Persistence runs the risk of melting into annoyance, even harassment. Developing the positive side of the quality in contacting sales leads requires tact, wisdom and sincerity.

Be sure to do your homework. Preparation brings knowledge in optimizing every opportunity. Thoughts to consider before communicating with a lead include identifying the person to contact, knowing your value to the prospect, and understanding the lead’s challenges and goals. Also, decide how to present yourself, questions to ask, information to share and your follow-up strategy. Compiling thoughts in these areas targets future contacts and diminishes desperation.

What method of initial contact to choose? Email allows a prospect to think through your information and requests. Unfortunately, inboxes overflow each day with clutter and the urgent. A phone call establishes voice contact more quickly and guards against being filed as spam. Voicemail can cause issues as mailboxes rival inboxes in quantity.

So what is the best approach? Again, maximize your opportunities. Well laid out plans grab attention with each contact rather than relying on sheer pestering. A plan for each contact includes prospect focus or why you are contacting the lead, your company focus or why you are making contact now and a request that is easy and quick to complete.

Email and phone contact complement one another in the initial contact. Voicemails followed immediately with an email drawing attention to the message, its content and an open-ended question to engage conversation are useful and appropriate. Selling your product is a turn-off and comes across as pestering at this point.

Then after at least 48 hours, make contact again. Still no response? Reaching out to the lead after another 48 hours is still appropriate. This third message includes reference to your previous contacts in a pleasant tone and offers more information. If the line remains quiet, use a break-up email.

The break-up reminds the lead of your efforts to get in touch and politely ends further contact on your part. Do not forgo this final email. Oddly, this communication often gets attention and response. Be reminded yourself that it is the salesperson‘s role to maintain pleasantness in all communications. Irritation portrays an unattractive desperation.

But what if you do make contact? In your initial contact with the lead, be sure to end the conversation by asking for the preferred follow-up contact method. Engage your follow-up timeline as soon as 24 to 48 hours from your first contact. Be timely, punctual and unique in your approach.