Marketing Genius

No.

Two letters.

Very efficient.

It can end a conversation and make a confident marketer suddenly become fascinated by the carpet.

Some salespeople hear “no” and react as if the prospect released the hounds.

They thank the person, back toward the door and place the account in a special category called:

Never bother these people again......

Some salespeople believe the person who talks the most controls the conversation.

So, they explain everything.

Then they explain the explanation.

Then they share a story that reminds them of another story.

Twenty minutes later, the prospect knows everything about the salesperson’s company, childhood and the salesperson’s favorite restaurant.

The salesperson leaves thinking:

“That meeting went great.”

The prospect leaves thinking:

“I should’ve pretended I had another appointment.”

Talking Feels Like Selling

Giving everyone the same pitch.

Some salespeople have one presentation.

One opening, one list of benefits, one story and one closing question.

It doesn’t matter who’s sitting across from them. They press the imaginary play button and out comes the speech.

The only problem is that the prospect may not care about any of it.

Your Prospect Isn’t a Category

Marketers love asking:

“Can I speak with the owner?”

Why?

Because the owner has the biggest title and must choose every vendor, approve every purchase and handle every problem.

Right?

Not even close.

In many businesses, asking for the owner is like asking the captain of a cruise ship where they keep the extra napkins. Somebody else knows what’s really going on.

Titles Can Fool You

It’s… The gatekeeper.

You walk into an office and ask for the owner, or manager, or director, and this is REALLY bad… the decision-maker!

The person at the front desk asks:

“What’s this regarding?”

Suddenly, some marketers act as if they’ve been stopped at an international border with a suspicious suitcase.

They get nervous.

They become defensive.

Or they try to sneak around the person who greeted them.

That’s a mistake.

The gatekeeper isn’t your enemy.

“Dropping off brochures.”
The marketer walks into an office, smiles at the receptionist and says:
“Hi. Can I leave some information about our company?”
The receptionist says, “Sure.”
The marketer places a brochure on the counter, thanks her and walks out feeling
productive.
Another successful sales call.
Except nobody had a conversation.
Nobody asked a question.
Nobody learned anything.
And there is a very good chance that brochure is about to begin its exciting new career
underneath a pile of mail.

A Brochure Is Not a Salesperson

Having too many prospects.

Most route marketers believe they need more names.

More offices.

More contacts.

More business cards.

More places to visit.

So, they build a giant prospect list.

Two hundred names.

Three hundred names.

Sometimes five hundred names.

It looks impressive.

It feels productive.

And it may be absolutely worthless.

Because having 300 names on a spreadsheet does not mean you have a marketing territory.

It may mean you have a phone book.

A Big List Can Hide a Small Strategy

Today I want to talk about donuts.

More specifically, I want to talk about the route marketer who thinks bringing donuts into an office is somehow a complete marketing strategy.

Now, let me get this out of the way.

I like donuts.

Most people like donuts.

If you walk into an office carrying a box of donuts, people are probably going to be happy to see you.

But here’s the question:

Are they happy to see you... or are they happy to see the donuts?

There is a difference.

“They’re just not ready yet.”

Okay. 

Not ready for what?

Not ready to refer you?

Not ready to introduce you to the decision-maker?

Not ready to give you a shot?

Or maybe they’re simply not convinced yet that sending business your way is a smart move.

In route marketing, you’re usually not asking someone to buy something on the spot.

You’re building trust and familiarity.

You’re trying to become the person they think of when the need shows up.

That takes time.

But “they’re not ready yet” can also become a very comfortable excuse.

Sometimes They Really Aren’t Ready

Where Exactly Do You Think Leads Come From?

Leads don’t grow behind the company office.

There isn’t a lead tree out there where the owner goes every Monday morning with a basket.

Good salespeople create leads.