How Not to Sell – Lessons from a Persistent (and Random) Message

Recently, I received a WhatsApp message from someone asking me to support their art business. The link was accompanied by a caption: “Please patronize after viewing the catalog. Thank you.” I wasn’t interested and felt the message lacked a personal touch, so I replied with a simple smiley.

Shortly after, they followed up, asking if I’d viewed the catalog. I politely replied, explaining that I wasn’t interested at this time. They quickly countered with, “If you know anyone else who might be interested, let me know—you’ll get a commission for successful referrals.” I replied “OK” and thought that was the end of it.

But the next day, I received a message asking, “Any success in finding artwork buyers?” Then, the same message the day after. At this point, I realized they were overly eager—almost to the point of desperation—and had overlooked key elements of an effective pitch.

The Takeaway: To anyone in sales or business development, it’s essential to remember that relationships are foundational to successful referrals. Here are some lessons I took from this encounter:

1. Personalization Matters – A message tailored to the recipient’s interests goes a long way. Cold outreach is far more effective when the recipient feels the pitch is relevant to them, not just a broad marketing blast.
2. Respect Boundaries and Build Trust – Especially if your contact isn’t part of your official sales team, take the time to build rapport rather than pushing for an immediate sale. Aggressive follow-ups with someone who hasn’t shown interest can backfire, potentially damaging the relationship.
3. Provide Value Beyond the Ask – Instead of repeatedly asking for updates, offering resources or insights that would engage the person in a more organic way might keep the connection alive without pressure.
4. Remember They Have Their Own Priorities – Your contacts have careers, goals, and lives beyond your product. Being considerate of their time and responsibilities fosters a stronger relationship and leaves the door open for potential opportunities.

Final Thought: The best relationships are built over time. An effective pitch should feel like an invitation, not an obligation. Let’s remember that subtlety and patience often go further than pushing for immediate results.