Attempting to close a sale, without marketing first, is like:
- expecting to harvest your vegetables without planting seeds or plants first
- trying to catch a fish without a pole, net or bait
- offering a marriage proposal on a first date
- attempting to pass an exam without studying
- … leave a comment below with your analogy
Sure you might pass one exam… or catch a fish with your bare hands, but to build a strong sustainable business, you’ve got to have a marketing system in place.
{ 8 comments… read them below or add one }
I would even add that trying to close sales without a relationship (even a basic one) is like trying to drive a car without gas.
It’s going to be hard to go anywhere.
Good one Stephen! I like it.
I agree. I attended one seminar wherein the speaker actually suggested that you funnel your conversation with a lead in such a way that it will be converted to a sale. While you may make a sale, your lead will soon realize that he’s been “duped”. You’ll lose a customer and possibly more with negative buzz. I personally suggest that you should market and build relationship first. It’s harder, but better for you and your customers.
Mandy:
Yes, you are right. The sales cycle is usually a bit longer than the length of time for a seminar for most services. It is hard to have patience, but I like to think of it as using each marketing tool to take a step forward in the sales process.
Chris
Is like trying to sell “one size fits all” to a pregnant woman
Tammy:
Absolutely. And actually… to any woman, pregnant or not. Even hats are not one size fits all!
Chris
From Henry Ford:”…like stopping a clock to save time.” In context, he was talking about cutting advertising budgets in an effort to save money, but the spirit of the quote is the same. What I admire is Ford’s respect for the importance of adv/mktg in consideration of the infamous Bottom Line, sales. His statement implies that he values these things. So many C-level execs just don’t “get it” because they aren’t involved in the day to day aspects of business. They have no concept of the time and effort it takes to get from A to B. It’s one thing to understand this seemingly simple principle (marketing + advertising = sales) yet quite another to execute in real time. The thinking part is easy; it’s the doing that’s hard.
You are so very right….