Yesterday I was talking with my business partner at Convergo, a growth agency I launched in 2004. He’d talked with a business owner about moving from a tactical to a strategic approach with their marketing. In principle, it sounded good. However, when presented with a relatively modest budget compared to current annual sales revenue, suddenly strategic marketing didn’t seem so important.
I get it. I’m a recovering sales rep. In 1993 I took a job with Lanier Worldwide, a hard-charging sales organization that at the time only believed a cold call happened when you walked in the door of a business. At the time, we didn’t even use the phone. We carried demo machines in the back of our vans. It was all about cold call, demo, close. Don’t come back to the office until you have demoed at least two machines.
Having come from a rich heritage of intense sales activity combined with drilled in sales skills, I understand the importance of prospecting.