THE END IS THE BEGINNING
by Joe Bonura, CSP
Our Best Ever
When I was in the advertising agency business, I sought a very
large and prestigious account. My agency pulled out all the stops
and presented the best presentation that we had ever put together.
We knew we did extremely well because the potential client commented
that it was the most impressive presentation that he had seen.
We Danced With Glee
The potential client left the room, and we danced with glee, positive
that we would be the agency of choice. I am glad we did not break
out the champagne because, five days later, we were informed that
the account was awarded to another advertising agency. What a disappointment!
Although we discovered there were political reasons that we lost
the business, it still hurt.
Left Holding the Bag
One year later, the "lost client" went bankrupt and
left the advertising agency with a $250,000 bag of bills that the
agency was accountable for. My first thought was that it could have
been my agency left holding the bag. In the advertising business,
the agency was responsible for the bills. Not only did the agency
lose the commissions, but the agency was responsible for the principal
to the media and other suppliers.
The Fog of Defeat
That experience brought to mind one of my favorite quotes from
self-help author Napoleon Hill, "In every adversity, there
is the seed of a greater or equivalent benefit." It is difficult
to see the benefit when going through an adversity, but the benefit
exists, if you can get past the fog of defeat to see it. After the
loss of that potential client, my agency acquired a prestigious
account that more than made up for the one that got away, and they
were financially sound.
Just Move On
In selling, the odds are that you will lose more than you will
win. My advice? No matter what the outcome, simply continue to sell.
As an ongoing practice, continually nurture potential clients so
that if you are rejected by one, you just move on to another prospect.
The Circle System
In my sales training sessions, I draw ten circles, stacked one
on top of the other. These circles represent ten sales calls. Most
sales people will get two sales out of the ten, which is a pretty
good closing ratio. I then draw two check marks on the two circles
that represent closed sales.
Double Your Success
I then draw two check marks on two more of the circles, leaving
six circles unmarked. I challenge the class that if they heed my
sales advice, they will procure two more sales than they are presently
getting. In other words, they will double their success. A note
of caution: no matter how good they are, they may not get the remaining
six sales. You will usually lose more than you will win, but the
key to success is to continue selling in spite of the losses.
Do Not Stop Swinging
Check out your last 30 days of selling. How many presentations
did you make? How many did you win, and how many did you lose? Remember
that a multi-million dollar baseball player only hits one of three
pitches. Do not let the misses mess up your success. You lose only
when you stop swinging.
© 2013 Joe Bonura & Associates, Inc.