Blog   Leads & Lists Don’t Matter ~ Riddle All Marketers Must Know

RIDDLE

The Sun and the Wind were having an argument…..

Who was stronger, who was more powerful……

Wind says, “I know how to settle this.”

Sun says, “How?”

Wind points to a guy in Boston outside Fenway Park and says, “I bet I can get him to take off his coat.”

Sun says, “I’ll take that bet.”

Who wins the bet?

ADDICTION

Miriam Webster defines addiction this way:

1 : the quality or state of being addicted <addiction to reading>
2 : compulsive need for and use of a habit-forming substance (as heroin, nicotine, or alcohol) characterized by tolerance and by well-defined physiological symptoms upon withdrawal; broadly : persistent compulsive use of a substance known by the user to be harmful

Why am I writing about addiction in an article geared towards marketers?

It seems that no matter who I talk to they have a compulsion to generate leads and lists that, like all addiction, seem like a good idea.  It’s mind boggling how this entire community of folks working from home has become so focused on the size of the list, followers on twitter and lead generation….. Instead of doing business.

Addicts believe that the “thing” they are addicted to will make them feel better when, in fact, it leads to their ultimate demise.

This obsession with collecting names, evaluating systems that will get names, how-to courses to develop names isn’t going to make anybody any money, just like gambling doesn’t make the compulsive gambler rich.

Do we need people to talk to?  Yes.

Do we need 50 or 100 “white hot” prospects a day?  No.

SKILLS

It really doesn’t matter how many names and numbers and emails and friends on facebook and followers on twitter we have if we don’t know how to convert them to sales.

This addiction develops because people start with a list without first learning the skills to make it easy for prospects to say “Yes” to looking at what we have to offer with an open mind.

So, new reps burn through a list, get no results, and start looking around online to get more names.  It never occurs to them it might have had something to do with what they said and what they did…..

Success leaves clues.

If friends and relatives did not like what we had to say why in the world would anyone think strangers are going to like it any better?

SEQUENCE

Suspect – A name and a number

Possibility – A suspects who agrees to look

Prospect – A possibility who has a need for what we have to offer

It’s not about how many suspects you accumulate; it’s about how to convert 90% or more of the Suspects that you contact into Possibilities.

A simple skill, “Most People” will convert 90% of the Suspects you speak to into Possibilities.

PERSONAL DEVELOPMENT

There are plenty of “pushers” who will feed this addiction and help the addict believe more leads means more money.

The truth is we can break this addiction by being honest with our selves…… As the old saying goes, “The truth will set you free”.

The truth is we need to develop personally by understanding the crucial skill required is communication – the only difference between people making big money and people failing is what they say and what they do with suspects not the amount of suspects that they have.

Once we know what to say so that 90% or more will look with an open mind it’s easy to build a large organization.

RIDDLE

The Sun and the Wind were having an argument…..

Who was stronger, who was more powerful……

Wind says, “I know how to settle this.”

Sun says, “How?”

Wind points to a guy in Boston outside Fenway Park and says, “I bet I can get him to take off his coat.”

Sun says, “I’ll take that bet.”

Who wins the bet?

So the Wind blows harder and harder.  And the harder the wind blows the tighter and tighter the man hangs onto his coat.

This goes on for 15 minutes.

The Sun says, “Mind if I give it a try?”

Wind agrees.

Sun smiles, it warms up, the man takes off his coat.

believe,

Mark Januszewski

The World’s Laziest Networker

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