How Good Are You At Mass-Salesmanship?
Posted on April 21, 2010 by Bill HansenNo Comments
Odds are that you or one of your key staff excels at sales; Few businesses survive long, no matter how great their product, pricing, or service, without at least one strong rainmaker on the roster. If you could clone your Rainmaker several times — effectively doubling, tripling, or quadrupling your Rainmaking expertise — you’d probably be able to grow significantly. The problem, however, is this can be costly and sometimes it’s just impractical. Due to the specialization/experience required, training, the inevitable ramp-up phase, and the fact that many new hires don’t work out, sales is very difficult for most small businesses to expand and profitably grow to a meaningful scale.
Enter advertising, the tool that many businesses turn to increase revenue at a meaningful and profitable level. Advertising, when done right, is simply Mass-Selling. When it does the exact same things that a good Rainmaker does, advertising can actually ‘sell’ to thousands, if not tens of thousands, of prospective customers at once.
Many businesses that advertise (or used to) might argue that this is idealistic at best and wrong-headed at worst. They’ve tried advertising and it doesn’t deliver (at least to the scale that they’d expected). Having seen hundreds of small businesses experience significant growth through advertising, I’d argue that many of these unimpressed businesses simply don’t advertise the right way. If they’d thought of their advertising as mass-salesmanship, and actually applied the principles of strong one-on-one selling, they could have experienced much different results…
