produced by john c ashworth
Simple spots from the shore on Lake Mendota in Madison WI have been producing nice fish thus far this summer…it’s been a good way to grieve. I lost my Dad about a month ago….
written by john c ashworth
I’ve heard Mark Cuban say it on Shark Tank; and I’ve heard and read this idea in many other places too…
“Sales cure a lot of ills.”
In other words, when all else fails, focus on selling. Because if you’re not selling anything, you’re not really doing anything to make your company grow. Thrive.
As a salesman myself, I agree with this with all my might.
First of all, any time I find myself where I’m not selling enough, it’s almost always because I’ve lost my focus and have gotten lost in the weeds. Working on things day to day that are important on some level, but not nearly as vital as my focus on selling. When I find myself here, I focus on one simple question…
“What do I need to do right now to make my next sale?” …and I was tempted to write, ‘sales’, but that’s an important distinction too. I don’t want to focus on the next two or three or ten sales. Just the next one. Because that’s the most important one. Always!
That’s it. And I don’t stop until I’ve made that sale happen.
Sometimes I do get lost. We all do. All that old head trash takes constant management. Constant discipline. But eventually and usually after not too long, I find my way back to that one simple focus question. How am I going to get my next sale? Not my next three sales. My next one and that’s it.
There’s nothing like a sale to get you back on track. The focus and the energy a successful sale fosters is an amazing trip. An energizing shot of adrenalin pumped into your heart that fills you with a sense of hope, courage, happiness and fulfillment. After all, as a salesman, that what I’m here to do. Help you buy something that will solve your problem and improve your life and business. In turn, my business and my income grow too.
This is why nine out of ten businesses fail. They don’t have good marketing and they don’t know how to sell.
So, when you’re business is struggling and you have many problems to address and you don’t know where to begin, keep your focus on sales, because sales cure a lot of ills. They breed an energy inside your business that is contagious and infectious. Sales pay the bills and the salaries of those who generate and support them. Sales bring you customers, relationships and friends that you can nurture and extend to more connections, forever. Sales is the heart of your business. You MUST embrace this idea. And then you MUST integrate these efforts with your marketing. The two are intertwined, and that’s a story for another day.
Sales rule the land and your business because nothing happens until a sale is made. And if sales are not happening then something is wrong, and you need to fix it right away, because everything you do inside your business either increases or decreases sales.
Can you buy into this idea? I sure hope so. Because everything you’re doing inside your business either attracts and keep customers or drives them away.
That’s why sales has the potential to cure so many ills in your business. To sell more, you have to do more of the right things, more of the time. Focusing on sales helps you focus on the right stuff.
When you focus on sales you will end up focusing on EVERYTHING you can do to drive more of them and then prevent losing them. When you do this, the problems that are plaguing your business will become more evident and clear to you and you will be able to begin identifying and solving them more efficiently. Thus driving even more sales.
OK, enough reading.
Go make sale!
written by john c ashworth
In a survey by Direct Mail News and Pitney Bowes reported on in Dan Kennedy’s book, The Ultimate Sales Letter, 4th ed.,
70 percent of said they had renewed a relationship with a business because they received its direct mail
94 percent took action on a promotional offer they received by direct mail
40 percent tried a new business after receiving its direct mail
Here’s one more thing to keep in mind about direct mail. Most do shy away from it, which leaves you with a unique opportunity to fill a vacuum in your local marketplace. Very often, small local businesses benefit from environments and neighborhoods where your competition is unaware of effective use of sales letters and direct mail. A simple postcard newsletter is an easy way to start. Another easy one is a simple one page letter that you send to targeted lists introducing yourself to people and making them a compelling offer on one of your products or services, while you hint at the arrival of your monthly newsletter. You will be amazed at the kinds of relationships you can foster in this method. When I was running my fitness business in Madison, WI, I developed myself into a local celebrity using my regular appearances on television in combination with, direct mail, and a printed monthly newsletter. People recognized me everywhere both from television and all of my other marketing. Some felt like they knew me. All of this helped me grow my business rapidly.