Saturday, September 12, 2009

Lie #5.

You have to pay your dues now, in 2-3 years you'll have sufficient clients and referrals that you won't have to cold prospect any more.


There are two things incorrect with this assertion: The initial part, and the second part.

First let's discuss about 'paying your dues.'

There's the ordinary salesperson's version of this and then there's the guerrilla marketer's
version. The marketer's way of 'paying your dues' is hugely more productive, as I shall elaborate.

The sales way of paying your dues is 1-3 years of brutal hard labor, until your customers
base is large enough to let up on the cold calls.

Excellent marketing can abolish the years of cold calls in the first place, and as you know,
I'm completely against cold calling for a whole series of reasons that you've already read.
But here's how the marketer's version operates:

You polish and treat your sales letters, on paper, or the web, or in some kind of media,
until its razor sharp - and then you experiment it inexpensively until it's effective and highly profitable.

Web traffic is usually the quickest place to perfect this, by the way.

THEN you roll it out to the big world and put big cash in - and large cash comes out instantly.

It's an ENORMOUS leap frog effect, and you don't see of it as 'paying your dues' --- you think of it as EXPERIMENTING.

Experimenting is WAY better than Rejection. It's an interesting learning process instead of a
gauntlet. It's also a way of growing a business pretty fast without a huge investment of capital.

Once you've experiement a marketing campaign to the point where sales or sales leads starts comin at an anattractive Return on Investment (ROI), THEN you can invest heavily and watch the profits soar.

OK, now for the other facet of the lie, the aspect about not having to prospect any more.

You constantly have to prospect, IF you do not have a good marketing system in place. Always, no matter how long your company has been around.

Note: If you offer such an excellent service and clients are so contented that they eagerly refer others to you, then, you won't have to prospect anymore. But referrals themselves are still a great marketing system! And there are a lot of things you can do to encourage more referrals.

In any case, if you move from brute force prospecting to shrewd Guerrilla Marketing, you'll never again fall victim of Lie #5.


Quote for today:

'Winners never quit, and quitters never win.'


Best of Success to you

John Benjamin

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