INTENTIONALITY

Alex Goldfayn, Marketing Evangelist

The Evangelist Marketing Minute is a weekly thinking launch point written by Alex Goldfayn specifically for executives, and always takes less than 60 seconds to read.

My kids are six years old, and I want to make sure I'm spending a lot of time with them because it's summer and the years are starting to fly by. So I opened my calendar and scheduled a number of "dad days" for each of them, where we'll spend the day together one-on-one. We also scheduled a few trips and vacations over the next year. In fact, we just returned from a long weekend on the beach in Miami. If you want to do something, you need to be intentional about it.

Intentionality is also a terrific implement in revenue growth. Too often small and mid-sized companies go through their days reacting to customers' demands. We must do that. We're in the business of serving our customers. But revenue growth is proactive work. We must make time for it. We must be intentional about it.

What simple systems can you implement to grow your revenue? What can you do daily, weekly, monthly that's fast and easy and free and will grow sales? What can your customer-facing staff do? Can you ask them, for example, to visit one new new prospect (within your specifications), once a week, when they're meeting with customers?

"I was just in the area meeting with our customer, XYZ Co., and I wanted to let you know we do A, B, and C for them. Here's a packet of testimonials from them, and others like them. If you'd like, I'd be happy to discuss delivering the same value to you, whenever you're ready."

Immediately add these prospects to your list, so that they can benefit from your high-value newsletter and powerful did you know question mailings.

In this example, if you have 10 outside sales people who visit one new prospect weekly after seeing a customer, you'd have 500 new prospects on your list. And if you close just 5 percent of that business over the next year, you'd have 25 new customers. And if you have 50 outside sales people, you'd have 2,500 new prospects and 125 new customers.

And all it took was a 2-minute drop-in by your sales people, who were already in the area anyways.

That's what intentionality does. Where can you apply it?  

 

Printer-Friendly Version