If you’re not getting better…

You’re getting worse!

As a business owner, you get sold to a lot.

Most of these approaches are completely cold.

Sometimes, it's an irrelevant product or service.

Most of the time, it’s an unwanted or unnecessary solution…at least in the moment.

I’ve been on both sides of this. I get it.

Sales play a vital role in almost every business. Without customers, clients, patients, or projects to work on, the pipeline…and ultimately, the bank account dries up.

In a perfect world, every outbound communication would receive a response, whether cold or not. But let’s be realistic…busy people won’t reply to every message they perceive as junk mail.

Think about it: when a flyer comes through your letterbox, how often do you post a letter back saying, "Thanks, but no thanks"?

Don’t be discouraged. Consider this: when you're on the receiving end of a great, memorable, and/ or emotive pitch…even for something as dull as washing powder or a loaf of bread…do you immediately rush out to buy it? Probably not.

But the next time you’re at the supermarket, when you're 'in the market' for that product, that subliminal message already planted in your mind increases the chances that you’ll choose it.

Sales prospecting works the same way. You might not get an immediate response, but with the right research, precise targeting, and a message that stands out, your outreach will take root with your ideal customers.

On the flip side: No one (at least no one I know) enjoys spam. But instead of just deleting it, pay attention…bad sales approaches can be valuable learning experiences.

Which subject lines made you ignore an email?

Which rambling voicemail did you skip?

Which sales call did you try to (politely) end as quickly as possible?

Why did you react that way?

If you’re in sales or business development, reflect on your own approach. Have you fallen into bad habits? Do you need a reminder of what not to do?

Likewise, when a message immediately captures your attention and makes you want to respond…learn from it. Take inspiration and refine your own outreach.

Whether you’re in sales, marketing, or any role that requires communication with stakeholders, think about what has worked on you.

If you want quick results, study the messaging that got your attention…and apply those principles to your own communication.

(No surprise—I’ve been on the receiving end of a LOT of solicitations recently… but trying to look for the positives!)

If you're in this sector and need some help, as always give me a shout.

Wishing all my connections a great week!