If I’m working with a prospect who unexpectedly decides to hire a different company, it might sound impossible, but it’s possible to close a deal with a prospect who goes with your competitor. David Adley is an outbound sales manager at Bonfire, a digital platform for selling custom apparel. Bonfire works with nonprofits, influencers, and anyone who wants an easy solution to selling an awesome shirt online. Sales journey David started selling knives door-to-door during college and he discovered he had a passion for it. He discovered that when you’re succeeding, you’re having fun. He worked as a sales rep for a music company, and because he was a music major in college, he assumed it would be the perfect marriage of two things he loved. He was playing in a band at the time, and he had to make a decision about his priorities, so he picked music over sales. For almost four years he gigged with a band before taking the job at Bonfire as a customer success rep. He was basically making ends meet while doing the rock star thing. David grew into his role. Because the CEO knew he had sold knives in college, he invited David to take a shot at growing the sales team. He took the leap, and that’s where his journey began. Fund-raising Bonfire operates in cause-based fundraising as well as the influencer space. Early in David’s career, he worked with a big client named Crusoe the Celebrity Dachshund. He’s a big deal in the animal influencer game and he has hilarious content. He’s also the big fish in David’s story, which is about learning empathy, timing, and persistence, three things that sellers need if they are looking to up their game. The company was still small then and he didn’t want to mess up the opportunity. He asked the CEO for help, and together they conducted discovery together. The CEO, Brian Marks, shared wisdom with him, and they discovered that Crusoe wasn’t actually a great fit for the platform at the time. They weren’t equipped to give him everything he needed to have a successful apparel campaign. The company was geared to fund-raising at the time and wasn’t really built for influencers. Surprise advice Brian advised David to provide pro bono graphic design work to Crusoe and then told David to recommend that Crusoe sell his designs on a competitor’s platform. Typically custom graphics take about three days, but they turned this one around same-day because it was such a great opportunity even though they couldn’t work with him. David said he couldn’t imagine sending a potential VIP seller to a competitor, but this is where he really started to learn persistence. After they sent Crusoe away, it was still his responsibility to keep Bonfire top-of-mind for him. He did that by actively checking in during opportune moments, like when he won an award for best animal content creator. David congratulated them and checked in with his manager frequently. Great rapport They developed a great rapport despite the fact that they never sold anything on Bonfire’s site to this point. Eventually, when Bonfire relaunched its site with more accommodating features for influencer clientele, the timing was perfect. Crusoe’s manager got back to them during a periodic check-in and was anxious to give the company a shot. The new website was officially about three days old at this point, so David was still a little nervous about bandwidth at this point. Eventually, the account was the highest-selling campaign on the site up to that point, and it pushed the company to its brink in those early days. He calls it a thrilling experience for everyone involved. Nurture the relationship Almost two years passed between the time when David sent Crusoe to his...

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