe they don’t agree with your position, but someone higher up in their company will.
The Cons of Persistence Power in Negotiation
1. It makes it seem like you aren’t listening.
The goal of persistence power isn’t to keep going forward whenever you hear “no” instead of “yes.” The goal is to build relationships that help the other side see the value of your proposition and persistence. When the relationship does not exist, unfortunately, the usual result of persistence power is a negative impression because it seems like you’re not listening to what is being said.
2. It causes people to leave the table.
Persistence will break down the walls of resistance that people have to an idea if enough time is allowed for the process to be completed. Because hearing the same thing over and over again can also drive people crazy, you may find that some people just leave the negotiating process instead of sticking with it because they’re fed up with what is going on.
3. It can be taken the wrong way.
Sometimes persistence power has the opposite negative effect. Instead of driving people crazy, it makes them think that you’re infatuated with them. You’re persistence is taken as an indication of your personal passion to close a deal with this particular negotiating team. The other side feels flattered by your attention and this makes them think they can use this perceived flattery against you to get themselves a better deal.
4. It can be a lengthy process to finally complete.
How long are you willing to engage using persistence power. There are many instances when negotiations of this type have taken 2-3 years to complete. That kind of timeframe isn’t suitable for every business or every situation. If you can wait out the other side, you’ll probably get what you want. The other side, however, is likely counting on the fact that you don’t have an indefinite period of time to wait for the deal to close.
To rely on just one approach during the negotiating process in any field or industry is a strategy that will likely lead to failure. Multiple approaches are often necessary. The pros and cons of persistence power in negotiation show that when patience and expertise meet, great things can be found. You’ve just got to make sure your message stays consistent in order to win the day.