Last week I was fishing off Port Renfrew located on the West Coast of Vancouver Island North of Victoria. It occurred to me while out on the boat, very early in the morning, the metaphor that is used many times in business; ‘fishing for clients.’ This analogy may bring some clarity about why you may not be ‘hocking’ the clients that you may be going after.
There is no doubt that there has been a steady increase in the individuals involved in making any kind of decision in most businesses. There are now more committees or boards that have to be somehow integrated into the decision making process. According to CEB, a global best practice insights company, there is on average 5 people that have to formally sign off on purchases. With this in mind and with the fact that you are paid on the ability to get the prospect to make a decision, purchase or not, does it not make sense to have a clear understanding on how that decision would be made?
During a recent session of The Action Suite, we were discussing how to make the ‘First Contact’ easier and with greater success than that of the past. ‘First Contact’, also know best as, ‘Cold Calls’ have a couple of brothers that like to hang around. The first is ‘rejection’. The ugly brother that comes along for the ride is, ‘failure.’
“I got a referral!” Not so fast! Before you celebrate, do you know what to do with that referral? You’re probably sitting there thinking: “Sure, I’m going to call them up and make an appointment and get a new client.” Again, I say: “Not so fast. Are you sure that is the best way to proceed?” I bring you back to why people in The Action Suite have success. As a reminder, it is because they are D.U.M.B.; Different, Unique, Memorable and Believable.
“To grow, you must be willing to let your present and future be totally unlike your past. Your history is not your destiny.” So said author Alan Cohen. This passage is about the flexibility of not only mindset but also willingness to embrace ‘change.’ After all, change is the price of learning. However, change is also resisted quite vigorously by not only leaders but also by their followers.
I understand it’s a beautiful, warm, sunshiny day. The kids are out of school and are playing in parks or at the pool and here you are working away. With all that on your mind, it is keeping you distracted from what has to be done.
This time of year, it is very challenging for some because of those distractions and the pull from family and friends may be stronger than at any other time of the year.