Constant Communication. Are you making this marketing mistake?

A few years ago, I met one of the best known ’sales experts’ in the UK. He had authored several books, and provided motivational training for blue-chip companies in a career spanning decades. If you’ve worked in the sales world for any time, you have almost certainly heard of him. Now in the ‘golden years’ of his career, he could sit back and let the opportunities come to him, couldn’t he? Actually no.

“We never kept a database, Bernadette” he privately confessed to me. So at great expense he had to hire and manage a sales team to set appointments for him. If he had cultivated a list over the years, he would have had prospective clients knocking on his door. “But my business is different!” Ok, so you’re a consultant - and you only work with 3-4 large clients each year. Surely you don’t need a list of 1,000 do you? Maybe not, but any list will give you huge leverage.

Read the full article at Marketing Scoop.

This entry was posted on Thursday, July 17th, 2008 at 1:18 pm and is filed under Blog. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.