If you love Dr Seuss as much as I do, you’ll know that many of his stories are about conflict between people – always a good theme for a story.
In this particular story, Green Eggs and Ham, Sam is trying to sell to the person he just made drop his newspaper. If it wasn’t for Sam’s persistence and the person’s desire to get rid of him, he wouldn’t have made the sale. He angered the person he was trying to sell to right off the bat and that broke trust.
Persistence is good, but breaking trust will lead to an uphill battle!
I don’t know that I really summed it up the best in my video, but basically we want to ensure that when we are trying to sell a product or service the person on the other end should be feeling relaxed and happy, not confronted, disrupted or angry!
So we want to make our sales approach as natural and consultative as we can, not make the person on the other end recoil like the poor character being harassed by Sam I Am.
That probably seems really obvious in real life, but sometimes on the web we use big flashy popups and in-your-face tactics to try to get the lead or sale quickly, but lose the trust in the process and miss out on developing a relationship that would turn into business.