As a marketing advocate, we're consistently offering advice on better ways of reaching prospects and customers. Fortunately, there are a plethora of options...from email marketing to television ads. There is a marketing mix out there for your business that is ideal.
However, that said, any marketing tactic is predicated on the idea that just a (small) portion will be interested and buy. A marketing tactic that yields a 5% response is, frankly, incredible. That means that generally speaking, 95% of the time you won't be successful in closing business. The truth of the matter is that even with even the fanciest, most effective marketing tactics in the world, business development is still a numbers game. And that never changes.
I have yet to find a business where prospects just naturally approach them in droves (save a monopoly). Nearly all businesses have to take on a proactive approach and persist through lots of prospects saying 'no thanks'. So the bottom line is that in order to be successful, give yourself a break and realize that successful marketing and sales means weeding through all the 'no's' to get to the 'yesses'.
Remember that Babe Ruth only hit safely (base hit) 1/3rd of his career...which means he was making outs a lot of the time. You'll experience the same kind of dynamic when prospecting. Realizing it's going to happen generally takes the sting out. Get out there and swing...a lot.









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