LET'S MAKE A DEAL…in most Sales Businesses there are a multitude of sources. Looking at these various sources, I have concluded that there are really only 2 TYPES of sources. Some business takes a long time to develop and the sell cycle is long. Some business comes very quickly and the sell 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 on your "conveyor belt" 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:
1. The Slow Roast Business… generating referrals, past clients, center of influence, geographic farming, Social Media;
2. The TV Dinner Business… relocation business, for sale by owners, expireds (if permitted in your area), Sellers who become your Buyers.
Note… be clear that every possible lead is not necessarily always in category #1 or always incategory #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: a) their primary motivation, b) their ability to take action, and c) their timeframe…before you decide in which category they belong.
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. Balance is critical so that you do not have fluctuations in your income. In closing, here is a 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.