“The fortune is in the follow up. It takes five to seven touches before winning the sale. Most sales occur after the eighth contact. RUBBISH!” – David Newman, Do It! Marketing
I am quick to endorse just about everything I read in this man’s book. But, certainly not everything.
Chapter 56 caught me off guard, and I did not like what I was reading. I disagreed whole-heartedly. That being said, I continued reading and must admit he made some interesting observations.
My belief is that not everybody is ready to buy when you are ready to sell. My belief is that nobody can ever buy from you if they don’t know you exist. The author suggests that spending time on anybody who is not ready to pull the buying trigger now is a waste of your precious time. I disagree.
I like David Newman, and I endorse most of what he shares in his book. It is a good one. But, the point here is that you don’t have to agree with or adopt 100% of anything you read, study, or learn. Take it all in, but then couple it to your experiences, beliefs, personality, and time constraints. Tweak what you learn, so that it compliments you and your character.
Personally, I don’t believe that you are wasting your time if you make it a habit to follow up. Just don’t forget what Kenny Rogers taught us years ago when he sang, “You have to know when to hold’em, and you have to know when to fold’em. You have to know when to walk away, and know when to run.”
Before you decide to run, you might want to hold on just one more time.
Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at firstname.lastname@example.org.
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