‘Jonesing’ for Some Sales –Farquharson/Tedesco
“Clearly, this is no ordinary rock. Just as clearly, these aren’t ordinary times. One day of prospecting has the same effect as one try at moving this boulder. In either case, the effort was insufficient. Let’s try a different approach.”
With that, Dr. Jones walked over to the rock and pushed it with one hand. Nothing. "That was a phone call. As you saw, there was no movement. Clearly, I got voice mail." Laughs filled the hall.
"But, if I called two more times, left two more messages (he kicks the rock), stopped by while I was in the area (nudges it with his shoulder) and then stuck a handwritten-postcard in the mail (presses his hip into it), the outcome might be different." Suddenly, the rock shuddered a bit, then stopped. "There! Did you see that?" he yelled as the audience gasped.
"One touch, no matter how hard, does nothing to move the rock. Multiple touches? That did the trick, ladies and gentlemen. Yet 90 percent of all first-time sales calls go without any follow-up action. We call once. We stop by once. We send one e-mail. After that, we get busy with quoting, estimating and plant tours, and before you can say 'Gutenberg,' any possibility of momentum is lost." Ever the showman, Jones walked to a table for some Evian before continuing...
"Isaac Newton once said, 'A body in motion tends to stay in motion, and a body at rest tends to stay at rest.' Newton wasn't talking about sales, but he might well have been. The boulder that stands before you represents your sales. Specifically, it personifies the result of your new business efforts. Increasing your new business is all about momentum. If you are diligent and consistent with your activities, you will see results in the form of appointments, quotes and, ultimately, orders. We saw what happened when one prospect was contacted repeatedly. What if we took that action with several prospects? It's certain that the rock would move and good things would happen.