Hey Batter, Hey Batter: SWING!

Yes, pitchers and catchers report for spring training soon, but that's not my subject today.

I was picking up my cleaning, when a young man came in wearing a suit with a box of stuff. You may see these types in your office building from time to time. They are a sort of dollar store on two feet, bringing their wares with them in a time-honored tradition of door to door selling. Now of course most people these days, including me, do not particularly like to be solicited in this way, and so I told him I had no interest in the telescope, selection of books, or even the Steelers photos (although this was tempting...).

Still, I had seen this fellow a few times over the past year or two walking up and down the main street of my town, so I assumed he must have some success. As I walked out of the store, I asked him how many sales he made each day. His answer was incredible.

"We are trained to get 250 people to say 'No' a day," was his reply. Then seemingly needing to add for emphasis, "We count 'Get out' and other such responses as a 'no', too."

He then went on to explain that he makes about 30 sales per day.

Now I know what you're thinking..."What does this have to do with marketing?" Simply this: he goes for no! He focuses on the activity, and figures the results will come.

This is a key marketing and sales principle: focus on the activity. In fact (shameless book plug here>>>) I talk about this principle in "Marketing in a Downturn", available through www.geniusmarketing.com or stores.lulu.com/geniusmarketing (end shameless book plug)

By focusing on activity, you do two things: first you ensure you do some marketing and selling...and that is required to make sales. Second, you take the sting out of the misses, because you learn that if you keep swinging, you'll get a hit (sale). Enough swings, plenty of hits.

Also, my sidewalk salesman also admitted over time he gets more sales per 250 "no's" than when he first started. So his sales activity remains relatively constant but his close ratio increases. The obvious reason is because he is testing new techniques and getting better at his pitch.

Oh that all marketers took the discipline of testing and trying new things so seriously!

I first learned this principle years ago from sales trainer Dan Hudock (click for his website). It works for direct selling, and I have expanded and applied the principle to marketing. And it works. By focusing on activity instead of just results, the process improves, the results increase and trying and testing become an ingrained part of the marketing process.

So even in a downturn, activity matters! Make that ESPECIALLY in a downturn.

Keep swinging!
SLE