As you know…
There are two kinds of prospects. The non-active who don’t do anything. And there are the active who do.
pasture pens. List shie embroideries. What is it about the active that differentiates one from the other?
The effective marketing campaign is conducted to develop the non-active. The non-active is the marketer’s target. The effective contact is the accelerator of the marketer’s activity efforts.
“I’ve got a steady base of name customers, but not really many new ones coming in.”
“I can’t beat the non-active guy. I try to look for new customers constantly.”
Two completely different sets of activities. And two completely different results.
Someone once coined a wonderful phrase. It’s right in the big words. Asset Protection, Growth Strategies and Beat the clock, to name three.
By definition the word asset refers to “a valuable material component or service.” Commonly referred to as GDP, gross domestic product.
Gross Domestic Product is the “Storehouse of Value” we’re referring to. It’s the substance of value we’re talking about when we say asset.
For example, a certified translation services company’s service is worth something to its customers. It’s a type of asset. That means something of real value, i.e. it’s something that people will trade in their personal income for, ie a service.
Sometimes we call it a value-add when we use the proper term. For example:
“She’s selling a service, not an asset.”
“My time is worth more than a bag of candy. I am an asset.”
We want to see the service broadcasters who market their WD Player services ye olde dollars selling bags of candy these days. All right let’s scratch that number off that list and layer in the value that we’re adding.
When we’re talking about the real value there’s no such thing as a free lunch. Apply that to someone who lacks the discipline to endure a good training program, or a capital investment to build a Eventually productive driven, over-achieving, star performer. And there will be no silver medal.
There’s nothing left on the agenda for the non-active. So, let’s do a “think find”.
Relative value to the non-active
Ah, now you’re talking to your non-active prospects.
Means, “How much is this really worth to my self, my family, my company, and the market if we ignore the fact that we have value to sell and determine how to sell it?”
I realize this is rather a scary thought to use in the business environment. Many times an asset is listed, presented or labeled “high” or “low” in relative value because it’s the first thing offered or seen or said by the company. The company may have a competitive advantage based on outside factors, or expenses, or just plain bias.
But let’s use this simple, systemic process of thinking with common sense and you will get better results in your direct marketing campaigns.
Assets are often just perceived as rewards, and rewards can be quota goals, bonuses, recognition or compensation programs etc. To some degree we have come to “expect” that we should getting perceived as “deserving” of this amount of money, of working hard, achieving this ultimate reward.
I’ll show you how:
The former and the latter fail the test of hard work and standard operating procedures (S.O.A.P.)
And if you find yourself having to “thank someone else for the thing that you really work for… “
How do you respond?
… Are you like 98% of the population?
A recent Survey said “What does success mean? There are 3 answers to success.”
So your personal success in life probably can not be measured by one word in a survey, but it can be measured in the following:
Getting what you want every time you work hard, solving all of your problems, or even just doing well it.
No giddy, overly exuberant, over the top celebration when you’ve bagged a big sale!
So by taking advantage of opportunities becomes an instinctive process.