4 WAYS TO GET THE OPPORTUNITY TO PERFORM.
OR, HOW ABOUT THROWING ME A FRICKIN’ BONE?!
DAVID RUBINSTEIN
EDITED BY
JIM OLSON
Before you get there, how do you earn the opportunity to be there? The best Seller in the world has to be invited in at some point.
There are four (4) ways to get the opportunity to perform:
1. THE MESSAGE IS CONTROLLABLE BUT IT COSTS MONEY! A company can say what it wants to the market about its products and people. Sometimes the message is hyperbolic, sometimes the claims may be questionable and sometimes the message is accurate. In any case, the company has the right to say it. This is called “marketing” or “advertising.” The company pays for the right to say these things which also includes information on its web-site. Frequently, this information should be taken with a grain – or, sometimes, a block – of salt!
2. IT’S DOESN’T COST A PENNY BUT THE MESSAGE CANNOT BE CONTROLLED! On the other hand, there are plenty of instances where the company cannot control the message. This messaging is free. It is called “reputation” or “word of mouth.” And, everyone knows that this is the most powerful of all messages. Remember that bad news travels at the speed of light and good news limps along. Be very vigilant about how you treat people and only good things will be said about you.
3. JUST DUMB LUCK! My definition of “luck” is anything that can’t be controlled. Luck comes in two (2) forms, “good” and “bad.” If you’ve ever been the recipient of a phone call from someone you don’t know but results in a healthy sale, you have good luck. However, if you’ve worked hard on a project and at the last minute that company’s goals change, knocking you out of the box, that’s bad luck. Other examples of good luck include an improving economy, a unique product (very rare, indeed) and a competitor’s screw-up.
4. WAY HARD WORK! The most difficult way to get the opportunity to perform is doing it “old school” — through prospecting and cold-calling. This, by the way, is also the least time-efficient method.
Always do the right thing. Be professional when luck makes a hard turn and treat your clients as if your livelihood depends on it. You’ll be fine. Oh, and always ask for referrals!
What do you think?
Good Selling to you!
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