Tuesday, August 30, 2011

Marketing Reminder

General rule: We should not go after the prospects that need us the most. It makes more sense to pursue the ones who want us the most. The trick is it is usually easier to reach the ones who need us the most, but that is a diversion. We will resemble the person who wanted to search in the living room for a ring that was lost in the bedroom simply because the living room had more light.

Is this always either-or? No. Sometimes the prospect that needs us the most will buy and we will not ignore or refuse their business. Unless we are careful, however, those transactions can lure us down a dark alley and we will miss the stairs to the bright avenue of prospects who want us the most.

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