15 Oct SALES AND FISHING
We often use the word “hunter” when describing sales people. At times though it can be less about stalking and then pulling the trigger and more about finding those elusive new customers that are swimming about in the market place. Kind of like fishing.
Tips from the fishing pro’s……………..
Fish where your fish hang out
Are they in the ocean, a lake or a river? Do they like cold water or the warmth of the tropical coast? Different fish hang out in specific bodies of waters for unique reasons. Prospects do the same in varying markets. No sense hauling your fishing boat to the desert.
Your lure and your line
Seems fish are picky eaters. Tuna’s like sardines. A Marlin will happily gobble up a Tuna. Some like worms. Some like minnows. Some like flies. The bigger the fish the bigger the lure and the stronger the line. Are you using the right bait and are you taking the time you need to avoid snapping your line.
Technique matters
If you can see a fish swimming in a pool, you might as well cast the bait right in front of him. A transactional invitation of sorts.
In large fishing operations they put out as many lines as they can and even throw buckets of food into the water to draw the fish to the boats. Much like we do when we send an offer or message to multiple potential customers through multiple channels. Reeling in buyers this way requires strong nets and you might find only some of what you catch is worth eating.
Test the waters
Location, bait and methods that have caught fish in the past don’t necessarily produce the same results over time. Things change. All elements need to be continually tested and validated. In the same way, sales messaging, methods and delivery could be vetted with customers through surveys, conversations and formal interviews.
Catch and release
From time to time, every fisherman lands a fish that is too small, too big, or just not good to eat. Same thing in sales. Sometimes you hook onto a lead that might not be worth the effort it would take to develop, or that would require more resources than you have available. Some are just not that tasty. It’s okay to throw them back. Hopefully without hurting them so they can live to buy another day.
With the right approach, equipment and knowledge a sales organization can become a well-oiled fishing machine – limiting out quarter after quarter, year after year. But analogies aside, good selling takes hard work and commitment.
As a wise old fishing guide once said, “there’s a reason it’s called fishing, not catching!”
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