COOK 'EM UP RIGHT…in most Sales Businesses there are a multitude of sources. Looking at these various sources, it becomes clear that there are really only 2 TYPES of sources. Short term and long term. Some business takes a long time to develop and the sales cycle is quite lengthy. Some business comes very quickly and the sales cycle is short. Using a culinary metaphor they are:
1. The "Slow Roast" & 2. The TV Dinner. In order to create a solid Sales business, you need to have both kinds "in the oven" at all times. As in life, balance is important… too much of one and not enough of the other creates problems.
Here is your ACTION STEP… let's be clear on which is which. Here are some examples:
- The Slow Roast Business… generating referrals, past clients, centers of influence, geographic farming, Social Media.
- The TV Dinner Business… relocation business, for sale by owners, expireds, Sellers who become your Buyers.
Note… be clear that all leads are not necessarily always in category #1 or category #2. Sometimes situations change. For example, an ad call/a sign call/Social Media/Internet inquiry could be a long-term or a short-term opportunity. Be sure you always find out 3 things before you decide in which category they belong…a) their primary motivation, b) their ability to take action, and c) their timeframe.
Here is the key… make sure that you are working both ends of the scale. You need to keep creating long-term opportunities and short-term opportunities. The bonus is that by creating this balance you significantly reduce fluctuations in your income. You will always have closings regardless of the market conditions or the time of year. Here is one more critical point…your lead follow-up on The TV Dinner Business must be rock-solid! Allow nothing to fall between the cracks. Go through those leads every single day to be sure that you are not missing an opportunity to "take them out of the oven and get them on the dinner table quickly". TV Dinners are poor meals when they are overcooked. NO Excuses.