| Sales professionals are very much like hunters in | | | | Of course, that does mean you, as the sales |
| that they are seeking a quarry. By bringing down | | | | professional, will have to define your prey |
| their victim, they receive a prize that being a sale. | | | | (potential qualified customer a.k.a. prospect) and |
| In many cases these salespeople select the | | | | be in those open clearings in the jungle. Then you |
| wrong weapon because their focus is not prey, | | | | need to forget about the prize (sale) and look to |
| but on the prize. | | | | help your customers through education. By |
| Of course, it is difficult to blame these exceptional | | | | demonstrating your expertise, your business |
| hunters because they have been trained using a | | | | acumen, you showcase your value. |
| sales based hunting (marketing) approach. The | | | | When you can determine the needs of your |
| prize must be secured regardless of the cost to | | | | customers, you have the option of providing a |
| the prey. What happens in many cases, these | | | | solution through your sales skills and the weapon |
| individuals use an elephant gun to ensure that | | | | of choice (solution). In many cases, you may only |
| they have secured the quarry. | | | | need the fly swatter to kill the fly (need that |
| Taking this sales based marketing (hunting) | | | | requires attention). As you build the relationship, |
| approach not only damages the customer, but it | | | | you may discover other flies that need to be |
| costs more in many different ways. For example, | | | | eradicated. Now that your customer trusts you, |
| the elephant gun is far more expensive than the | | | | he or she calls you and the opportunity to further |
| fly swatter. Then there is the ammunition. Oh, and | | | | demonstrate your excellent sales skills arises. |
| do not forget the training (sales) in how to use | | | | When using the education based marketing |
| this magnificent weapon along with all of the sales | | | | approach, you will not only increase sales because |
| (hunting) support. Time is another expenditure | | | | there are a lot more flies out there than |
| from finding the tracks of the elephant to actually | | | | elephants. Additionally costs such as time have |
| seeing the elephant. Availability of prey is another | | | | been dramatically reduced along with some other |
| cost. How many elephants (potential qualified | | | | marketing costs that translate into lower |
| customers) can be found within your designated | | | | customer acquisition costs to sales training costs. |
| target jungle? | | | | One of the most important reasons to stop using |
| Maybe now is the time to change your hunting | | | | the elephant gun is that the gun makes a lot of |
| approach if you want to increase sales by | | | | noise, attracts a lot of attention. Others can hear |
| changing your weapon of choice. Instead of | | | | and then see the results of your overkill. And |
| hunting down the quarry, why now have the | | | | simply speaking, overkill is not good for any |
| quarry come to you? If you engage in education | | | | business especially one that wants to increase |
| based marketing, this is exactly what will happen. | | | | sales. |