In Search of the Holy Grail of Marketing
Nowadays, I am on the quest for the sales and marketing Holy Grail. You know the one. A magic switch that I can turn on or off whenever I need new prospects knocking at my door begging for my services and happy to give me lots and lots of money.
Every now and then I think, I have found it – and then as if by magic or divine intervention, it is gone. So back to the quest, going to networking functions, meeting people in airplanes, knocking on doors and signing people up to my training and programs the good old fashioned way.
Just yesterday it dawned on me that I might never find the Holy Grail of Marketing.
What I also realised is that given any chance of a sale with any half reasonable prospect, I will keep that relationship alive for ever.
Six years ago I met with a business prospect in Sydney and just yesterday we agreed in principle to start working together.
Now this work is likely to be worth well in excess of $100,000 in the next 12 months and even five to ten times that the following year.
So I ask myself, what is different or unique about me. Why is it that I hear people in business moaning and complaining about how tough things are? Some of these people are my clients, colleagues and licensed users of my Integrity and Values products.
Sometimes, I want to scream at them because they just don’t get it !!!
Some of them are so hungry they behave like desperate ruthless hunters and gatherers. Others stay in their offices and would rather moan to you and me than pick up the phone and call a prospect.
I reckon, W. Edwards Demming, probably one of the greatest business minds of the last century nailed it. Most people in small business don’t have a system. They don’t have a simple and reliable system to keep track of all of their sales activity.
Demming said 96% of failure can be laid at the feet of your lack of a system.
So here is what I say…
“You are not stupid, lazy or incompetent. The problem is simply that you don’t have a system that works.”
MacDonald’s gets young semi literate kids to work, produce and sell a consistent and reliable hamburger that is almost inedible. They do it on time and to the same standard every day of the year all over the world and they can only do it because they have a system.
So here’s the go.
Get a system that works; I use a program called Goldmine to keep my relationships working and maintain my contacts. I write this Blog and I send emails to the customers I love.
I send letters and hand written notes to special people because they have done special things for me. I even send bottles of wine to some special people who refer me to other prospects.
I could go on and on about what I do and I know you have heard it all before. The point is you are where you are right now because of the system you have, or the lack of one, and how well you follow that system.
In finishing, I have not given up my quest for the Marketing Holy Grail.
That magic switch that I can turn on or off whenever I need new customers and prospects knocking at my door, begging for my services and happy to give me lots and lots of money.
I know I am getting closer and closer every day and until then I will be focusing and doing only what works.
What works for me is working the system I have and letting my Goldmine program tell me what I am doing today and who I am going to talk to.
Jennifer Elliott – Committed to creating extraordinary leaders in business one conversation one business at a time.
http://www.integrityandleadership.com/