"Everyone can brighten a room. Some when they enter it and others when they leave."

Flabby Marketing Muscles

Every sales professional and/or business owner loves “lay down” sales that pop into their business, ring their phone, or land inside of their online inbox. While no one in their right mind would turn a way easy revenue, dependency upon customers finding you by accident is a recipe for disaster.

Fat Bastard, Lazy Salespeople, Lazy marketing


Here are 3 of the most common areas where sales professionals and small business owners can dramatically improve their results… Simply by flexing their sales and marketing muscles.

1. Stop being dependent on walk-up, or inbound leads

Have you ever seen a flock of salespeople descending upon an unsuspecting couple who happens to walk onto a used car lot?  How about the person who sits at their desk staring at the telephone, as if it will magically ring and therefore help them close the largest sale of their career.

Easy sales are fun, but the dependency upon inbound leads whether in person on the phone or online is akin to placing a bag of Cheetos in every room of your home within arms-reach. While they may be a nice treat every once in a while, they do not offer any long term sustenance.

The most successful sales professionals make sure that there appointment books are so full that they do not have time to take leads that are thrown at them randomly. No matter what you are selling, whether it is an insurance product, and automobile, a home, or make up; you are in a people business. Build solid relationships within your community by volunteering at various charities, attending chamber of commerce events, and participate in activities that you care about.

Afraid of what may happen? One of my favorite experts, Grant Cardone, says, “Your fears are the walls between you and your accomplishment.” Get out of your own way!

2. A marketing rut

While you don’t want to constantly reinvent your business (and marketing strategies) every single month; you must be keenly aware of changes in your prospect’s needs, their preferences for receiving your marketing messages, and in the efficacy of what you are doing.

The only difference between a rut and a grave is that a rut has an exit. If you are spending the same amount of dollars on yellow page advertising that you were 12 years ago, you need to take a good look at what kind of return that advertising is truly generating for you. I personally do not know anyone under the age of 50 who even uses a phonebook. Check into alternative sources like Google ad words, text messaging campaigns, and other online marketing efforts. They can often produce a significantly better return on your investment at a fraction of the cost.

3. Spray and pray marketing is dead

Brand awareness campaigns subscribe to the thinking that if enough people just knew about your business, they would flock to your doors with checkbook in hand, eager to do business with you.

Any piece of marketing has one objective. Generate enough interest so that the recipient takes the next step. This could be in the form of a click, a phone call, or even stopping into your place of business. If your business sold feminine hygiene products, would you spend $40,000 on a half-page ad in Men’s Health magazine? I think not. While that example may seem absurd, it illustrates the absurdity that many businesses engage in every day by blindly marketing their products to the wrong who.

The US Postal Service allows you to do a highly-targeted direct mail campaign to specific mail routes for roughly $.16 per piece. Facebook advertising allows you to put your specific ad in front of highly targeted demographic groups. Text message marketing campaigns boast a 90% open rate, and are extremely effective in most situations. Keep your options open!

Here are three components to every successful marketing piece:

•             It must be trackable

•             It must have a specific call to action

•             It must have a deadline


Every sales professional and small business owner should regularly visit the “marketing gym” to build up some of their flabby marketing muscles. Just as you cannot pay someone to do your pushups for you, no one can do your personal and professional development for you.

What do you do to flex your sales and marketing muscles?

This entry was posted on Thursday, April 17th, 2014 at 10:46 am and is filed under Sales Motivation and Strategy . You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.


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