A Story About Persistence That Paid Off Big Time

I want to share with you a story about persistence that I heard on my favorite show The Big Idea with Donnie Deutsch last week. This story has moved me so much that I’ve thought about this every single day, several times a day since I heard it and am still in awe of this woman’s resistance to give up!

Michele Hoskins decided to create a product out of her great grandmother’s syrup recipe. After she had it formulated and packaged, she took the products to local grocery stores, asking them to stock the product and if they sold, she would invoice them. This worked well, but she had bigger ideas. Her goal was to get the syrup into Denny’s restaurants.

She got in touch with the right people at Denny’s and they told her no. But that did not stop her. She made it a habit to call them every single Monday at 10:30am for TWO YEARS!

When Denny’s hired a new CEO, they told him about this woman who called every Monday at 10:30.” What does she want?” the CEO asked. “She wants us to use her product,” they replied.

This was during the time that Denny’s was suffering from a blow to their reputation after being sued for treating African American’s poorly in their restaurant in past years. Michelle Hoskins happened to be African American. The CEO was baffled that these people had turned her down for so long, this is exactly the kind of business partnership they needed!

Not long after, Michelle had the contract with Denny’s and now she is a multi-millionaire.

This is not about Michelle getting a lucky break because she is an African American. This is a story about how situations change, executives change, and organizations change – A story not about being in the right place at the right time, but being in a place ALL the time and being persistent enough to WAIT for the right time. to come – Proof that one ‘small’ voice repeated enough times can add up to a big impact – perhaps more than a ‘big’ voice only spoken only once.

Would you have had the persistence to be told NO by the same company every week for two years? I wouldn’t have. But which one of us has a multi-million dollar product placement with a gigantic national corporation? After hearing that story I am seriously restructuring my own tolerance for rejection and my idea of what it means to be persistent.

October 16 2007 | Marketing | 8 Comments »