The Law of Long-Term Perspective

I had a sales meeting with my team a while ago and during the course of the meeting, I shared this law with them using these real life illustrations.

People learn faster through stories so when I teach I use a lot of stories and illustrations- the same way most of the teachings of our Lord Jesus were through the use of parables.

I went on a sales call many years ago. My prospect was a major dealer in a particular product. While speaking to her, she told me if I wanted to get her business, I shouldn't waste time on her but I should go for another prospect whose name she gave me

I found out that this new prospect was the biggest distributor in the entire South West ex-Lagos. That was how I started prospecting her

I knew she was key to unlocking that particular sector for me. If I get her, hundreds of other distributors would follow suit. I could meet my full year target by just getting her business. But it wasn't that easy. She rebuffed me when I approached her.

She gave me every reason in the world why she won't start a new business relationship. But I never gave up. My eyes were on the long term and I was willing to go through a lot of sacrifice to get her.

For 6 months, I went to her office at least twice weekly. For 6 good months! At a point, I stopped talking to her about signing her on and I would tell her then that I just came to say hello. I recall gisting with her on those occasions.

I started building up a relationship without mentioning anything about her business. I discovered that people will do business with you when they feel comfortable with you. I also kept my goals in view.

After 6 months, I felt like giving up. Then out of the blues, she called me one morning to bring an account opening form. I could hardly believe my ears. I ran to her office and opened the account.

That relationship remains one of the most impactful in my career and gave me a leverage I never expected. I dedicated my book 30 Career Lessons I Learnt Along The Way to the blessed memory of that woman, Late Mrs Modupe Sobodu.

I also shared the story of the MD of an organisation I once worked for. He was a Senior Relationship Manager at a bank and managed a portfolio consisting of several traders. Of particular note was a trader who was good at what he did but was barely financially literate.

He told us he would sit down with this trader to coach him and assist him. He would eat amala together with this trader. As the man's business grew, his portfolio also grew.

So many years after, this trader became so big, he started a chain of other businesses. This Senior Relationship Manager had also grown and learnt that a bank licence was up for grabs.

He didn't have money to buy so guess who he turned to? The former trader business client. He gave him the money for the licence and became the Chairman of that organization. The Senior Relationship Manager became the MD.

When you initiate sales, don't treat people based on where they are. Treat them for where they can be. That corner shop you see today can be a major conglomerate in a few years. Develop a long term perspective in sales. Don't just grab and move on.

Nurture. Engage the skills of relationship management. Go beyond your tour of duty. Become friends with your customers. Know their birthdays. Be there for their celebrations and their grievings. Don't treat them as a mere line item on your balance sheet.

Look at what they can be and not what they are. More importantly, look at how getting that client can cause a major turnaround for you in the long term. Having a long term perspective will help you overcome initial disappointments and give you the stamina to get going.

This law is valid in life as it is in sales. I told my team that morning that one of them may become the MD some years down the line. I don't know who it may be so I have to treat everyone well.

I hope this helps someone.

© Bayo Adeyinka
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