Magnus Marketing Blog

One of my clients and I had a discussion today about getting business. We agreed on one point - getting quality business takes time and it takes work.

Maybe this is why everyone looks for methodologies and consultants, people don't want to invest the time and do the work. They would rather rely on some fad or technique as a means of a magic bullet to attract and get big deals and lots of clients.

The reality is....that is not reality

There are people in sales today who send emails and actually believe that recipients will respond to them. "Email cold call" or not. They believe that if someone presses the "read receipt" and don't respond, they aren't interested.

There are people in sales and marketing who think that leaving tons of voicemails will generate business. If I make 150 calls a day and talk to 20 people, I will get 10 appointments a month and close lots of new business.

There are people who think doing an email blast to 1000 people will yield at least one deal.

Sure...and pigs fly. Work means that...work. It means doing the research, crafting messages, listening to prospects and clients. It means sending 3 emails, following up after each email and following up once a month every month until a discussion occurs. It means if someone says no, giving it some time and finding a reason to go back into the account - or finding a different way in. It means following up with your clients to see how you are doing and how they are doing. It means being nice to people and holding folks to performance standards.

People don't want to work for business, they want it to fall into their laps - write an email, make a phone call, buy a sales intelligence report, rely on some creative agency --- build it and they - the buyers will come.

But, folks, it doesn't work that way. The more effort you put out, the more return you will get, given that the effort is directed appropriately. Heed the words of a person who pursued an account for 7 months until the right email landed in the inbox of the right person when a callback came for a nice deal...time and persistence...time and work.