Selling is not difficult. Finding someone who wants to buy is difficult.
Selling is not difficult. Finding someone who wants to buy is difficult.
In some businesses, people call in to become new accounts. In most businesses, prospecting and qualifying are the norm. It’s a great deal of work. You must kiss many frogs to find the prince, as the saying goes. Few people enjoy “dialing for dollars,” yet those who don’t do the hard work of business development seldom reach the levels of those who do. The rule must be: I will make time each day to follow up leads, make cold calls, pick up the five-hundred-pound phone one more time, or fifty more times, as the case may be. If there were a way around all of this, it would have been discovered long ago. It is true that once you become established, referrals will become a larger and larger source of new business.
“Charlie asked me to give you a call” is far easier to say than, “This will only take a minute or two; may I ask you a couple of questions?”
An analysis of past successes will soon tell you that new business comes from all the wrong places at all the wrong times—wrong in the sense of the least likely time and places. Your job is to be in the right place at the right time. Prospecting and qualifying will assure that you not only will be paid, but that you will be better paid than most as a result. The law of cause and effect has never had a clearer-cut illustration than the ratio between sales and sales effort. Looking for customers increases the likelihood you will find them. Not easy to do, but very easy to understand. Now go do it
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