I'm sure it is very difficult for certain small business owners to go to work and receive a large amount of cold calls throughout the day. For example, a restaurant owner can receive calls in one day from reps selling Yelp, Groupon, Valpak, Radio, TV, Billboard, long distance, online advertising and so much more. It can be maddening. However, I find part of a successful business owners responsibility is to know how to separate the true offers from the rest.
For example, I offer local online and cable TV advertising on a geo targeted basis. Our clients have seen double and triple digit return on investment figures. They can partner with major brands such as ESPN and Fox News, yet, before I even get a chance to breathe and say hello, many prospects state they are not interested. Not interested in what?
There are times when the person will share the reason they are not interested is they have tried it before and failed. I find this to be absolutely ridiculous. Why? Firstly, all media buys are not created equal. Secondly, the :30 commercial that was produced may not have been memorable, creative or emotional.
Thirdly, perhaps they pulled the spot off the air to quickly. I have seen advertisers remove their ad in less than one month, due to the fact that it "wasn't working". The reasons can be vast.
Think about it for a moment. When someone goes to the gym for a few weeks, do they get ripped and strong. No. So since they are not the next Arnold Schwartzneggar, should they quit. You get my point. This is where the expression patience is a virtue comes to life.
If you are one of those people that are in such a rush and claim not to be interested before hearing what the other person has to offer, perhaps you are missing out on the next best thing.
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