Why "hope" is not a strategy.

People have been throwing the word “hope” around a lot lately.  Two years ago President Obama’s entire campaign focused on that very word.  And although this is not a political blog…  I have to say, hope is NOT a strategy.

Recently I visited a prospective client.  I gave him ideas.  That’s what I always do.  But after our meeting he decided he was just going to wait for the economy to improve.  Then, he hoped, business would improve too.

His business had lost more than 60% of its revenue and laid off almost 20 people in the past 4 years.  So I told him he didn’t have to spend money on marketing to formulate a strategy.

He still had several people hanging around- underworked.  So I suggested he put them on the phones.  Heck!  They’re not doing anything.  Cold calling is cheap.

So put ’em on the phones!  Call every prospective customer.  Call past customers.  Write a script.  Ask them questions.

Who knows?  Some of them may have business to give.  Maybe they just forgot about his company.  Or perhaps they were pulled away by a competitor and now the relationship has soured.

Doing something is much better than doing nothing.  Marketing does not have to be expensive.  Hoping things will improve is not a strategy.  Making things happen is!

So… get out there!  Make the extra call.  Ask the extra question.  Search for your clients’ pain.  Then… and only then… will you have a chance to fulfill their needs and make a sale!