Sales Lesson #19: Lack of Focus Is a Mistake
Sales Mistake # 9: Lack of Focus
68% of lost business comes from a lack of attention. Counter this statistic by paying attention to current customers, those on your prospect list and all lost customers who you still care about.
The selling profession runs rampant with “hit and run artists. It is a costly practice. Think about it. You spend endless hours investing money after bad trying to schedule face time with some stranger. You finally say and do what it takes to establish some degree of rapport. For any one of a million reasons, the client chooses not to do business with you, and you drop them like a hot potato. Not much logic here folks.
I recently received a phone call from a woman who I used to do business with years ago. She was responding to a postcard I sent to her a week earlier. I was just keeping in touch. My timing was perfect. She called me and gave me the name of the person I should be speaking with if I was interested in earning some money.
Is this the only time a random postcard has worked some magic for me? Not on your life. I can’t count the occasions where my touching base with “former clients” has resulted in a solid lead for new business.
I’m getting tired of my banging my fist on the table on this subject but I am going to do it just one more time. DON’T GIVE UP ON PAST CLIENTS. Contact them. Don’t quit on them and don’t quit on yourself. Persistence works when administered properly. It works. Do it!