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December 2007
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February 2008

The Idea That it Takes Money to Make Money is Dead

In the old days (before 2003), people would spend a ton of money to get their business in front of a lot of people.

Big national brands spent a BAZILLION Dollars getting their name in front of everyone. The idea that it takes money to make money grew.

Smaller businesses, with limited advertising buying power, tried to emulate the national giants in some form or the other and failed miserably.

It’s easy to understand why.

It does NOT take money to make money. It takes sales to make money.  Sales is the lifeblood of business and where the focus must be for small businesses.

Pull don’t push to gain valuable attention

Attracting attention with relevant messages saves both time and money. Pull people toward you rather than trying to push them into listening.

Only sales, combined with marketing designed to attract attention, can break through the clutter of messages. Interaction is the answer and it’s inexpensive as well.

Instead of screaming your advertising message to everyone, ask permission to communicate to people who have reason to care.

Your costs go down while your sales increase. That’s a return on investment that everyone can live with.


Sales Tips: Always Leave Your Phone Number Twice

Here's something that makes me crazy in a sales situtation. Someone calls. It's a marketing touch. They are trying to sell me something. I may even be interested. They leave a telephone message.

Somewhere in the message they quickly rattle off a telephone number. They never repeat the number. If I want to call back, I have to listen to the message again.

Make it easy on the person you're trying to reach. Always leave your telephone number twice and you'll probably get twice as many return calls.

Anyone else have phone message stories (good or bad)? Share them in the comments section.


Farm Don’t Hunt

When it comes to business building and sales, you have two distinct choices. You can be a farmer or a hunter.

The problem is, few business owners ever consider they can change and become more productive. They continue to hunt, because that’s what they’ve always done.

What can you do if you are a hunter who would rather farm?

Just develop a consistent client relationship management (CRM) program once. Then follow it consistently throughout the year.

Start with the basics.

Stay in touch. Communicate that you care consistently.

Treat clients like the best friend they are. Don’t complete a sales and then vanish, only calling again when hunting slows down and you become desperate for business.

During the course of a project, be on the watch for indications of when to make the next sale recommendation.

Once you plant the seeds, tend the field, and continuously harvest the crop of more business.