My seven year old son gave me a very simple, yet valuable and profound business lesson this weekend. He had some homework to do and part of that homework was to write about what had happened that weekend.
Admittedly, we didn’t have an exciting weekend, I was at a seminar on Saturday and on Sunday, it was a day for getting jobs done. But this is what he wrote.
“On Sunday, we went to Tescos. When we got to the the bakery part, I asked my Daddy for a cookie. He said NO. So, I asked my Daddy for a cookie. He said No. So I asked my Daddy for a cookie. He said No. So I asked my Daddy for a cookie. He bought me a cookie. The end.”
Now, in that short story, there’s such a strong message.
When we were young, we were relentless in asking for what we want, often going on and on and on until our parents gave in. We didn’t give up. We just kept asking and asking until we got the prize.
But when we grew up and in business we seemed to have lost that tenacity.
We give up after hearing the first “No”.
We only contact a prospect once in case we upset them.
We do a one step marketing campaign instead of a multiple step sequential marketing campaign
There are stats to show that most people will not buy anything until they have been in touch with the supplier between 5-7 times. Yet the majority of business owners and sales people will give up trying after the first or second attempt.
More often than not in business, no doesn’t mean no, it just means “No for now”
You need to keep in touch with your prospects, not be scared of the initial rejection, have belief in your product and your ability to sell it and have belief that your prospect will eventually buy from you.
You need to continually market and keep in touch with your prospects, letting them know that you’ve got a really good reason why they should be buying from you.
If you’re running a newspaper ad, test it, measure it, tweak it and run it again.
If you’re having leaflets delivered, once you’ve identified that you’re having them delivered to the right area, keep delivering them.
Have the persistency of the 7 year old, become hardened to hearing the word no but keep carrying on. Keep asking, keep marketing and you’ll get to the YES.
When we talk to our clients and prospective clients about leaflet delivery, one of the things that we tell them is that the worst number in marketing is one. To get the best results out of leaflets, you need to repeat them.
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