If you’ve spent time in sales—especially at a place like Salesforce—you’ve probably heard the phrase “professional persistence.” It’s the idea that being consistent and proactive with your follow-ups can turn “not yet” into “yes.” But there’s a fine line between being professionally persistent and being… well, Brad.
Who’s Brad?
Brad is the salesperson who emails you every day for three weeks straight because you responded to his cold email. His emails are always marked “important” (for no discernible reason), and his follow-ups don’t offer anything new—just a rehash of “Did you see my last email?!?!” Brad’s approach isn’t persistence; it’s pestering, and nobody wants to be pestered.
So, how can you avoid being Brad while still following up effectively? Here are a few tips:
Add Value with Every Touchpoint
Before you hit “send,” ask yourself: “Am I giving this lead a reason to care?” Share a relevant case study, answer a question they might have, or highlight a feature that aligns with their specific needs. If your email isn’t offering anything new, wait to send it.
Respect Their Time
Let’s be honest—your lead probably doesn’t wake up thinking about your product each morning. Please don’t assume you’re their top priority because they downloaded your white paper. Space out your emails and use tools like scheduling to avoid bombarding them.
Personalize, Don’t Automate
Brad loves templates, and you shouldn’t. Take the time to mention something specific about their business or problem. A personal touch goes a long way in standing out among generic emails. Especially after you receive 20 or more of them. In a month.
Know When to Walk Away
Not every lead will convert, and that’s okay Brad! If you’ve followed up a few times without a response, move them to a nurturing campaign or reevaluate in a few months. Desperation could be a better look…
Follow the “Rule of Three”
If you’re not getting responses, limit yourself to three follow-ups:
The first to thank them for their inquiry and provide initial value.
The second is to address any objections or questions.
The third is a “last call” with an offer to connect when they’re ready.
Anything beyond that risks being Brad like behaviour.
Persistence Doesn’t Mean Annoyance
Being persistent isn’t about sending as many emails as possible but being thoughtful, strategic, and respectful. Leads don’t buy because you emailed them the most; they buy because you showed you understand their needs and can solve their problems.
So, next time you’re tempted to “Brad” someone into submission, take a breath, craft a meaningful message, and remember, nobody likes an annoying salesperson. Also, if if I have to guess, nobody likes you either Brad.
Update – I got another e-mail from Brad after posting this. I told him I wrote a blog about him. Stay tuned!
Michael Broley is the founder of Michael Broley Development, specializing in branding and web development. Passionate about creativity and strategy, he shares insights to help businesses build strong, memorable brands.
Michael Broley is a creative entrepreneur and community leader specializing in branding, web development, and marketing. As the creative director of MBD Studio and vice-chair of the Mahone Bay Tourism & Chamber of Commerce, he is dedicated to helping businesses and communities grow through innovative solutions and meaningful connections.
