The Best Advice I Give Young Sellers: The 3 P’s – Preparation, Patience, and Persistence in an Instant-Gratification World
What makes Pathfinder Media Group stand out is our rare dual lens: we’ve lived on both the agency and media vendor sides of the table. Yet at our core, we’re B2B sellers with over 100 years of collective leadership experience.
That’s why, when young sellers ask me, “What’s the best advice you could give?” my answer isn’t groundbreaking, but it is always the same: The 3 P’s: Preparation, Patience, and Persistence. Before you roll your eyes and say, “Ok Boomer,” hear me out as these “old-school” qualities have fueled my 25+ year career.
In today’s instant-gratification world, they’re what separate consistent closers from the rest. Why? Because success in sales isn’t about quick wins (although we love those unicorns too!), it’s about smart, consistent effort.
We all know the old adage: The more at-bats you get, the better your chances to score. But blindly spraying the infield? That’s not a strategy, it’s wasted time. Preparation ensures every swing counts.
When I started my sales career selling radio nearly 25 years ago, like many sellers at that time, I was handed a phone book and told, “Go get ’em, tiger.” Sellers today have a world of resources and tools at their fingertips. Use them. Research your prospects. Understand their business. Bring value to every interaction.
Why it matters: 376 billion emails are sent daily. 47% are considered spam. Like most leaders, I get 200+ emails a day. If your subject line or first two sentences don’t grab me, I delete it. Preparation makes you stand out. Your numbers might be lower, but your impact will be higher.
⏳Patience and Persistence: Timeless superpowers.
🔥Warm lead (prior interest or connection) outreach requires 5–12 interactions, such as emails, calls or social touches before generating a meaningful reply or engagement.
🔥Cold lead (unsolicited prospects) outreach can demand 20-50 touches to break through.
❌Yet nearly half of sellers give up after one attempt. 92% quit after four or fewer. ✅Persistence beyond 8 attempts can boost contact rates by 160%. The difference between “no” and “yes” is often just a few more thoughtful, value-driven touches.
🦄Only 2% of sales close on first contact.
Top performers plan for this. Patience builds trust. Persistence keeps you in the game.
✅ The Dos & Don’ts of Persistence
DO:
✔ Add value with every touch (insights, case studies, trends)
✔ Space follow-ups strategically
✔ Personalize your outreach, reference their goals or pain points
DON’T:
✖ Use lazy phrases like “Just checking in” or “Touching base.”
✖ Push for a close too early or create artificial urgency. “This deal is going to expire soon,” or “we have other clients interested in this,” or “we only have a limited number of packages.”
✖ Ignore buying signals or objections.
Better Alternative:
Instead of “Just checking in,” try:
“I saw this insight on [specific challenge we discussed] and thought it might help…”
Young sellers (and veterans too):
✅ Prepare relentlessly – research, personalize, deliver value.
✅ Be patient – trust and timing aren’t on your schedule.
✅ Persist intelligently – with value, not desperation.
The opportunities are waiting for the one who out-prepares, out-patience, and out-persists everyone else. In a swipe-left world, commit to showing up…one more time.
Jeff Johnson
Executive Vice President, Pathfinder Media Group
#PerspectivesFromAPathfinder #SalesLeadership #PreparationPatiencePersistence #BusinessGrowth #SalesTips #SalesMindset
