Loading ...Our poll question this week arises from an insightful article by business coach Tony Vidler who analysed the sales process of the man the Guinness Book of World Records dubbed the world’s greatest salesman, Joe Girard.
In his article, Vidler lays out the simple prospecting system that Girard worked out (see: Simple Prospecting System from the World’s Greatest Salesman).
And the first idea within that simple prospecting system is that: “Sales solve themselves when you build a great marketing system.”
As Vidler explains Girard “came up with what he referred to as the ’Law of 250’ and it was his epiphany…it was his game changer. He figured out that on average everyone knew about 250 people…so every person he could turn into an advocate could put him in front of 250 others.
“So Joe began keeping really good files on everyone, and kept track of the changes in peoples’ lives. Their kids’ names, their involvement in the local community, where they worked…birthdays…He learned as much as he could about the people he wanted to have as customers.”
Vidler says while Girard is heralded as the greatest salesman ever, he suspects what gets forgotten is that he was actually a great marketer.
Prospecting is not a one-time action… it is about cultivating opportunity, exercising patience and creating top-of-mind-awareness
“In effect he was onto the line of thinking that says ‘prospecting is not a one-time action’… it is about cultivating opportunity, exercising patience, and creating top-of-mind-awareness,” writes Vidler.
“I don’t know if Joe ever actually thought it through like that of course, but he figured out that if he got his marketing right then the sales would follow,” he writes.
So, is Joe Girard right? Do you believe sales solve themselves when you build a great marketing system? Has that been your experience in your own business and of other advisers you work closely with?
We are keen to know your thoughts and we’ll report back next week…