Perseverance is defined by Webster's Dictionary of the English Language as "a steady and continued action or belief, usually over a long period and especially despite difficulties or setbacks."

As salespeople these days, we must be professionally persistent. Why? We can all probably answer this one. Managers and salespeople tell me that their sales cycles have lengthened. They tell me that the people they were talking with six months ago are not the people making the decisions today. Companies are reorganizing and downsizing. In some cases, they are moving the remaining employees to other critical areas. For instance, this week two vice presidents of sales told me that they are going back into the field. Reductions in revenue are also forcing companies to scrutinize buying decisions, and when they do buy, they expect deep discounts or additional services at no extra cost.

So, how do we make the best out of our previous efforts with a prospect? How do we avoid having to start over? First, find out as much as you can from your current contacts about how the organization is changing, and who may be taking on what roles. If you are well respected, they will help you particularly if they believe in your product or service. Ask them if they would help by introducing you, your company, and its services to those people who will make decisions in the future. If they like you, it may be possible to get inside information about any competitive influences in the account.

Don't burn bridges! Never discuss inside information they give you with others. And, don't lose track of your contacts. Occasionally, when business turns around your contacts reappear in other positions of influence. Be sure that you keep in good standing with them.

Help people look good! Prepare a summary document of where you were in the sales cycle including pertinent information related to product performance, competitive analysis (if available), value statements, and internal testimonials from technical or end users. This way the