Prospecting Myth 3: ‘At first you will be over worked and under paid. Thereafter, you will be over paid and under worked’
First let’s talk about ‘being over worked and underpaid.’
There’s a traditional salesperson’s version of this — and then there’s the email prospector’s version. The email prospector’s version of ‘paying your dues’ is vastly more productive, as I shall explain.
The sales version of paying your dues is 3 – 5 years of brutal hard work, until your client base is big enough to let up on the cold calls.
Good marketing can eliminate the years of cold calls in the first place, and as you know, I’m totally against cold calling for a whole series of reasons that you’ve already heard. But here’s how the email prospector’s version works:
You polish and refine your sales message, on paper, email, or in some kind of media, until it’s razor sharp – and then you test it inexpensively until it’s effective and profitable.
THEN you roll it out to the masses and rake in the big money.
It’s a HUGE leap frog effect, and you don’t think of it as ‘paying your dues’ — you think of it as TESTING.
‘Testing’ is WAY better than ‘Rejection.’ It’s a fascinating learning process instead of a gauntlet. It’s also a way of growing a company fast without a ton of investment capital.
Once you’ve tested a marketing campaign to the point where sales or sales leads come in at an attractive Return On Investment, THEN you can invest heavily and watch the profits come rolling in.
OK, now for the other part of the lie – the part being underworked and overpaid.
You ALWAYS have to prospect, IF you do not have a marketing system in place. Always. No matter how long you’ve been around.
Note: If you provide such an outstanding service and customers are so delighted that they eagerly refer others to you, then you won’t have to prospect anymore. But referrals themselves are still a marketing system! And there are many things you can do to stimulate still more referrals.
Do enquire about the next preview session and save yourself years of hard work and frustration. Be overpaid and under work from now on.