"Perseverance alone does not assure success. No amount of stalking will lead to game in a field that has none."
(From the I Ching)
I always like finding ancient wisdom that’s relevant to what we deal with today. I especially like it when it relates to growing businesses (one of my favorite subjects).
The I Ching says we need to look for what we’re seeking in the right places. And it’s true even though many of are guilty of this ignoring this fact (including yours truly).
As we look for new customers, we often waste time talking to people who will never become customers. Some are not a good fit because of price. Others have no need for what we offer. Still others might have a need but not a desire.
Or, we send mailings or place ads that go to people who really are not good prospects.
I talked to a business owner recently who was lamenting the terrible results they got from a recent mailing. It turns out they just bought a cold list of names. They had no idea if the people on the list had any interest in what they were selling.
I’ve seen very specialized businesses place ads in general community publications and then wonder why they didn’t get crowds of people knocking their doors down.
An important rule in growing your business is to deliver your message to people who want what you can do for them. If they’re not interested, they won’t pay attention to you. If they don’t pay attention, you’re wasting time and money on them.
It’s the old "you can lead a horse to water but you can’t make it drink" problem.
So, as you communicate with people about your business, find ways to determine their interest level. This should be an ongoing process. Anytime you think a person really is not interested, delete them form your database or demote them to a lower level in your sales system.
Build this into your marketing and selling and you’ll find you get more customers because you’ll spend more time with people who are genuinely interested in what you can do for them.