The title to this post is a lyric to an old Guy Clark song that I happen to think best demonstrates one of my long held marketing principles.
Here´s the theory — If I have more demands on my time than I can meet. I can look someone squarely in the eye and name my price, because I don´t "haveï¿½? to get the order.
I suppose I learned this idea by trial and error but now I use it to incrementally raise the price of any new product or service I launch.Okay, another very practical reason for the "keep generating leads even when you don´t need themï¿½? school of thought is that it allows you to work only with clients you enjoy.
Too many business owners find themselves enslaved by maniac clients that rob them of their value. Just say no can apply to marketing too.
Lastly, and coming back around to Guy Clark, nothing is more appealing than security. If a potential client sniffs even a whiff of desperation, your selling effort will move away from your terms and you won´t have the guts to name your price. So, the moral of the story? No matter how much business you think you have, no matter how many times the phone rings in a day, keep generating new leads and opportunities.
The only way to demand more for the same effort is to create more demand for more or you. And then, sell like you don´t need the money.