“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?

IT’S NOT SO! SURE YOU SHOULD FISH WHERE THE FISHING IS BETTER!

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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