“Don’t Dig for Gold, Sell Shovels!

//“Don’t Dig for Gold, Sell Shovels!

“Don’t Dig for Gold, Sell Shovels!

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Thanks to Dave Schneider for image.

And we thought the gold diggers were the ones who made money! According to Frank Rumbauskas, Author of Never Cold Call, “The people who prospered most during the gold rush weren’t the ones digging for gold.” Those that made money were those who provided goods and services for the miners. Those that opened bars!

WHY? They knew their customer and what their customers needed.

What does this mean to sales people?

Many people spend hours “digging for gold.” We have been told the more calls we make the more customers we will get and eventually we will ‘strike gold.’ We’ve been told ‘play the numbers;’ the more you play the more opportunities you will have. If that really worked wouldn’t all of us be rich?


Sure you need customers, but cold calling isn’t getting leads; it’s calling on people who don’t know you or even care about you. They are ‘cold.’ Sure I know if you snag one of these you really feel good but why waste your valuable time when there are other ways to get customers?  You need quality leads, not just leads.

Why would you do that? There are other ways to get quality leads.

First you have to know your customers. Who buys from you and what do they buy. Customers who have bought before are always better prospects. They are willing to pay your prices because they already like and trust you. In sales it’s critical to be liked and trusted. Forbes suggests you analyze your market and know exactly what your customers like and if they’ve sneezed!

I know you think you’re unforgettable but it’s not so. Pay attention to customers who have bought from you. In other words, follow up after you’ve sold these customers. It doesn’t matter when they will need your services again; eventually they will. How will they remember you if you don’t stay in touch?

85% of your business comes from referrals. Need more business, go back to your sold customers and ask them for help.

Warm up those cold leads! That’s what social media is for; use your LinkedIn connections, your Facebook friends. It’s likely if you ask enough people you can get your self-connected.

Don’t get caught in the cold call trap.

Need Lisbeth to help you warm up your cold leads? For personalized training to get more customers call 518-495-5380.

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By | 2017-09-27T19:09:55+00:00 January 30th, 2017|Marketing|0 Comments

About the Author:

Lisbeth Calandrino is an award winning trainer, entrepreneur, and blogger and has spent over twenty years developing custom tailored marketing and customer service programs for businesses. Her recently published book, Red Hot Customer Service, 35 Sizzling Ways to Heat up Your Business and Ignite Your Sales defines the steps necessary to build a competitive advantage and turn great companies into unforgettable or red hot companies. Lisbeth admits that much of her knowledge came from her Italian grandfather who despite very little formal education and a limited English vocabulary, managed to became both successful and wealthy. Lisbeth has wonderful stories about Grandpa DiBiagio’s and her time spent learning how to managing Grandpa’s fruit stand. Because of Lisbeth’s experience as a business owner, having been the managing partner and owner of 7 furniture and carpet stores for 14 years, she is able to bring her extensive business knowledge and experience to all of her clients. Lisbeth’s awards include executive of the year award from the International Executive Association, Albany chapter (a business networking group) and first place honors in an international marketing contest for alternative medicine. A two time cancer survivor, she has spoken extensively about her experiences of cancer, offering words of comfort and inspiration. As an activist, Lisbeth has initiated and contributed to many charitable causes. She has worked with at-risk youth, spoken out against injustice and advocated to and helped to build resources for women. As a presenter, Lisbeth Calandrino is highly motivational, information-rich, and very entertaining. Her acute business sense, contagious enthusiasm, positive energy and fun sense of humor make her a dynamic presenter. Lisbeth is a member of New York, Historic Albany Foundation, educational director of Business Referrals Networking Group and member of the board of directors of the Animal Protective Foundation of Scotia, New York.

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