In college I had a summer roommate once who stored bacon grease in quart-size mason jars in the freezer. Every time we fried bacon or chicken she would pour the leftover grease into the jar with available space, or, as need be, start another jar. One day, I asked Jodi why she did that—was there something that she would eventually do with all that grease?
She had no idea. “I do it because my mama did it,” she said. Jodi was from Charleston.
Perplexed at her own actions, Jodi called her mom, and asked what she was supposed to do with the growing quarts of bacon grease in the freezer.
“Throw them away,” her mother instructed. Because Jodi had never witnessed that end of the bacon grease cycle as a kid and later ,as an adult, she assumed that they remained in the freezer. She never questioned this ritual or its outcome.
Some people approach sales that way: they do things because that’s the way they’ve always been done, and they don’t question the results—or lack thereof.
Are you still cold calling the same people over and over, because that’s the way you’ve always done it?
Even though voice contact is needed to seal most deals, the way we get the prospect to the phone has changed. That bacon grease is in the trash.
Through demand generation email programs, we can continue to electronically touch, educate and enlighten those who don’t need our services or product—yet. You can touch 30,000 prospects with a little programming and the touch of a button, as opposed to five to seven calls to each of those prospects just to get them on the phone.
No one answers a phone anymore. But they will answer an email on their phone. Ironic? Yes. I love it when irony solves a conundrum. Email done properly and the arm’s-length access that it provides educate the prospect about you before they engage in conversation so that by the time you two talk, it’s worth your time.
And, if you’re a good salesperson, it will be productive.