A few months ago, both AT&T, and then Google Fiber, dug up our street and lawns and bushes to install fiber Internet cable. AT&T then sent a letter announcing superfast speeds and made an offer for first time subscribers.
And then nothing from them.
Google Fiber did things differently. They also sent out a letter announcing their superfast service, and then two weeks later, they sent out another. And then another.
Three months later, they sent yet out another promotion, this time including coupons for free upgrades and equipment. Then they sent out another one, this time in a neat, glossy package.
Then a Google rep showed up out of the blue, canvassing the neighborhood. I wasn’t home, but he pitched my wife and said he’d come back.
Then Google REALLY started marketing! They sent a whole new promotion with even more coupons and free upgrades. Then they sent three more!
Then they showed up because my neighbor switched to them. I spoke to my neighbor, and they were really happy with the faster Internet.
Finally, I called Google Fiber and the next week they came out and ran cable to the side of my house where my existing Internet enters the home.
I’m now waiting for a tech to come and bring that cable into my house to take advantage of their superfast Internet speeds.
What does this teach us as sales reps? One touch isn’t enough. One voice mail isn’t enough. One email (even if you’ve spoken to someone), isn’t enough.
It takes persistence, a proven sales cadence, and many calls to finally persuade a qualified buyer to buy from you.
This week ask yourself: Are you following AT&T’s marketing efforts? Or Google Fibers?
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