make them happy , which can then alienate their best customers .
For example , I intentionally send “ long ” reports and information in advance of a sales meeting as a litmus test . If a prospect isn ’ t interested enough to read through the free material , how productive are they going to be as a client ? The answer is not very . They ’ re a refund waiting to happen . If the aforementioned prospect regarded what I sent him as “ too much information to read ,” he ’ s absolutely going to implode when I ask him to be a serious student who reads , listens to , and learns various lessons from the content we deliver to become an educated marketer and understand the underlying principles , philosophies , and strategies necessary to create productive marketing systems . Someone with honest ambition and a good work ethic would eat it up and be delighted to get so much quality material for free . The quick-fix crowd is repulsed .
Additionally , the CD in the mail is still a big driver for us in closing new clients . Yes , the media is quickly disappearing , but it ’ s far from dead yet . This may shock you , but according to an article in Fast Company , 51 % of all music is still sold via CD . I ’ d be an idiot if I stopped sending CDs because some nonreading moron doesn ’ t have a CD player in his car . I know my business , and that CD still drives a significant number of sales each year , so it stays until the actual testing and results prove different . Many IT companies make the mistake of getting too far ahead of their clients with technology , assuming ( wrongly ) that everyone has a smartphone and email and prefers digital everything over “ old-fashioned ” faxes , direct mail , and physical materials . Folks , that ’ s a giant mistake . You are not your clients , and making decisions based on your personal inclinations over the communication preferences of your clients is an enormous sales-killing mistake .
Here ’ s a very important question to ponder : What litmus tests do you have in place to ensure you only deal with clients who you can be the most productive with ? What hoops can you put them through ? What are your non-negotiables ?
Candidly , I made the mistake early on in my business of taking on any client who could fog a mirror and clear a check . I overlooked outrageous insults and seriously bad behavior from a handful of clients for fear of backlash , criticism , and getting a bad review online . Nobody needs or wants a vengeful client out in the marketplace with a personal mission to throw tacks under your tires . But here ’ s what I know : Your regret in bending to the will of an ill-fitting client will be greater than your regret in missing the money they represent . It is better to put yourself in a situation of not needing their money or approval by having a solid marketing system in place to consistently bring you fresh new leads and opportunities . Aside from the obvious benefit of more sales , it strengthens your resolve and lowers your tolerance for bad behavior .
Now , one final word on critics . It ’ s best if you develop thick skin and ignore them , or they ’ ll poison your thoughts and actions to the point that you ’ re not able to do anything for fear of making a mistake . Anyone with a public persona who puts themselves “ out ” in the world while attempting something of significance knows that opinions are like arseholes — everyone ’ s got ’ em , and they all stink . If you are attempting to do any kind of marketing , get ready for it . You will be attacked and criticized by people who will freely give you their unwelcome advice on what you should be doing and point out what you ’ ve done wrong . Nuts to ’ em .
One of the downsides of social media is that it ’ s given a platform to every vile idiot who feels the need to give their uneducated and unwelcome opinions about other people . Some are out-of-control attack dogs who cross the line , spreading total fabrications and outright lies . If you wallow in what ’ s being said about you and to you , it can seriously hinder your confidence and distract you from more productive work . To the best of your ability , ignore them and let the swamp urchins feed on each other . n
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